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2025 Volume 40
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REVIEW   Open Access    

A comprehensive survey on advertising click-through rate prediction algorithm

  • Southwest Petroleum University, Chengdu, China

  • Southwest Institute of Electronic Technology, Chengdu, China

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  • Abstract: Advertising click-through rate (CTR) prediction is a fundamental task in recommender systems, aimed at estimating the likelihood of users interacting with advertisements based on their historical behavior. This prediction process has evolved through two main stages: from traditional shallow interaction models to more advanced deep learning approaches. Shallow models typically operate at the level of individual features, failing to fully leverage the rich, multilevel information available across different feature sets, leading to less accurate predictions. In contrast, deep learning models exhibit superior feature representation and learning capabilities, enabling a more realistic simulation of user interactions and improving the accuracy of CTR prediction. This paper provides a comprehensive overview of CTR prediction algorithms in the context of recommender systems. The algorithms are categorized into two groups: shallow interactive models and deep learning-based prediction models, including deep neural networks, convolutional neural networks, recurrent neural networks, and graph neural networks. Additionally, this paper also discusses the advantages and disadvantages of the aforementioned algorithms, as well as the benchmark datasets and model evaluation methods used for CTR prediction. Finally, it identifies potential future research directions in this rapidly advancing field.
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    Jing Bai, Xinyu Geng, Jiaqi Deng, Zhen Xia, Hongxia Jiang, Guoqiang Yan, Jing Liang. 2025. A comprehensive survey on advertising click-through rate prediction algorithm. The Knowledge Engineering Review 40(1), doi: 10.1017/S0269888925000025
    Jing Bai, Xinyu Geng, Jiaqi Deng, Zhen Xia, Hongxia Jiang, Guoqiang Yan, Jing Liang. 2025. A comprehensive survey on advertising click-through rate prediction algorithm. The Knowledge Engineering Review 40(1), doi: 10.1017/S0269888925000025
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A comprehensive survey on advertising click-through rate prediction algorithm

  • Southwest Petroleum University, Chengdu, China

  • Southwest Institute of Electronic Technology, Chengdu, China

  • Received: 22 September 2022
  • Revised: 14 March 2025
  • Accepted: 14 March 2025
  • Published online: 21 May 2025
The Knowledge Engineering Review  40,  2025, 40(1)  |  Cite this article

Abstract: Abstract: Advertising click-through rate (CTR) prediction is a fundamental task in recommender systems, aimed at estimating the likelihood of users interacting with advertisements based on their historical behavior. This prediction process has evolved through two main stages: from traditional shallow interaction models to more advanced deep learning approaches. Shallow models typically operate at the level of individual features, failing to fully leverage the rich, multilevel information available across different feature sets, leading to less accurate predictions. In contrast, deep learning models exhibit superior feature representation and learning capabilities, enabling a more realistic simulation of user interactions and improving the accuracy of CTR prediction. This paper provides a comprehensive overview of CTR prediction algorithms in the context of recommender systems. The algorithms are categorized into two groups: shallow interactive models and deep learning-based prediction models, including deep neural networks, convolutional neural networks, recurrent neural networks, and graph neural networks. Additionally, this paper also discusses the advantages and disadvantages of the aforementioned algorithms, as well as the benchmark datasets and model evaluation methods used for CTR prediction. Finally, it identifies potential future research directions in this rapidly advancing field.

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    Cite this article
    Jing Bai, Xinyu Geng, Jiaqi Deng, Zhen Xia, Hongxia Jiang, Guoqiang Yan, Jing Liang. 2025. A comprehensive survey on advertising click-through rate prediction algorithm. The Knowledge Engineering Review 40(1), doi: 10.1017/S0269888925000025
    Jing Bai, Xinyu Geng, Jiaqi Deng, Zhen Xia, Hongxia Jiang, Guoqiang Yan, Jing Liang. 2025. A comprehensive survey on advertising click-through rate prediction algorithm. The Knowledge Engineering Review 40(1), doi: 10.1017/S0269888925000025
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