|How to determine ad ordering if you do not have extensive click-through-rate probabilities? That is what this paper does. They use machine learning, logistic regression, to predict the click-through-rate (CTR).|
The basic model builds on previous work. The first thing they try to add a notion of ad quality, the landing page quality, and relevance. They further tried to improve the results by adding features, which key terms appear in the title and the tex, and using machine learning to learn quality.