User behaviour targeting is essential in online advertising. Compared with sponsored search keyword targeting and contextual advertising page content targeting, user behaviour targeting builds users' interest profiles via tracking their online behaviour and then delivers the relevant ads according to each user's interest, which leads to higher targeting accuracy and thus more improved advertising performance. The current user profiling methods include building keywords and topic tags or mapping users onto a hierarchical taxonomy. However, to our knowledge, there is no previous work that explicitly investigates the user online visits similarity and incorporates such similarity into their ad response prediction. In this work, we propose a general framework which learns the user profiles based on their online browsing behaviour, and transfers the learned knowledge onto prediction of their ad response. Technically, we propose a transfer learning model based on the probabilistic latent factor graphic models, where the users' ad response profiles are generated from their online browsing profiles. The large-scale experiments based on real-world data demonstrate significant improvement of our solution over some strong baselines.
@cite_7: Internet display advertising is a critical revenue source for publishers and online content providers, and is supported by massive amounts of user and publisher data. Targeting display ads can be improved substantially with machine learning methods, but building many models on massive data becomes prohibitively expensive computationally. This paper presents a combination of strategies, deployed by the online advertising firm Dstillery, for learning many models from extremely high-dimensional data efficiently and without human intervention. This combination includes: (i) A method for simple-yet-effective transfer learning where a model learned from data that is relatively abundant and cheap is taken as a prior for Bayesian logistic regression trained with stochastic gradient descent (SGD) from the more expensive target data. (ii) A new update rule for automatic learning rate adaptation, to support learning from sparse, high-dimensional data, as well as the integration with adaptive regularization. We present an experimental analysis across 100 different ad campaigns, showing that the transfer learning indeed improves performance across a large number of them, especially at the start of the campaigns. The combined "hands-free" method needs no fiddling with the SGD learning rate, and we show that it is just as effective as using expensive grid search to set the regularization parameter for each campaign.
@cite_8: To achieve good generalization in supervised learning, the training and testing examples are usually required to be drawn from the same source distribution. In this paper we propose a method to relax this requirement in the context of logistic regression. Assuming Dp and Da are two sets of examples drawn from two mismatched distributions, where Da are fully labeled and Dp partially labeled, our objective is to complete the labels of Dp. We introduce an auxiliary variable μ for each example in Da to reflect its mismatch with Dp. Under an appropriate constraint the μ's are estimated as a byproduct, along with the classifier. We also present an active learning approach for selecting the labeled examples in Dp. The proposed algorithm, called "Migratory-Logit" or M-Logit, is demonstrated successfully on simulated as well as real data sets.
@cite_1: A major assumption in many machine learning and data mining algorithms is that the training and future data must be in the same feature space and have the same distribution. However, in many real-world applications, this assumption may not hold. For example, we sometimes have a classification task in one domain of interest, but we only have sufficient training data in another domain of interest, where the latter data may be in a different feature space or follow a different data distribution. In such cases, knowledge transfer, if done successfully, would greatly improve the performance of learning by avoiding much expensive data-labeling efforts. In recent years, transfer learning has emerged as a new learning framework to address this problem. This survey focuses on categorizing and reviewing the current progress on transfer learning for classification, regression, and clustering problems. In this survey, we discuss the relationship between transfer learning and other related machine learning techniques such as domain adaptation, multitask learning and sample selection bias, as well as covariate shift. We also explore some potential future issues in transfer learning research.
@cite_6: 
@cite_27: The reinforcement learning paradigm is a popular way to address problems that have only limited environmental feedback, rather than correctly labeled examples, as is common in other machine learning contexts. While significant progress has been made to improve learning in a single task, the idea of transfer learning has only recently been applied to reinforcement learning tasks. The core idea of transfer is that experience gained in learning to perform one task can help improve learning performance in a related, but different, task. In this article we present a framework that classifies transfer learning methods in terms of their capabilities and goals, and then use it to survey the existing literature, as well as to suggest future directions for transfer learning work.
@cite_13: 
deals with the learning problem where the learning data of the target task is expensive to get, or easily outdated, via transferring the knowledge learned from other tasks @cite_1 . It has been proven to work on a variety of problems such as classification @cite_6 , regression @cite_8 and collaborative filtering @cite_13 . Different from multi-task learning, where the data from different tasks are assumed to drawn from the same distribution @cite_27 , transfer learning methods may allow for arbitrary source and target tasks. In online advertising field, the authors in a recent work @cite_7 proposed a transfer learning scheme based on logistic regression prediction models, where the parameters of ad click prediction model were restricted with a regularisation term from the ones of user web browsing prediction model. In this paper, we consider it as one of the baselines.