SDForum Semantic Web Event- Make Machines Learn for Us November 3, 2010

One advantage for being human is that we are able to learn. We gain even more advantage if we can make machine learn for us. On this event, we are going to learn what machine learning is about from experts. Machine learning is being applied to optimize and automate many processes including search engine, online ad platform, customer intelligence, etc. Hope you will get some ideas from the presentations that will help you implement machine learning in your applications.

Evgeniy Gabrilovich from Yahoo Research will present "Machine learning in computational advertising: algorithms and applications": Online advertising is the primary economic force behind numerous Internet services ranging from major Web search engines to obscure forums. A new discipline - Computational Advertising - has recently emerged, which studies the process of advertising on the Internet from a variety of angles. A successful advertising campaign should be integral to the user experience and relevant to the users' information needs, as well as economically worthwhile to the advertiser and the publisher. This talk will survey the use of machine learning techniques in designing computational advertising systems. We demonstrate how to enrich query representation using Web search results, and thus use the Web as a repository of relevant query-specific knowledge. We also discuss the findings of our studies on when to advertise, as well as the insights we gained by studying how users interact with the ads.

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