{"id":1759,"date":"2013-05-21T17:51:19","date_gmt":"2013-05-21T09:51:19","guid":{"rendered":"http:\/\/www.yewen.us\/blog\/?p=1759"},"modified":"2013-05-21T17:51:19","modified_gmt":"2013-05-21T09:51:19","slug":"why-predict-ctr","status":"publish","type":"post","link":"https:\/\/www.yewen.us\/blog\/2013\/05\/why-predict-ctr\/","title":{"rendered":"\u4e3a\u4ec0\u4e48\u8981\u9884\u4f30\u70b9\u51fb\u7387"},"content":{"rendered":"<p><strong>\u80cc\u666f<\/strong><\/p>\n<p>\u60f3\u5230\u8fd9\u4e2a\u9898\u76ee\u662f\u56e0\u4e3a @lijiefei \u67d0\u5929\u8ddf\u6211\u8bf4\u4ed6\u6709\u5e08\u5f1f\u9762\u6dd8\u5b9d\u65f6\u88ab\u95ee\u5230 &#8220;\u70b9\u51fb\u7387\u9884\u4f30\u7684\u76ee\u6807\u5230\u5e95\u662f\u4ec0\u4e48&#8221;, \u7b28\u72d7\u5f53\u65f6\u80e1\u4e71\u626f\u4e86\u4e00\u901a, \u53d1\u73b0\u8981\u628a\u8fd9\u4e2a\u4f3c\u4e4e\u5df2\u7ecf\u662f\u771f\u7406\u7684\u4e8b\u60c5\u63b0\u6e05\u695a\u8fd8\u6ca1\u90a3\u4e48\u5bb9\u6613, \u4e8e\u662f\u6709\u6b64\u5ff5\u60f3\u5199\u6587\u4e00\u7bc7\u8be6\u7ec6\u5206\u6790\u4e0b\u539f\u56e0<\/p>\n<p>\u6211\u548c jiefei \u8ba4\u8bc6\u662f\u5728\u767e\u5ea6\u505a\u641c\u7d22\u5e7f\u544a\u7684\u65f6\u5019, \u90a3\u5c31\u4ece\u641c\u7d22\u5e7f\u544a\u5f00\u59cb\u8bf4\u4e3a\u4ec0\u4e48\u8981\u9884\u4f30\u70b9\u51fb\u7387, \u4ee5\u53ca\u9884\u4f30\u70b9\u51fb\u7387\u7684\u76ee\u6807. \u5148\u7533\u660e\u4e00\u4e9b\u540d\u8bcd\u548c\u5047\u5b9a:<br \/>\n1) \u6bcf\u4e2a\u5e7f\u544a (Ad) \u6709\u4e00\u4e2a\u51fa\u4ef7 (Bid), \u5e76\u6709\u5176\u5728\u67d0\u60c5\u5f62\u4e0b\u5b9e\u9645\u7684\u70b9\u51fb\u7387 (Click-Through-Rate, CTR)<br \/>\n2) \u5e7f\u544a\u6309\u70b9\u51fb\u6536\u8d39 (Charge per Click, CPC), \u4e0b\u9762\u6211\u4eec\u4f1a\u5206\u522b\u8ba8\u8bba\u4e00\u4ef7\u8ba1\u8d39 (First-Price, FP, \u5373\u5e7f\u544a\u51fa\u4ef7\u591a\u5c11\u5219\u4e00\u6b21\u70b9\u51fb\u8ba1\u8d39\u591a\u5c11) \u548c\u4e8c\u4ef7\u8ba1\u8d39 (Second-Price, SP, \u5373\u5e7f\u544a\u6309\u4e0b\u4e00\u4f4d\u51fa\u4ef7\u6765\u652f\u4ed8\u70b9\u51fb\u4ef7\u683c, \u66f4\u666e\u904d\u7684\u662f