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Promoting Positive Post-Click Experience for In-Stream Yahoo Gemini Users

Published: 10 August 2015 Publication History

Abstract

Click-through rate (CTR) is the most common metric used to assess the performance of an online advert; another performance of an online advert is the user post-click experience. In this paper, we describe the method we have implemented in Yahoo Gemini to measure the post-click experience on Yahoo mobile news streams via an automatic analysis of advert landing pages. We measure the post-click experience by means of two well-known metrics, dwell time and bounce rate. We show that these metrics can be used as proxy of an advert post-click experience, and that a negative post-click experience has a negative effect on user engagement and future ad clicks. We then put forward an approach that analyses advert landing pages, and show how these can affect dwell time and bounce rate. Finally, we develop a prediction model for advert quality based on dwell time, which was deployed on Yahoo mobile news stream app running on iOS. The results show that, using dwell time as a proxy of post-click experience, we can prioritise higher quality ads. We demonstrate the impact of this on users via A/B testing.

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    cover image ACM Conferences
    KDD '15: Proceedings of the 21th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining
    August 2015
    2378 pages
    ISBN:9781450336642
    DOI:10.1145/2783258
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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    Published: 10 August 2015

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    Author Tags

    1. advertising quality
    2. dwell time prediction
    3. mobile advertising
    4. native advertising
    5. post-click experience

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    KDD '15 Paper Acceptance Rate 160 of 819 submissions, 20%;
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