Click Prediction Learning for Effective Advertising

For promoting a product or service, customers can be reached through advertising. Advertising can be defined as a set of promotional techniques used to enhance a product’s profitability by influencing the buying decisions of the target consumers. Roots of Advertising can be traced back to ancient Egypt, Greece and Rome. In the contemporary world, advertising is used to influence people so as to promote sales of a particular product or a service with a view to maximize profits. In the recent times, the growth of Social Networking sites such as Facebook has led to an increase in the ease of seller-buyer interactions. This paper aims to develop a machine learning based model to perform Click Through Rate (CTR) and Ad-Click (AdC) prediction. The results can be used to design effective and efficient advertising campaigns and operations.