GSP)<br \/>\n3) \u5343\u6b21\u5c55\u73b0\u6536\u8d39 (Cost Per Mille, CPM, \u6216 RPM, R for Revenue), \u5373\u5bf9\u70b9\u51fb\u4ed8\u8d39\u5e7f\u544a\u5176\u5c55\u793a\u4e00\u5343\u6b21\u60c5\u51b5\u4e0b\u7684\u6536\u5165 (\u4e00\u4ef7\u8ba1\u8d39\u4e0b\u7b49\u4ef7\u4e8e 1000*CTR*Bid), \u6216\u662f\u5c55\u793a\u5e7f\u544a\u7684\u5343\u6b21\u5c55\u73b0\u56fa\u5b9a\u4ef7\u683c<br \/>\n4) \u9884\u4f30\u70b9\u51fb\u7387 (predict CTR, pCTR) \u662f\u6307\u5bf9\u67d0\u4e2a\u5e7f\u544a\u5c06\u8981\u5728\u67d0\u4e2a\u60c5\u5f62\u4e0b\u5c55\u73b0\u524d, \u7cfb\u7edf\u9884\u4f30\u5176\u53ef\u80fd\u7684\u70b9\u51fb\u6982\u7387<\/p>\n<p><strong>\u76ee\u6807\u5206\u7c7b<\/strong><\/p>\n<p>\u641c\u7d22\u5e7f\u544a\u8ddf\u81ea\u7136\u7ed3\u679c\u4e00\u4e2a\u5f88\u5927\u7684\u533a\u522b\u5c31\u662f\u81ea\u7136\u7ed3\u679c\u53ea\u8981\u6709\u4e00\u70b9\u76f8\u5173\u5c31\u5e94\u8be5\u653e\u5230\u6240\u6709\u7ed3\u679c\u91cc\u53bb, \u81f3\u4e8e\u5148\u540e\u4f4d\u7f6e\u90a3\u4e2a\u518d\u8bf4, \u800c\u5e7f\u544a, \u662f\u6709\u4e2a\u76f8\u5173\u6027\u7684\u51c6\u5165\u95e8\u69db\u7684, \u4e0d\u76f8\u5173\u7684\u5e7f\u544a\u51fa\u4ef7\u518d\u9ad8, \u4e22\u51fa\u6765\u8fd8\u662f\u4f1a\u88ab\u9a82\u6b7b. \u90a3\u600e\u4e48\u5224\u65ad\u76f8\u5173? \u7528\u6237\u4f1a\u7528\u9f20\u6807\u70b9\u51fb\u6765\u5bf9\u7ed3\u679c\u6295\u7968, \u76f8\u5173\u7684\u5e7f\u544a\u4f1a\u88ab\u70b9\u51fb, \u4e0d\u76f8\u5173\u7684\u5e7f\u544a\u4e0d\u4f1a\u88ab\u70b9\u51fb, \u90a3\u5f88\u81ea\u7136\u5c31\u80fd\u5f97\u51fa &#8220;\u70b9\u51fb\u7387\u548c\u76f8\u5173\u6027\u6b63\u76f8\u5173&#8221; \u8fd9\u4e2a\u7ed3\u8bba (\u81f3\u4e8e\u63cf\u8ff0\u91cc\u5199 &#8220;\u4e8c\u5341\u4e94\u5c81\u4ee5\u4e0b\u514d\u8fdb&#8221; \u4f46\u5b9e\u9645\u662f\u94a2\u6750\u5e7f\u544a\u7684\u8fd9\u79cd\u8bf1\u9a97\u884c\u4e3a\u540e\u9762\u518d\u8bf4\u600e\u4e48\u5904\u7406). \u90a3\u5bf9\u4e8e\u8fd9\u79cd\u76f8\u5173\u6027\u51c6\u5165\u7684\u573a\u666f, \u9884\u4f30\u70b9\u51fb\u7387\