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
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