advertising Articles

  • Ads CTR Graphic

    Challenges and practical lessons from building a deep-learning-based ads CTR prediction model

    August 29, 2022

    Co-authors: Ruoyan Wang, Sirou Zhu, Chengming Jiang Introduction At LinkedIn, our ads business is powered by click-through-rate (CTR) prediction, a core machine learning model. CTR prediction estimates the probability of clicks between a LinkedIn member and a potential advertisement. That probability is then used for ads auctions, which decide the order of ads...

  • Building Conversion Tracking at LinkedIn

    September 29, 2016

    Additional coauthors: Ryan Tecco, Paul Bergeron, Prapti Sen Advertisers want to know what happens after a LinkedIn member sees an ad from one of LinkedIn's marketing opportunities. Do they lose interest? Do they close the browser and come back a few days later to sign up? Do they actually convert? With Conversion Tracking, we can finally answer these questions....

  • Serving Ads Beyond LinkedIn - Ad Diagram

    Serving Ads Beyond LinkedIn via Real-time Bidding

    September 1, 2016

    Coauthor: Peter Foldes, Yawen Wei Sponsored Content is a key component of LinkedIn’s marketing solution suite, and helps advertisers reach the right audience using comprehensive targeting options via company updates. Sponsored Content is a native ad shown in members’ feeds sharing a similar look, background, and font as other items in their feed. It is one of...