model calibration

IEG Growth Platform Technology Team

Dec 20, 2021 · Artificial Intelligence

Comprehensive Guide to pCTR Modeling, Optimization, and Online Learning in Real‑Time Advertising Systems

This article presents a three‑part technical guide covering the fundamentals of computational advertising and real‑time bidding, detailed offline pCTR model training pipelines with feature engineering, calibration and model structure improvements, and advanced online learning techniques such as parameter freezing, sample replay and knowledge distillation, all aimed at boosting CTR performance and reducing bias in large‑scale ad platforms.

CTR predictionMachine Learningadvertising

0 likes · 37 min read

Comprehensive Guide to pCTR Modeling, Optimization, and Online Learning in Real‑Time Advertising Systems

Alimama Tech

May 13, 2021 · Artificial Intelligence

Fundamentals and Misconceptions of CTR (Click-Through Rate) Modeling

CTR modeling predicts click probabilities despite inherent microscopic randomness, treating each impression as an i.i.d. Bernoulli event and framing the task as binary classification; because data are noisy and imbalanced, evaluation relies on AUC rather than accuracy, with theoretical upper bounds set by feature quality, and calibration is needed to align predicted values with observed frequencies.

AUCMachine Learningbinary classification

0 likes · 20 min read

Fundamentals and Misconceptions of CTR (Click-Through Rate) Modeling