Instruct: Identify the main and secondary category of Arxiv papers based on the titles and abstracts
Query: Learning Multi-touch Conversion Attribution with Dual-attention
  Mechanisms for Online Advertising   In online advertising, the Internet users may be exposed to a sequence of
different ad campaigns, i.e., display ads, search, or referrals from multiple
channels, before led up to any final sales conversion and transaction. For both
campaigners and publishers, it is fundamentally critical to estimate the
contribution from ad campaign touch-points during the customer journey
(conversion funnel) and assign the right credit to the right ad exposure
accordingly. However, the existing research on the multi-touch attribution
problem lacks a principled way of utilizing the users' pre-conversion actions
(i.e., clicks), and quite often fails to model the sequential patterns among
the touch points from a user's behavior data. To make it worse, the current
industry practice is merely employing a set of arbitrary rules as the
attribution model, e.g., the popular last-touch model assigns 100% credit to
the final touch-point regardless of actual attributions. In this paper, we
propose a Dual-attention Recurrent Neural Network (DARNN) for the multi-touch
attribution problem. It learns the attribution values through an attention
mechanism directly from the conversion estimation objective. To achieve this,
we utilize sequence-to-sequence prediction for user clicks, and combine both
post-view and post-click attribution patterns together for the final conversion
estimation. To quantitatively benchmark attribution models, we also propose a
novel yet practical attribution evaluation scheme through the proxy of budget
allocation (under the estimated attributions) over ad channels. The
experimental results on two real datasets demonstrate the significant
performance gains of our attribution model against the state of the art.

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The categories of this paper are: cond-mat
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The categories of this paper are: funct-an
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The categories of this paper are: solv-int
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The categories of this paper are: nucl-ex
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The categories of this paper are: astro-ph
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The categories of this paper are: chem-ph
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The categories of this paper are: hep-lat
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The categories of this paper are: alg-geom
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The categories of this paper are: math
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The categories of this paper are: patt-sol
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The categories of this paper are: math-ph
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The categories of this paper are: nucl-th
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The categories of this paper are: chao-dyn
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The categories of this paper are: q-alg
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The categories of this paper are: gr-qc
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The categories of this paper are: hep-ph