The Application of Multiple Criteria Linear Programming in Advertisement Clicking Events Prediction

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Journal Article
Procedia Computer Science, 2013, 18 (1), pp. 1720 - 1729
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In advertisement industry, it is important to predict potentially profitable users who will click target ads (i.e., Behavioral Targeting). The task selects the potential users that are likely to click the ads by analyzing user's clicking/web browsing information and displaying the most relevant ads to them. In this paper, we present a Multiple Criteria Linear Programming (MCLP) prediction model as the solution. The experiment datasets are provided by a leading Internet company in China, and can be downloaded from track2 of the KDD Cup 2012 datasets. In this paper, Support Vector Machines (SVM), Logistic Regression (LR), Radial Basis Function Network (RBF Network), k-Nearest Neighbour algorithm (KNN) and NaïveBayes are used as five benchmark models for comparison. The results indicate that MCLP is a promising model in behavioral targeting tasks
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