Multi-objective grammatical evolution of decision trees for mobile marketing user conversion prediction

The worldwide adoption of mobile devices is raising the value of Mobile Performance Marketing, which is supported by Demand-Side Platforms (DSP) that match mobile users to advertisements. In these markets, monetary compensation only occurs when there is a user conversion. Thus, a key DSP issue is th...

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Bibliographic Details
Main Author: Pereira, Pedro José (author)
Other Authors: Cortez, Paulo (author), Mendes, Rui (author)
Format: article
Language:eng
Published: 2021
Subjects:
Conversion Rate (CVR) prediction
Decision Trees
Explainable Artificial Intelligence (XAI)
Grammatical Evolution
Lamarckian Evolution
Engenharia e Tecnologia::Engenharia Eletrotécnica, Eletrónica e Informática
Science & Technology
Online Access:http://hdl.handle.net/1822/71227
Country:Portugal
Oai:oai:repositorium.sdum.uminho.pt:1822/71227

Internet

http://hdl.handle.net/1822/71227

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