臉書 (Facebook) 如何預測廣告的點選率 (Click-through Rate, CTR)

Xinran He, Junfeng Pan, Ou Jin, Tianbing Xu, Bo Liu, Tao Xu, Yanxin Shi, Antoine Atallah, Ralf Herbrich, Stuart Bowers, and Joaquin Quiñonero Candela, Practical Lessons from Predicting Clicks on Ads at Facebook, ADKDD'14 Proceedings of the Eighth International Workshop on Data Mining for Online Advertising, pages 1--9, August 2014.

正確的特徵 (features) 和模型 (decision trees, logistic regression) 是關鍵。混和兩者的方法比個別方法增加了 3% 的準確度。至於特徵的選取，可以參考

1. Mia，超精準廣告背後，Facebook 怎麼對你「貼標籤」    華盛頓郵報整理的 98 項 Facebook 廣告指標，Inside，2016/9/13  
2. Caitlin Dewey, 98 personal data points that Facebook uses to target ads to you, Washington Post, August 19, 2016.