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Audience Expansion for Online Social Network Advertising - KDD 2016

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Online social network advertising platforms, such as that provided by LinkedIn, generally allow marketers to specify targeting options so that their ads appear to a desired de- mographic. Audience Expansion is a technique developed at LinkedIn to simplify targeting and identify new audi- ences with similar attributes to the original target audi- ence. We developed two methods to achieve Audience Ex- pansion: campaign-agnostic expansion and campaign-aware expansion. In this paper, we describe the details of these methods, present in-depth analysis of their trade-offs, and demonstrate a hybrid strategy that possesses the combined strength of both methods. Through large scale online exper- iments, we show the effectiveness of the proposed approach, and as a result, the benefits it brings to the whole market- place including both LinkedIn and advertisers. The achieved benefits can be characterized as: 1) simplified targeting pro- cess and increased reach for advertisers, and 2) better uti- lization of LinkedIn’s ads inventory and higher and more efficient market participation.

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Audience Expansion for Online Social Network Advertising - KDD 2016

  1. 1. ©2016 LinkedIn Corporation. All Rights Reserved. 1 Audience Expansion for Online Social Network Advertising Haishan Liu, David Pardoe, Kun Liu, Manoj Thakur, Frank Cao, Chongzhe Li
  2. 2. ©2016 LinkedIn Corporation. All Rights Reserved. 2 Ad Targeting Overview User / Ad Matching Ad campaign geo = na.us || na.ca && title = software engineer && skill = java || C++ && comp != LinkedIn ... Member profile geo: na.us.ny title: data scientist skill: java, hadoop company: LinkedIn ... Ad Campaign Member Profile
  3. 3. ©2016 LinkedIn Corporation. All Rights Reserved. 3 What is Audience Expansion? Increase the reach of ad campaigns
  4. 4. ©2016 LinkedIn Corporation. All Rights Reserved. 4 Why Audience Expansion ▪ Enumerating targeting options is hard ▪ Order of magnitude of common targeting attributes ▪ Title: 10k ▪ Skill: 100k ▪ Group: 1 million ▪ Company: 10 million
  5. 5. ©2016 LinkedIn Corporation. All Rights Reserved. 5 Goal of Audience Expansion ▪ For advertisers ▪ Increased reach ▪ Simplified targeting ▪ For LinkedIn ▪ Increased utilization of inventory ▪ Higher marketplace participation ▪ For members ▪ Minimal impact on experience
  6. 6. ©2016 LinkedIn Corporation. All Rights Reserved. 6 More targeting options (groups, skills, schools, etc.)
  7. 7. ©2016 LinkedIn Corporation. All Rights Reserved. 7 Audience Expansion Methodology Overview ● Two types of expansion work simultaneously ○ Campaign-agnostic expansion ■ Matches targeting criteria with expanded member profile attributes ■ Takes effect immediately after the campaign launch ○ Campaign-aware expansion ■ Matches a campaign to members similar to the targeted audience ■ The expanded audience is calculated offline, which takes a few hours
  8. 8. ©2016 LinkedIn Corporation. All Rights Reserved. 8 Audience EXACT MATCH BROADENED MATCH - Company: Nationwide Children's Hospital - Title: Research Associate - Skill: Comparative genomics, BioStats Standard Profile Expanded Profile - Company: St. Jude Children's Hospital - Title: Research Scientist - Skill: Bioinformatics Campaign-Agnostic Expansion
  9. 9. ©2016 LinkedIn Corporation. All Rights Reserved. 9 Audience EXACT MATCH LOOK-ALIKE AUDIENCE - Profile similarity - Behavior similarity Campaign-Aware Expansion
  10. 10. ©2016 LinkedIn Corporation. All Rights Reserved. 10 Audience Expansion in the Ads Serving Flow
  11. 11. ©2016 LinkedIn Corporation. All Rights Reserved. 11 Profile Attribute Expansion by Similar-X Profile company: LinkedIn Profile group … Other profile attribute expansionsFor each member Campaign-agnostic expansion Similar companies Similar groups Facebook Twitter Google Pinterest Netflix Amazon Amazon Salesforce Expanded profile:
  12. 12. ©2016 LinkedIn Corporation. All Rights Reserved. 12 Modeling Overview for Similar-X Entity similarity Field similarity
  13. 13. ©2016 LinkedIn Corporation. All Rights Reserved. 13 Feature Extraction (E.g., LinkedIn) ▪ N-grams/phrases ▪ headline: Internet, professional, Social Network ▪ description: connection, productive, Talent Solution ▪ Standardized ▪ industry: Internet ▪ type: public company ▪ size: 5001-10000 employees
