Promoting Positive Post-Click Experience for In-Stream Yahoo Gemini Users

Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining Pub Date : 2015-08-10 DOI:10.1145/2783258.2788581

M. Lalmas, Janette Lehmann, G. Shaked, F. Silvestri, Gabriele Tolomei

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引用次数: 33

Abstract

Click-through rate (CTR) is the most common metric used to assess the performance of an online advert; another performance of an online advert is the user post-click experience. In this paper, we describe the method we have implemented in Yahoo Gemini to measure the post-click experience on Yahoo mobile news streams via an automatic analysis of advert landing pages. We measure the post-click experience by means of two well-known metrics, dwell time and bounce rate. We show that these metrics can be used as proxy of an advert post-click experience, and that a negative post-click experience has a negative effect on user engagement and future ad clicks. We then put forward an approach that analyses advert landing pages, and show how these can affect dwell time and bounce rate. Finally, we develop a prediction model for advert quality based on dwell time, which was deployed on Yahoo mobile news stream app running on iOS. The results show that, using dwell time as a proxy of post-click experience, we can prioritise higher quality ads. We demonstrate the impact of this on users via A/B testing.

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为Yahoo Gemini用户推广积极的点击后体验

点击率(CTR)是评估在线广告效果的最常用指标;在线广告的另一个表现是用户点击后的体验。在本文中，我们描述了我们在Yahoo Gemini中实现的方法，通过对广告登陆页面的自动分析来衡量Yahoo移动新闻流的点击后体验。我们通过两个众所周知的指标来衡量点击后体验，即停留时间和跳出率。我们发现这些指标可以作为广告点击后体验的代表，消极的点击后体验会对用户粘性和未来的广告点击产生负面影响。然后，我们提出了一种分析广告着陆页的方法，并展示了这些方法如何影响停留时间和跳出率。最后，我们开发了一个基于停留时间的广告质量预测模型，并将其部署在iOS上运行的雅虎移动新闻流应用程序上。结果表明，使用停留时间作为点击后体验的代表，我们可以优先考虑更高质量的广告。我们通过a /B测试证明了这对用户的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining

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