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Allgorithms of the Intelligent Web, Second Edition by Douglas G. McIlwraith Haralambos Marmanis Dmitry Babenko

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Chapter 5. Case study: click prediction for online advertising

This chapter covers

  • A real, large-scale intelligent system
  • Targeting users with web-browsing data
  • Ranking users’ propensity to interact using logistic regression

Online click prediction is a specific problem in the world of advertising and is an excellent example of a high-velocity, high-throughput problem where decisions must be made with a very low latency. In general, this class of problems has a large number of applications. Online trading, website optimization, social media, the Internet of Things, sensor arrays, and online gaming all generate high-velocity data and can benefit from fast processes that make decisions in light of the most recent information possible.

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