u5c31\u662f\u9884\u4f30\u5e7f\u544a\u662f\u5426\u76f8\u5173, \u6700\u6734\u7d20\u60c5\u51b5\u4e0b\u8fd9\u662f\u4e2a\u4e8c\u5206\u7c7b\u95ee\u9898, \u90a3\u4e0d\u7ba1\u9884\u4f30\u6210\u600e\u6837, \u53ea\u8981\u6709\u4e00\u79cd\u5206\u5272\u65b9\u6cd5\u80fd\u5206\u5f00\u662f\u5426\u76f8\u5173\u5c31\u884c\u4e86. \u6b64\u65f6\u9884\u4f30\u70b9\u51fb\u7387\u7684\u76ee\u6807\u662f\u80fd\u5bf9\u5e7f\u544a\u6309\u76f8\u5173\u4e0e\u5426\u5206\u7c7b (\u6216\u8bf4\u6309\u76f8\u5173\u6027\u6392\u5e8f\u5e76\u7ed9\u51fa\u4e00\u4e2a\u622a\u65ad\u503c). \u8bc4\u4f30\u5206\u7c7b\u95ee\u9898\u597d\u574f, \u4e00\u822c\u90fd\u662f\u770b\u51c6\u786e\u548c\u53ec\u56de\u4e24\u4e2a\u6307\u6807, \u7528\u4eba\u5de5\u6253\u5206\u7684\u8bb0\u5f55\u6765\u505a\u56de\u5f52\u9a8c\u8bc1\u5c31\u884c<\/p>\n<p><strong>\u76ee\u6807\u6392\u5e8f<\/strong><\/p>\n<p>\u5224\u65ad\u76f8\u5173\u4e0e\u5426\u53ea\u662f\u70b9\u51fb\u7387\u9884\u4f30\u5bf9\u5e7f\u544a\u7684\u4e00\u4e2a\u5c0f\u8f85\u52a9, \u6211\u4eec\u6765\u770b\u770b\u5e7f\u544a\u7684\u76ee\u6807\u662f\u4ec0\u4e48? \u6ca1\u9519, \u662f\u8d5a\u94b1. (\u6211\u66fe\u7ecf\u5728\u5176\u4ed6\u573a\u5408\u8bf4\u8fc7\u5e7f\u544a\u7684\u76ee\u6807\u662f\u7ef4\u6301\u7528\u6237\u4f53\u9a8c\u4e0b\u6301\u7eed\u8d5a\u94b1, \u4e0d\u8fc7\u8ddf\u8d5a\u94b1\u8fd9\u4e00\u7b80\u5316\u76ee\u6807\u8fd9\u4e0d\u51b2\u7a81, \u524d\u9762\u76f8\u5173\u6027\u4e0a\u5df2\u7ecf\u4fdd\u8bc1\u4e86\u7ef4\u6301\u7528\u6237\u4f53\u9a8c, \u90a3\u53ea\u8981\u80fd\u8ba9\u5e7f\u544a\u4e3b\u8fd8\u6709\u7684\u8d5a, \u5c31\u80fd\u6301\u7eed\u8d5a\u94b1) \u6211\u4eec\u518d\u628a\u95ee\u9898\u7b80\u5316\u4e0b, \u5982\u679c\u5e7f\u544a\u90fd\u662f\u4e00\u6837\u7684\u56fa\u5b9a\u4ef7\u683c, \u4e14\u5c31\u4ee5\u8fd9\u4e2a\u4ef7\u683c\u6309\u70b9\u51fb\u8ba1\u8d39, \u90a3\u5728 PV \u4e00\u5b9a\u4e14\u9884\u7b97\u5145\u5206\u7684\u60c5\u51b5\u4e0b, \u66f4\u9ad8\u7684\u70b9\u51fb\u7387\u5219\u610f\u5473\u7740\u66f4\u8d5a\u94b1. \u8fd9\u6837\u76ee\u6807\u53ef\u4ee5\u7b49\u4ef7\u4e8e\u600e\u4e48\u6311\u51fa\u66f4\u8d5a\u94b1\u7684\u5e7f\u544a, \u5c31\u662f\u90a3\u4e9b\u70b9\u51fb\u7387\u6700\u9ad8\u7684\u5e7f\u544a, \u6211\u4eec\u53ea\u8981\u80fd\u5f04\u660e\u767d\u5e7f\u544a\u5b9e\u9645\u70b9\u51fb\u7387\u7684\u9ad8\u4f4e\u5173\u7cfb\u5c31\u80fd\u53d6\u5f97\u6536\u76ca\u6700\u5927\u5316, \u9884\u4f30\u70b9\u51fb\u7387\u5728\u8fd9\u65f6\u5019\u53c8\u662f\u4e2a\u6392\u5e8f\u95ee\u9898, \u6211\u4eec\u53ea\u8981\u5f04\u5bf9\u5e7f\u544a\u4e4b\u95f4\u7684\u5e8f\u5173\u7cfb, \u5c31\u53ef\u4ee5\u6536\u76ca\u6700\u5927. \u8bc4\u4f30\u6392\u5e8f\u95ee\u9898\u7684\u597d\u574f, \u4e00\u4e2a\u7ecf\u5178\u65b9\u6cd5\u662f\u5bf9 pCTR \u7684 ROC \u66f2\u7ebf\u7b97 AUC (\u66f2\u7ebf\u4e0b\u9762\u79ef), \u5b9e\u9645\u4e0a\u6211\u89c1\u8fc7\u7684\u505a\u6cd5\u4e5f\u90fd\u662f\u901a\u8fc7\u8bc4\u4f30 AUC \u7684\u9ad8\u4f4e\u6765\u5224\u65ad\u70b9\u51fb\u7387\u9884\u4f30\u6a21\u578b\u7684\u597d\u574f<\/p>\n<p><strong>\u76ee\u6807\u5e26\u6743\u6392\u5e8f<\/strong><\/p>\n<p>\u4e0a\u4e00\u6bb5\u91cc\u5bf9\u5e7f\u544a\u8fd9\u4e2a\u4e1a\u52a1\u505a\u4e86\u5f88\u591a\u7b80\u5316, \u6bd4\u5982\u5927\u5bb6\u4ef7\u683c\u90fd\u662f\u4e00\u6837\u7684, \u5982\u679c\u6211\u4eec\u8003\u8651\u4ef7\u683c\u4e0d\u4e00\u6837\u7684\u60c5\u51b5, \u90a3\u9884\u671f\u6536\u76ca\u5c31\u4f1a\u53d8\u6210 (\u4ef7\u683cBid*\u70b9\u51fb\u7387CTR), \u8fd9\u4e2a\u503c\u5f88\u591a\u5730\u65b9\u4e5f\u53eb CPM \u6216 RPM. \u5982\u679c\u662f\u5bf9 CPM \u6392\u5e8f, \u90a3\u5c31\u9700\u8981\u6211\u4eec\u9884\u4f30\u7684\u70b9\u51fb\u7387\u5728\u7ef4\u6301\u5e8f\u5173\u7cfb\u6b63\u786e\u7684\u524d\u63d0\u4e0b, \u8fd8\u8981\u4fdd\u8bc1\u76f8\u4e92\u4e4b\u95f4\u7684\u7f29\u653e\u6bd4\u662f\u4e00\u6837\u7684. \u6bd4\u5982\u6709\u5e7f\u544a A, B, C, \u5b9e\u9645\u70b9\u51fb\u7387\u662f 5%, 3%, 1%, \u90a3\u5728\u4ef7\u683c\u4e00\u81f4\u7684\u60c5\u51b5\u4e0b, \u6211\u9884\u4f30\u6210 5-3-1 \u8fd8\u662f 5-4-3 \u662f\u6ca1\u5173\u7cfb\u7684, \u4f46\u5728\u4ef7\u683c\u4e0d\u4e00\u6837\u7684\u60c5\u51b5\u4e0b, \u6bd4\u5982 