Liu K and Tang L. CIKM'11

Citation

@inproceedings{Liu:2011:LBT:2063576.2063838,

author = {Liu, Kun and Tang, Lei},
title = {Large-scale behavioral targeting with a social twist},
booktitle = {Proceedings of the 20th ACM international conference on Information and knowledge management},
series = {CIKM '11},
year = {2011},
isbn = {978-1-4503-0717-8},
location = {Glasgow, Scotland, UK},
pages = {1815--1824},
numpages = {10},
url = {http://doi.acm.org/10.1145/2063576.2063838},
doi = {10.1145/2063576.2063838},
acmid = {2063838},
publisher = {ACM},
address = {New York, NY, USA},
keywords = {advertising, behavioral targeting, large-scale data mining, social targeting, social-network analysis}

}

Online Version

Large-Scale Behavioral Targeting with a Social Twist.

Summary

This paper reports experiments on assessing the effectiveness of supervised and unsupervised learning methods in leveraging social data in behavioral targeting problem. The experiments were conducted on a large scale dataset that includes information about users' activities and their social networks from ``a large IT company" (mostly Yahoo) in two and a half months.