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Estimation method and device for estimating advertisement click rate

A technology of advertising clicks and click-through rate, which is applied in marketing and other directions, can solve problems such as overfitting, lack of constraints on the parameters of the logistic regression algorithm, and poor effect of the parameter constraints of the logistic regression, so as to improve estimation efficiency and accuracy , to avoid the effect of overfitting problems

Inactive Publication Date: 2016-07-27
TCL CORPORATION
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Problems solved by technology

[0005] The purpose of the present invention is to provide a method for estimating the click-through rate of advertisements, so as to solve the lack of constraint means for the parameters of the logistic regression algorithm in the prior art. Fitting problem, a problem that affects the prediction efficiency and accuracy of ad click-through rate

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  • Estimation method and device for estimating advertisement click rate
  • Estimation method and device for estimating advertisement click rate
  • Estimation method and device for estimating advertisement click rate

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[0020] In order to make the object, technical solution and advantages of the present invention clearer, the present invention will be further described in detail below in conjunction with the accompanying drawings and embodiments. It should be understood that the specific embodiments described here are only used to explain the present invention, not to limit the present invention.

[0021] The main purpose of the embodiments of the present invention is to solve the problem of estimating the click-through rate of advertisements through the logistic regression model in the prior art, because the parameters of the logistic regression model lack effective constraint means, and the general regularization method, such as the lasso algorithm or the ridge algorithm, is used to When the parameters of logistic regression are constrained, the effect of constraining the parameters is not good, so that the problem of over-fitting is prone to occur when estimating the advertising click-throu...

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Abstract

The present invention is applicable to the field of information push, and provides a method and device for estimating the click-through rate of an advertisement. The method includes: obtaining user characteristics and advertisement characteristics of advertisement information to be pushed, and encoding to obtain user characteristic vectors and advertisement characteristic vectors; The limited BFGS algorithm uses interactive fixed parameters to iteratively calculate the weight vector in the logistic regression algorithm; estimates the click-through rate of the advertisement information according to the weight vector, user feature vector and advertisement feature vector. Compared with the prior art, the method of iterating through interactive fixed parameters in the present invention can effectively constrain the parameters and avoid the over-fitting problem in the logistic regression algorithm, thereby improving the efficiency of estimating the click-through rate of advertisements and improving the accuracy of estimating .

Description

technical field [0001] The invention belongs to the field of information push, in particular to a method and device for estimating the click-through rate of advertisements. Background technique [0002] With the development of intelligent and networked TVs, TV content has brought richer viewing experience to users, and thus the number of smart TV users has also continued to increase. When smart TVs broadcast TV programs to users, they will also push user-related advertising information. When pushing the advertising interest to the corresponding users, they will evaluate the accuracy of the pushed information by obtaining the user's click rate. By improving the accuracy, the efficiency of advertising information push is improved. [0003] In order to improve the click-through rate of advertisement information, logistic regression algorithm is widely used to estimate the possibility of user click. Wherein, the logistic regression algorithm classifies users by estimating user...

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Application Information

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Patent Type & Authority Applications(China)
IPC IPC(8): G06Q30/02
Inventor 王巍邵诗强
Owner TCL CORPORATION
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