1, 1.5, 3, \u8fd9\u65f6\u5019 5-4-3 \u7684\u9884\u4f30\u70b9\u51fb\u7387\u503c\u4f1a\u8ba9\u4ed6\u4eec\u7684\u9884\u4f30\u6392\u540d\u548c\u5b9e\u9645\u6392\u540d\u521a\u597d\u98a0\u5012\u8fc7\u6765, \u4e0d\u8fc7\u9884\u4f30 5-3-1 \u6216  10-6-2 (\u653e\u5927\u4e00\u500d) \u5012\u6ca1\u5173\u7cfb. \u4e3a\u4e86\u8bc4\u4f30\u8fd9\u4e2a\u7ed3\u679c, \u53ef\u4ee5\u5728\u63cf ROC \u66f2\u7ebf\u65f6\u628a\u4ef7\u683c\u4e58\u4e0a\u53bb, \u90a3\u6700\u540e\u8fd8\u662f\u5224\u65ad\u6392\u5e8f\u95ee\u9898\u7684\u597d\u574f, \u52a0\u4e86\u4ef7\u683c\u7684 AUC \u6211\u4eec\u53ef\u4ee5\u53eb wAUC (weighted-AUC), \u8fd9\u4e2a\u79bb\u7ebf\u8bc4\u4f30\u548c\u5728\u7ebf\u6548\u679c\u4f9d\u7136\u53ef\u4ee5\u5bf9\u7b49<\/p>\n<p><strong>\u76ee\u6807\u51c6\u786e<\/strong><\/p>\n<p>\u4ece\u51c6\u786e\u53ec\u56de\u5230 AUC \u518d\u5230 wAUC, \u770b\u8d77\u6765\u5bf9\u5df2\u6709\u95ee\u9898\u53ef\u4ee5\u5b8c\u7f8e\u89e3\u51b3\u4e86? \u4e0d\u8fc7\u5e7f\u544a\u8ba1\u8d39\u663e\u7136\u4e0d\u662f FP \u8fd9\u4e48\u7b80\u5355, \u5728 Google \u7684\u5e26\u9886\u4e0b\u51e0\u4e4e\u6240\u6709\u7684\u641c\u7d22\u5f15\u64ce\u90fd\u4f7f\u7528\u4e86 GSP (Generalized Second Price) \u6765\u5bf9\u5e7f\u544a\u70b9\u51fb\u8fdb\u884c\u8ba1\u8d39, \u8fd9\u91cc\u518d\u7b80\u5355\u89e3\u91ca\u4e0b\u6700\u7b80\u7248 GSP \u662f\u600e\u4e48\u56de\u4e8b:<br \/>\n1) \u6240\u6709\u5e7f\u544a\u6309 CPM \u6392\u5e8f (\u5373 CTR*Bid)<br \/>\n2) \u6392\u6700\u540e\u7684\u5e7f\u544a\u6536\u5e95\u4ef7 (Reserved Price, RP)<br \/>\n3) \u5176\u4ed6\u5e7f\u544a\u6309\u4ed6\u7684\u4e0b\u4e00\u4f4d CPM_i+1 \u9664\u4ee5\u4ed6\u7684 CTR_i \u5e76\u52a0\u4e00\u4e2a\u504f\u79fb\u91cf\u6765\u8ba1\u8d39, \u5e76\u4fdd\u8bc1\u6bd4\u5e95\u4ef7\u9ad8, \u5373 Price_i = max(CPM_i+1\/CTR_i + delta_price, RP)<\/p>\n<p>\u81f3\u4e8e GSP \u7684\u7ec6\u8282\u548c\u4e3a\u4ec0\u4e48\u8fd9\u4e48\u505a\u80fd\u4fdd\u8bc1\u6536\u5165\u548c\u4f53\u9a8c\u7684\u5e73\u8861\u7b49\u53ef\u4ee5\u8be6\u89c1\u76f8\u5173\u8bba\u6587, \u6211\u4eec\u53ea\u8ba8\u8bba\u5728 