Scalable distributed inference of dynamic user interests for behavioral targeting

Abstract

Historical user activity is key for building user profiles to predict the user behavior and affinities in many web applications such as targeting of online advertising, content personalization and social recommendations. User profiles are temporal, and changes in a user's activity patterns are particularly useful for improved prediction and recommendation. For instance, an increased interest in car-related web pages may well suggest that the user might be shopping for a new vehicle.In this paper we present a comprehensive statistical framework for user profiling based on topic models which is able to capture such effects in a fully \emph{unsupervised} fashion. Our method models topical interests of a user dynamically where both the user association with the topics and the topics themselves are allowed to vary over time, thus ensuring that the profiles remain current.