Domain adaptation in display advertising
Karan Aggarwal, Pranjul Yadav, S. Sathiya Keerthi · 2019
Digital advertisements connects partners (sellers) to potentially interested online users. Within the digital advertisement domain, there are multiple platforms, e.g., user re-targeting and prospecting. Partners usually start with re-targeting campaigns and later employ prospecting campaigns to reach out to untapped customer base. There are two major challenges involved with prospecting. The first challenge is successful on-boarding of a new partner on the prospecting platform, referred to as partner cold-start problem. The second challenge revolves around the ability to leverage large amounts of re-targeting data for partner cold-start problem.