GSP \u6a21\u5f0f\u4e0b, \u70b9\u51fb\u7387\u9884\u4f30\u7684\u4f5c\u7528\u548c\u5173\u952e\u70b9. \u6839\u636e\u4ecb\u7ecd GSP \u65f6\u6700\u540e\u90a3\u4e2a\u516c\u5f0f, \u5982\u679c\u628a CPM_i+1 \u62c6\u6210 CTR_i+1*Bid_i+1, \u770b\u8d77\u6765\u53ea\u8981\u4fdd\u8bc1\u540c\u6bd4\u7f29\u653e\u8fd8\u662f\u4f1a\u6ca1\u95ee\u9898? \u4f46\u662f, \u51e1\u4e8b\u6015\u4f46\u662f, \u5728\u641c\u7d22\u5e7f\u544a\u91cc, \u4e0d\u540c\u7684\u5c55\u73b0\u4f4d\u7f6e\u5bf9\u70b9\u51fb\u7387\u8fd8\u6709\u5f71\u54cd, \u6bd4\u5982\u5e7f\u544a A, B \u5728\u7b2c\u4e00\u4f4d\u70b9\u51fb\u7387\u662f 5%, 3%, \u800c\u5728\u7b2c\u4e8c\u4f4d\u662f 3%, 2%, \u90a3\u53ea\u662f\u540c\u6bd4\u7f29\u653e\u5c31\u5f88\u96be\u4fdd\u8bc1\u6700\u7ec8\u6bd4\u8f83\u662f\u4e00\u81f4\u7684\u95ee\u9898\u4e86, \u6240\u4ee5\u6700\u597d\u8fd8\u662f\u4fdd\u8bc1\u9884\u4f30\u503c\u8ddf\u5b9e\u9645\u503c\u5c3d\u53ef\u80fd\u63a5\u8fd1\u7684\u597d, \u8fd9\u6837\u624d\u80fd\u5728\u9884\u4f30\u65f6\u83b7\u5f97\u66f4\u5b9e\u9645\u7528\u65f6\u5b8c\u5168\u4e00\u6837\u7684\u573a\u666f. \u8bc4\u4f30\u51c6\u786e\u5ea6, \u6211\u4eec\u6709 MAE \u548c MSE \u7b49\u4e00\u5806\u6307\u6807, \u4e5f\u662f\u73b0\u6210\u7684\u5de5\u4f5c\u7684\u6bd4\u8f83\u597d\u7684\u4e1c\u897f<\/p>\n<p><strong>\u6269\u5c55\u548c\u5410\u69fd<\/strong><\/p>\n<p>\u6709\u884c\u5bb6\u53ef\u80fd\u4f1a\u5410\u69fd\u8bf4\u6211\u521a\u90a3\u4e2a\u4e0d\u540c\u5e7f\u544a\u5728\u4e0d\u540c\u4f4d\u7f6e\u7684\u8870\u51cf\u4e0d\u4e00\u81f4\u8fd9\u4e2a\u8bf4\u6cd5, \u8ddf\u516c\u5f00\u8bba\u6587\u8bf4\u7684\u4e0d\u4e00\u6837, Yahoo \u7684 paper \u91cc\u8bf4\u4e0d\u540c\u5e7f\u544a\u5728\u540c\u4f4d\u7f6e\u7684\u8870\u51cf\u662f\u4e00\u6837\u7684. \u6211\u53ea\u80fd\u8bf4, \u9a9a\u5e74, \u4f60\u592a\u5929\u771f\u4e86&#8230; \u8870\u51cf\u56e0\u5b50\u600e\u4e48\u53ef\u80fd\u53ea\u662f f(pos) \u8fd9\u6837\u4e00\u4e2a\u7b80\u5355\u51fd\u6570, \u4ece\u5b9e\u9645\u60c5\u51b5\u6765\u770b, \u8870\u51cf\u51fd\u6570\u548c\u5e7f\u544a\u662f\u6709\u5173\u7684, \u4f46\u6211\u4eec\u53c8\u4e0d\u80fd\u5bf9\u6bcf\u4e2a\u5e7f\u544a\u90fd\u53bb\u4f30\u4e00\u4e2a