  14. 14. ©2016 LinkedIn Corporation. All Rights Reserved. 14 Feature Extraction (E.g., LinkedIn) ▪ Derived ▪ skills: Software Engineering, Management, Marketing ▪ interests: professional identity, software development ▪ Network proximities ▪ view-browsemap: Facebook, Twitter, Pinterest ▪ occupation-browsemap: Google, Yahoo, Facebook
  15. 15. ©2016 LinkedIn Corporation. All Rights Reserved. 15 Lookalike Expansion by Similar-Profiles originally targeted members For each campaign Campaign-aware expansion SWE at LinkedIn with a Machine Learning skill Data Scientist at Amazon with a Data Mining skill
  16. 16. ©2016 LinkedIn Corporation. All Rights Reserved. 16 Similar Profiles ▪ Problem size the square of LinkedIn users ▪ Serves as an independent product in LinkedIn Recruiter ▪ Enables Search By Ideal Candidate as part of Next-Gen Recruiter ▪ Powers Lead Recommendations in Sales Navigator
  17. 17. ©2016 LinkedIn Corporation. All Rights Reserved. 17 Other Considerations - Campaign Selection ▪ A set of heuristics to identify campaigns that would likely to benefit from campaign-aware expansion ▪ Must target a relatively specific audience using fine-grained attributes ▪ The size of the audience should not be extremely large ▪ The budget should be enough to afford additional impressions from the expanded audience
  18. 18. ©2016 LinkedIn Corporation. All Rights Reserved. 18 Other Considerations - Offline Matching ▪ Offline pipeline to emulate online ad/member matching ▪ Matches all active campaigns against all members (~460 million) ▪ Implemented as a massive map-reduce job with following optimizations ▪ Use inverted campaign index as opposed to forward campaign index used in online matching ▪ Use distributed cache to replicate campaign inverted index across all mappers for matching ▪ Reduce the number of campaigns selected for matching by considering only active campaigns
  19. 19. ©2016 LinkedIn Corporation. All Rights Reserved. 19 Other Considerations - Post-Expansion Filters ▪ Remove following members from the expanded audience ▪ Negatively targeted ▪ Those violate the location, gender, or language criteria ▪ In addition, remove most expensive members ▪ Estimate member eCPC ▪ Regress historical bid distribution on profile attributes
  20. 20. ©2016 LinkedIn Corporation. All Rights Reserved. 20 Other Considerations - Online-Offline Sync Tc = -1 Tg = t1 campaign-aware pipeline run campaign targeting change Tc = t2 Tg = t1 Tc > Tg t1 t2 t3 Tc = t3 Tg = t1 Tc > Tg Campaign targeting could change after the offline computation time campaign-aware pipeline run Offline results generated before t2 will be invalidated until new results are generated after t3
  21. 21. ©2016 LinkedIn Corporation. All Rights Reserved. 21 Effectiveness of Similar Profiles ▪ Compare network density between original and expanded audiences ▪ Baseline -- expand to active ads clickers ▪ Expansion by Similar Profiles achieves much higher network density than baseline denseraudience more expansion
  22. 22. ©2016 LinkedIn Corporation. All Rights Reserved. 22 Campaign-Member Fitness Score ▪ Campaign-member score ▪ The more similar members there are in the targeted audience to an untargeted member, the more fit the untargeted member is to be included in the expanded audience.
  23. 23. ©2016 LinkedIn Corporation. All Rights Reserved. 23 Evaluation and Results Tuning a number of hyper-parameters through multiple A/B tests on a fraction of members
  24. 24. ©2016 LinkedIn Corporation. All Rights Reserved. 24 Online Evaluation Relative changes in metrics compared to control. Statistically significant differences are in bold. Relative changes in metrics when only considering impressions won by expansion-enabled campaigns.
  25. 25. ©2016 LinkedIn Corporation. All Rights Reserved. 25 Impact of Audience Expansion to the Marketplace Coverage: the number of delivered impressions as a percentage of the number of available impressions, which measures how effective the ads inventory is utilized Coverage increases in response to the Audience Expansion ramp-up
  26. 26. ©2016 LinkedIn Corporation. All Rights Reserved. 26 Future Work ▪ Beyond Similar-X ▪ behavior-based similarity (ads click/share/like) ▪ collaborative-filtering ▪ Beyond targeting-based expansion ▪ Expand from optional seed lists
  27. 27. ©2016 LinkedIn Corporation. All Rights Reserved. 27 Thanks For Your Attention! Questions?

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