Databases and Information Systems Commons^™

Predicting Response In Mobile Advertising With Hierarchical Importance-Aware Factorization Machine, Richard Jayadi Oentaryo, Ee Peng Lim, Jia Wei Low, David Lo, Michael Finegold

David LO

Mobile advertising has recently seen dramatic growth, fueled by the global proliferation of mobile phones and devices. The task of predicting ad response is thus crucial for maximizing business revenue. However, ad response data change dynamically over time, and are subject to cold-start situations in which limited history hinders reliable prediction. There is also a need for a robust regression estimation for high prediction accuracy, and good ranking to distinguish the impacts of different ads. To this end, we develop a Hierarchical Importance-aware Factorization Machine (HIFM), which provides an effective generic latent factor framework that incorporates importance weights and hierarchical …