f(pos, ad), \u597d\u5728, \u6211\u4eec\u53d1\u73b0\u53ef\u4ee5\u628a\u4e0d\u540c\u7684\u5e7f\u544a\u505a\u805a\u7c7b\u540e\u5f97\u5230\u4e00\u4e2a f(pos, type) \u7684\u51fd\u6570\u7c07, \u4e8b\u5b9e\u4e0a, \u6700\u540e\u7684\u8870\u51cf\u51fd\u6570\u4e0d\u4ec5\u4ec5\u6709 pos \u548c type \u4e24\u4e2a\u56e0\u5b50, \u800c\u4e14\u91cc\u9762\u7684\u56e0\u5b50\u53ef\u4ee5\u6781\u5ea6\u7b80\u5316, \u6700\u540e\u7684\u8870\u51cf\u7528\u7b80\u5355\u51fd\u6570\u5c31\u80fd\u5f88\u597d\u62df\u5408, \u6211\u8bf4\u7684\u591f\u591a\u4e86, \u518d\u8bf4\u4f30\u8ba1\u8981\u88ab\u524d\u4e1c\u5bb6\u627e\u9ebb\u70e6, \u4f60\u4eec\u6765\u611f\u53d7\u4e00\u4e0b\u5c31\u597d<\/p>\n<p>\u524d\u9762\u4e5f\u63d0\u5230\u4ecb\u7ecd\u7684 GSP \u662f\u6700\u7b80\u7248\u7684, \u90a3\u5982\u679c\u662f\u6b63\u5e38\u7248\u4f1a\u6709\u4ec0\u4e48\u4e0d\u4e00\u6837? \u90a3\u5c31\u662f\u6392\u5e8f\u65f6\u7528\u7684\u662f Quality*Bid, \u8fd9\u4e2a Quality \u767e\u5ea6\u53eb\u8d28\u91cf\u5ea6, \u4e5f\u5c31\u662f\u5e7f\u5927\u5e7f\u544a\u4e3b\u671b\u773c\u6b32\u7a7f\u7684\u90a3\u51e0\u9897\u661f. Quality \u548c CTR \u6709\u4ec0\u4e48\u4e0d\u4e00\u6837? \u6700\u7b80\u60c5\u51b5\u4e0b\u8fd9\u4e24\u4e2a\u5f53\u7136\u662f\u4e00\u6837\u7684, \u4f46\u662f\u6211\u4eec\u53ef\u80fd\u8fd8\u8981\u8003\u8651\u5e7f\u544a\u4e3b\u7684\u4fe1\u8a89\u5ea6, \u76ee\u6807\u7f51\u9875\u7684\u8d28\u91cf\u7b49\u56e0\u7d20 (\u6bd4\u5982\u524d\u9762\u63d0\u5230\u8fc7\u7684\u90a3\u79cd\u63cf\u8ff0\u6b3a\u8bc8\u6216\u8bf1\u5bfc\u7684\u5e7f\u544a\u5728\u8fd9\u4e2a Quality \u56e0\u5b50\u91cc\u88ab\u8c03\u6574\u6389), \u6700\u540e\u8fd9\u4e2a Quality \u5c31\u4f1a\u662f\u5305\u542b\u4e86 CTR \u7684\u4e00\u4e2a\u591a\u56e0\u5b50\u590d\u5408\u503c, \u90a3\u8981\u51c6\u786e\u4f30\u8ba1\u8fd9\u4e2a\u590d\u5408\u503c, \u5f53\u7136\u4e5f\u8981\u6c42\u5176\u4e2d\u7684\u6bcf\u4e2a\u56e0\u5b50\u7684\u503c\u5c3d\u53ef\u80fd\u51c6\u786e. \u8fd9\u91cc\u5728\u7092\u51b7\u996d\u8bf4\u51c6\u786e\u5ea6, \u4ee5\u53ca