Predicting clicks: CTR estimation of advertisements using Logistic Regression classifier

Search engine advertising in the present day is a pronounced component of the Web. Choosing the appropriate and relevant ad for a particular query and positioning of the ad critically impacts the probability of being noticed and clicked. It also strategically impacts the revenue, the search engine shall generate from a particular Ad. Needless to say, showing the user an Ad that is relevant to his/her need greatly improves users satisfaction. For all the aforesaid reasons, its of utmost importance to correctly determine the click-through rate (CTR) of ads in a system. For frequently appearing ads, CTR is empirically measurable, but for the new ads, other means have to be devised. In this paper we propose and establish a model to predict the CTRs of advertisements adopting Logistic Regression as the effective framework for representing and constructing conditions and vulnerabilities among variables. Logistic Regression is a type of probabilistic statistical classification model that predicts a binary response from a binary predictor, based on one or more predictor variables. Advertisements that have the most elevated to be clicked are chosen using supervised machine learning calculation. We tested Logistic Regression algorithm on a one week advertisement data of size around 25 GB by considering position and impression as predictor variables. Using this prescribed model we were able to achieve around 90% accuracy for CTR estimation.