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    DA Project Report

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    Mandar Pande
    This document describes a project to optimize advertisement click-through rates using reinforcement learning. The objectives are to clean and preprocess data, then use an Upper Confidence Bound model to optimize click-through rates. Testing showed the model could successfully make predictions and generate a histogram of ad selections. The results demonstrate the model was able to optimize click-through rates for an advertising company.

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    DA Project Report

    Uploaded by

    Mandar Pande
    31 views6 pages
    This document describes a project to optimize advertisement click-through rates using reinforcement learning. The objectives are to clean and preprocess data, then use an Upper Confidence Bound model to optimize click-through rates. Testing showed the model could successfully make predictions and generate a histogram of ad selections. The results demonstrate the model was able to optimize click-through rates for an advertising company.

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    DA Project Report (1)

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    This document describes a project to optimize advertisement click-through rates using reinforcement learning. The objectives are to clean and preprocess data, then use an Upper Confidence Bound model to optimize click-through rates. Testing showed the model could successfully make predictions and generate a histogram of ad selections. The results demonstrate the model was able to optimize click-through rates for an advertising company.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    31 views6 pages

    DA Project Report

    Uploaded by

    Mandar Pande
    This document describes a project to optimize advertisement click-through rates using reinforcement learning. The objectives are to clean and preprocess data, then use an Upper Confidence Bound model to optimize click-through rates. Testing showed the model could successfully make predictions and generate a histogram of ad selections. The results demonstrate the model was able to optimize click-through rates for an advertising company.

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    You are on page 1of 6

     

     
    Advertisement Click-Through-Rate 
    Optimisation using reinforcement 
    learning 
     
     
    Data Analytics
    Semester 7
    BE 1

    BY:
    Amey Kolhe 4144
    Mandar Pande 4156

     
     
     

    1
    Contents

    Problem Statement 3

    Abstract 3

    Objective 3

    Outcome 3

    Introduction 4

    Project Development Outline 4

    Scope 5

    Test Cases 5

    Results 5

    Conclusion 6

    REFERENCES 6

    2
    Problem Statement

    Click-through rate (CTR) is the ratio of users who click on a specific link to the number of
    total users who view a page, email, or advertisement. It is commonly used to measure the
    success of an online advertising campaign for a particular website as well as the
    effectiveness of email campaigns. Given a set of advertisements, determine which one will
    have the highest CTR and provide optimal results using reinforcement learning.

    Abstract

    In online advertising, the click-through rate (CTR) is the percentage of individuals viewing a
    web page who click on a specific advertisement that appears on the page. Click-through rate
    measures how successful an ad has been in capturing users' interest. The higher the
    click-through rate, the more successful the ad has been in generating interest. A high
    click-through rate can help a website owner support the site through advertising dollars.
    In this project we use the dataset provided at superdatascience.com to train our model. We
    employ reinforcement learning algorithm namely, Upper Confidence Bound algorithm to
    optimise the click through rates of the ads.

    Objective

    The mini project aims to attain the following objectives:

    ● Clean data by using various data cleaning techniques


    ● Pre-process the data so that it can be used for analysis and statistical computation
    ● Analyse provided data present data in a readable format for any user
    ● Use UCB model to optimise the CTR of the ads.

    Outcome

    After completing this mini-project, we will be able to build Upper Confidence Bound by
    performing data preprocessing and testing for accuracy on the test data.

    3
    Introduction

    A click-through rate can help digital marketers measure the efficacy of a variety of online marketing
    campaigns. It may be utilized with a variety of mediums, such as display advertisements, email
    advertising and paid search.

    It can also be used to measure the effectiveness of advertising copy, titles and descriptions that
    make up the metadata of online content. Since most websites are built to compel users to take an
    action, click-through rates can help digital marketers learn what works and what doesn't.

    Such monitoring does not give advertisers any insight into the intent and reasoning of an individual
    who has clicked on an online ad or piece of content but remains a standard because of its
    convenience.

    Because of its simplicity and efficiency, optimising CTR becomes an important task. In this project,
    we will use reinforcement learning algorithm to optimise the click through rates of an ad company

    Project Development Outline

    For ​the successful implementation of the project we undertook the following activities:

    1. Brainstorming for project field selection


    2. Requirement gathering for the selected topic
    3. Requirement analysis of the collected requirements
    4. Finalizing requirements and problem statement.
    5. Brainstorming for data analysis techniques
    6. Incorporation of changes
    7. Implementation of reinforcement learning model
    8. Testing of model
    9. Final testing
    10. Result Analysis
    11. Project Report Submission

    4
    Scope

    Dataset from the superdatascience.com has various ad versions on horizontal and users on
    vertical. Each time a user clicks an advertisement, the value of that cell is 1, else 0. We only
    explore the upper confidence bound algorithm in this project as it provides satisfactory
    results. The result is analyzed using a histogram. The UCB algorithm has been implemented
    by us for the given dataset.

    ​Test Cases

    Case ID Case Expected Actual Result


    Output Output

    1 Compile UCB Model Compilation Compilation Pass


    Successful Successful

    2 Prediction using UCB Model Prediction Prediction Pass


    complete complete

    3 Generate Histogram Histogram Histogram Pass


    generated generated
    Successful Successful

    Results

    Fig 1 : Histogram of ads selections

    5
    Conclusion

    We have successfully completed the project with the required functionalities and stated
    scope. Results have been demonstrated using histogram for better comparison and analysis.

    REFERENCES

    [1] ​https://scikit-learn.org/​ (Date visited : 13/9/19 time : 15:30)


    [2] ​https://matplotlib.org/​ (Date visited : 15/9/19 time : 15:30)
    [3] ​https://en.wikipedia.org/wiki/Data_analysis​ (Date visited : 11/9/19 time : 17:30)

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