Python Machine Learning By Example - Second Edition

Brief overview of advertising click-through prediction

Display online advertising is a multibillion-dollar industry. It comes in different formats, including banner ads composed of text, images, flash, and rich media such as audio and video. Advertisers or their agencies place advertisements on a variety of websites, even mobile apps, across the internet to reach potential customers and deliver an advertising message.

Display online advertising has served as one of the greatest examples of machine learning utilization. Obviously, advertisers and consumers are keenly interested in well-targeted ads. The industry has relied heavily on the ability of machine learning models to predict the effectiveness of ad targeting: how likely it is that ...