Viewability prediction for online display ads

Chong Wang, Achir Kalra, Cristian Borcea, Yi Chen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

14 Scopus citations


As a massive industry, display advertising delivers advertisers' marketing messages to attract customers through graphic banners on webpages. Advertisers are charged by ad serving, where their ads are shown in web pages. However, recent studies show that about half of the ads were actually never seen by users because they do not scroll deep enough to bring the ads in-view. Thus, the ad pricing standards are shifting to a new model: ads are paid if they are in view, not just being served. To the best of our knowledge, this paper is the first to address the important problem of ad viewability prediction which can improve the performance of guaranteed ad delivery, real-time bidding, as well as recommender systems. We analyze a real-life dataset from a large publisher, identify a number of features that impact the scroll depth for a given user and a page, and propose a probabilistic latent class model that predicts the viewability of any given scroll depth for a user-page pair. The experiments demonstrate that our model outperforms comparison systems based on singular value decomposition and logistic regression, in terms of prediction quality and training time.

Original languageEnglish (US)
Title of host publicationCIKM 2015 - Proceedings of the 24th ACM International Conference on Information and Knowledge Management
PublisherAssociation for Computing Machinery
Number of pages10
ISBN (Electronic)9781450337946
StatePublished - Oct 17 2015
Event24th ACM International Conference on Information and Knowledge Management, CIKM 2015 - Melbourne, Australia
Duration: Oct 19 2015Oct 23 2015

Publication series

NameInternational Conference on Information and Knowledge Management, Proceedings


Other24th ACM International Conference on Information and Knowledge Management, CIKM 2015

All Science Journal Classification (ASJC) codes

  • General Decision Sciences
  • General Business, Management and Accounting


  • Computational advertising
  • User behavior
  • Viewability prediction


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