Webpage depth-level dwell time prediction

Chong Wang, Achir Kalra, Cristian Borcea, Yi Chen

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

9 Scopus citations


The amount of time spent by users at specific page depths within webpages, called dwell time, can be used by web publishers to decide where to place online ads and what type of ads to place at different depths within a webpage. This paper presents a model to predict the dwell time for a given <user, webpage, depth> triplet based on historic data collected by publishers. Dwell time prediction is difficult due to user behavior variability and data sparsity. We adopt the Factorization Machines model because it is able to capture the interaction between users and webpages, overcome the data sparsity issue, and provide flexibility to add auxiliary information such as the visible area of a user's browser. Experimental results using data from a large web publisher demonstrate that our model outperforms deterministic and regression-based comparison models.

Original languageEnglish (US)
Title of host publicationCIKM 2016 - Proceedings of the 2016 ACM Conference on Information and Knowledge Management
PublisherAssociation for Computing Machinery
Number of pages4
ISBN (Electronic)9781450340731
StatePublished - Oct 24 2016
Event25th ACM International Conference on Information and Knowledge Management, CIKM 2016 - Indianapolis, United States
Duration: Oct 24 2016Oct 28 2016

Publication series

NameInternational Conference on Information and Knowledge Management, Proceedings


Other25th ACM International Conference on Information and Knowledge Management, CIKM 2016
Country/TerritoryUnited States

All Science Journal Classification (ASJC) codes

  • General Decision Sciences
  • General Business, Management and Accounting


  • Computational advertising
  • Data mining
  • User behavior


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