Introduction

KDD Cup 2012 (Track 2): Predict the click-through rate of ads given the query and user information

Search advertising has been one of the major revenue sources of the Internet industry for years. A key technology behind search advertising is to predict the click-through rate (pCTR) of ads, as the economic model behind search advertising requires pCTR values to rank ads and to price clicks. In this task, given the training instances derived from session logs of the Tencent proprietary search engine, soso.com, participants are expected to accurately predict the pCTR of ads in the testing instances.

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