MAE\/MSE \u7684\u4f5c\u7528<\/p>\n<p>\u5b9e\u9645\u4e0a\u636e\u6211\u6240\u77e5\u5404\u641c\u7d22\u5e7f\u544a\u5e73\u53f0\u7528\u7684\u662f\u6bd4\u6b63\u5e38\u7248\u7684 GSP \u8fd8\u52a0\u5f3a\u6216\u6539\u9020\u8fc7\u7684\u7248\u672c, \u91cc\u9762\u7684\u56e0\u5b50, \u516c\u5f0f, \u903b\u8f91\u66f4\u590d\u6742. \u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\u8fd8\u662f\u9700\u8981\u7ee7\u7eed\u5f3a\u8c03 CTR \u9884\u4f30\u7684\u51c6, \u624d\u80fd\u505a\u66f4\u7cbe\u786e\u7684\u9884\u4f30, \u4ece\u800c\u5e26\u6765\u66f4\u5927\u7684\u6536\u76ca<\/p>\n<p><strong>\u5e7f\u544a\u4e4b\u5916<\/strong><\/p>\n<p>\u547c~ \u8bf4\u5b8c\u4e86\u641c\u7d22\u5e7f\u544a, \u6211\u4eec\u518d\u7b80\u5355\u8bf4\u4e0b\u5185\u5bb9\u5e7f\u544a. \u641c\u7d22\u5e7f\u544a\u51e0\u4e4e\u90fd\u662f\u70b9\u51fb\u4ed8\u8d39, \u800c\u5185\u5bb9\u5e7f\u544a\u540c\u65f6\u5b58\u5728\u6309\u70b9\u51fb\u4ed8\u8d39\u548c\u6309\u5c55\u73b0\u4ed8\u8d39, \u90a3\u600e\u4e48\u6bd4\u8f83\u4e00\u4e2a\u6309\u70b9\u51fb\u4ed8\u8d39\u7684\u5e7f\u544a\u548c\u4e00\u4e2a\u6309\u5c55\u73b0\u4ed8\u8d39\u7684\u5e7f\u544a\u54ea\u4e2a\u9884\u671f\u6536\u76ca\u66f4\u9ad8? \u540c\u6837\u662f CPM, \u6309\u5c55\u73b0\u4ed8\u8d39\u7684\u5e7f\u544a\u7ed9\u7684\u662f\u786e\u5b9a\u503c, \u800c\u6309\u70b9\u51fb\u4ed8\u8d39\u7684\u662f\u4e00\u4e2a\u9884\u4f30\u503c, \u901a\u8fc7 Bid*pCTR \u5f97\u5230, \u5982\u679c pCTR \u4e0d\u51c6, \u5c31\u4f1a\u5bfc\u81f4\u70b9\u51fb\u4ed8\u8d39\u5e7f\u544a\u7684\u9884\u671f\u6536\u76ca\u8ba1\u7b97\u4e0d\u51c6, \u5219\u4e0d\u4e00\u5b9a\u53d7\u76ca\u6700\u5927. \u7ee7\u7eed\u5f3a\u8c03\u9884\u4f30\u7684\u51c6\u7684\u597d\u5904<\/p>\n<p>\u8bf4\u5b8c\u5e7f\u544a\u6211\u4eec\u5c31\u80fd\u8bf4\u8bf4\u5176\u4ed6\u7684, \u6bd4\u5982\u641c\u7d22, \u6bd4\u5982\u63a8\u8350, \u8fd9\u51e0\u4e2a\u7684\u4f18\u5316\u76ee\u6807\u5982\u679c\u662f\u5e26\u6765\u7684\u91cf, \u56e0\u4e3a\u603b\u4f53 PV 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