Ad Click-Through Rate Prediction: A Survey

Ad click-through rate prediction (CTR), as an essential task of charging advertisers in the field of E-commerce, provides users with appropriate advertisements according to user interests to increase users' click-through rate based on user clicks. The performance of CTR models plays a crucial role in advertising. Recently, there are many approaches to improving the performance of CTR. In this paper, we present a survey to analyze state-of-art models of CTR via types of models comprehensively. Finally, we summarize some practical challenges and then open perspective problems of CTR.