09:00am - 09:50am: Session 1

l  09:00am - 09:25am:  Ad Quality on TV: Predicting Television Audience Retention, Yannet Interian, Sundar Dorai-Raj, Igor Naverniouk, P.J Opalinski, Kaustuv Kaustuv, Dan Zigmond.

l  09:25am - 09:50am:  Handling Missing Values in GPS Surveys Using Survival Analysis, Michael May, Christine Körner, Dirk Hecker, Martial Pasquier, Urs Hofmann, Felix Mende.

09:50am - 10:30am: Coffee Break

10:30am - 12:30pm: Session 2

l  10:30am - 10:55am:  A Markov Chain Model for Integrating Behavioral Targeting into Contextual Ads, Ting Li, Ning Liu, Jun Yan, Gang Wang, Fengshan Bai, Zheng Chen.

l  10:55am - 11:20am:  Probabilistic Latent Semantic User Segmentation for Behavioral Targeted Advertising, Xiaohui Wu, Jun Yan, Ning Liu, Shuicheng Yan, Ying Chen, Zheng Chen.

l  11:20am - 11:45am:  Argo: Intelligent Advertising by Mining a User's Interest from His Photo Collections, Xin-Jing Wang, Mo Yu, Lei Zhang , Rui Cai, Wei-Ying Ma.

l  11:45am - 12:10pm:  Scalable Clustering and Keyword Suggestion for Online Advertisements, Anton Schwaighofer, Joaquin Quiñonero Candela, Thomas Borchert, Thore Graepel, Ralf Herbrich.

l  12:10pm - 12:35pm:  Inferring Local Synonyms for Improving Keyword Suggestion in an On-line Advertisement System, Luís Sarmento, Paulo Trezentos,  João Gonçalves, Eugénio Oliveira.

12:35pm - 14:00pm: Lunch Break

14:00pm - 15:00pm: Invited Talk

l  Brand Advertising, On-line Audiences, and Social Media, Foster Provost.  (see the bottom of this page for details)

15:00pm - 15:25pm: Session 3

l  15:00pm - 15:25pm:  Data-Driven Text Features for Sponsored Search Click Prediction, Benyah Shaparenko, Özgür Çetin, Rukmini Iyer.

15:25pm - 16:00pm: Coffee Break

16:00pm - 17:15pm: Session 4

l  16:00pm - 16:25pm:  Revenue Optimization with Relevance Constraint in Sponsored Search, Yunzhang Zhu, Gang Wang, Junli Yang, Dakan Wang, Jun Yan, Zheng Chen.

l  16:25pm - 16:50pm:  Pricing Guidance in Ad Sale Negotiations: The PrintAds Example, Adam Isaac Juda, S. Muthukrishnan, Ashish Rastogi.

l  16:50pm - 17:15pm:  Online Allocation of Display Advertisements Subject to Advanced Sales Contracts, Saeed Alaei, Esteban Arcaute, Samir Khuller, Wenjing Ma, Azarakhsh Malekian, John Tomlin.

Invited Talk:

Brand Advertising, On-line Audiences, and Social Media
Foster Provost
NYU Stern School & Coriolis Ventures

Abstract
This talk will discuss the issues and techniques at the intersection of data science, advertising technology, and the business of brand advertising on-line. For better or worse, on-line advertising has been viewed by many advertisers as a direct marketing channel, with sponsored search advertising being the shining star. However, a very large proportion of advertising budgets is dedicated to brand advertising, for which clicks and short-horizon on-line purchases may not be the primary goal. Instead or in addition, brand advertisers want to get an advertising message to a chosen audience, for example to build or to reinforce brand affinity. This talk will argue that social media may be particularly valuable for on-line brand advertising, and discuss technology for selecting, evaluating, and targeting audiences, plus important issues such as privacy and maintaining brand image.


About the speaker:
Foster Provost is the Professor and NEC Faculty Fellow of Dept. of Information, Operations and Management Sciences, Leonard N. Stern School of Business at New York University. Prof. Provost is Editor-in-Chief of the journal Machine Learning. He won IBM Faculty Awards in 2000 and in 2001 for outstanding research in data mining and machine learning. He was elected as a founding board member of the International Machine Learning Society. He is a member of the editorial boards of the Journal of Machine Learning Research (JMLR) and the Journal of Artificial Intelligence Research (JAIR). In 2001, he co-chaired the program of the premier data mining conference (KDD-2001).