• 中国计算机学会会刊
  • 中国科技核心期刊
  • 中文核心期刊

Computer Engineering & Science

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An advertisement click-through rate prediction
model based on ensemble learning

HE Xiao-juan1,PAN Wen-jie1,CHENG Hong2   

  1. (1.School of Statistics and Information,Shanghai University of International Business and Economics,Shanghai 201620;
    2.School of Statistics and Mathematics,Shanghai Lixin University of Accounting and Finance,Shanghai 201209,China)
  • Received:2019-03-27 Revised:2019-08-16 Online:2019-12-25 Published:2019-12-25

Abstract:

Because the accumulated advertisement logs in the Internet have the problems of sparse data, a large number of features and extremely unbalanced distribution of positive and negative samples, manual feature extraction is time-consuming and laborious, and it is difficult for a single prediction model to obtain better prediction performance. In response to these problems, this paper completes a click through rate prediction model based on GBDT model and stacking. This model uses GBDT model to automatically extract and construct features, and predicts and classifies click-through rate by Stacking model, which effectively improves the performance of the single prediction model. Experiments on real advertising data sets show that the GBDT-Stacking ensemble method increases the AUC value by at least 4% compared to the comparison model.
 

Key words: GBDT(gradient boosted decision tree), Stacking ensemble learning, SMOTE(synthetic minority oversampling technique), click-through rate