Yahoo! Inc.

Zengvan Zhang

Adwait Ratnaparkhi

Abraham Hossain Bagherjeiran

Andrew Hatch

Renjie Tang

Ralesh Parekh

A method for adaptive display of internet advertisements to look-alike users using a desired user profile dataset as a seed to machine learning modules. Upon availability of a desired user profile, that user profile is mapped other look-alike users (from a larger database of users). The method proceeds to normalize the desired user profile object, proceeds to normalize known user profile objects, then seeding a machine-learning training model with the normalized desired user profile object. A scoring engine uses the normalized user profiles for matching based on extracted features (i.e. extracted from the normalized user profile objects). Once look-alike users have been identified, the internet display system may serve advertisements to the look-alike users, and analyze look-alike users' behaviors for storing the predicted similar user profile objects into the desired user profile object dataset, thus adapting to changing user behavior.

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San Jose, CA, United States of America

Zengvan Zhang