Leveraging Blogging Activity on Tumblr to InferDemographics and Interests of Users for Advertising

Purposes

Mihajlo Grbovic, Vladan Radosavljevic, Nemanja DjuricNarayan Bhamidipati, Ananth Nagarajan

Yahoo Labs{mihajlo, vladan, nemanja}@yahoo-inc.com

701 First Ave, Sunnyvale, CA, USA

ABSTRACTAs one of the leading platforms for creative content, Tumblroffers advertisers a unique way of creating brand identity.Advertisers can tell their story through images, animation,text, music, video and more, and they can promote thatcontent by sponsoring it to appear as an advertisement inthe streams of Tumblr users. In this paper, we present aframework that enabled one of the key targeted advertis-ing components for Tumblr, specifically, gender and interesttargeting. We describe the main challenges involved in thedevelopment of the framework, which include the creationof a ground truth for training gender prediction models, aswell as mapping Tumblr content to an interest taxonomy.For purposes of inferring user interests, we propose a novelsemi-supervised neural language model for categorization ofTumblr content (i.e., post tags and post keywords). Themodel was trained on a large-scale data set consisting of 6.8billion user posts, with a very limited amount of categorizedkeywords, and was shown to have superior performance overthe baseline models. We successfully deployed gender andinterest targeting capability in Yahoo production systems,delivering inference for users that covers more than 90% ofthe daily activities on Tumblr. Online performance resultsindicate advantages of the proposed approach, where we ob-served a 20% increase in user engagement with sponsoredposts in comparison to untargeted campaigns.

Categories and Subject DescriptorsH.2.8 [Database applications]: Data Mining

Keywordsdata mining; computational advertising; audience modeling;algorithms

Permission to make digital or hard copies of all or part of this work for personal orclassroom use is granted without fee provided that copies are not made or distributedfor profit or commercial advantage and that copies bear this notice and the full cita-tion on the first page. Copyrights for components of this work owned by others thanACM must be honored. Abstracting with credit is permitted. To copy otherwise, or re-publish, to post on servers or to redistribute to lists, requires prior specific permissionand/or a fee. Request permissions from Permissions@acm.org.KDD’15, August 10-13, 2015, Sydney, NSW, Australia.c© 2015 ACM. ISBN 978-1-4503-3664-2/15/08 ...$15.00.

DOI: http://dx.doi.org/10.1145/2766XXX.XXXXXXX.

1. INTRODUCTIONIn recent years, online social networks have evolved to be-

come an important part of life for online users of all demo-graphic and socio-economic backgrounds. They allow usersto easily stay in touch with their friends and family, discusseveryday events, or share their interests with other userswith the click of a button. Tumblr is one such social net-work, representing one of the most popular and fastest grow-ing networks on the web. Hundreds of millions of peoplearound the world come every month to Tumblr to find, fol-low, and share what they love. The Tumblr network is a goldmine of content, comprising of 200 million blogs on differenttopics such as travel, sports, and music, where 85 millionuser posts are published on a daily basis. This wealth ofuser-generated data opens a great opportunity for advertis-ers, allowing them to promote their products through high-quality targeting campaigns to both blog visitors and blogowners [16].

The standard, prevalent form of advertising on Tumblr isthrough sponsored posts that appear alongside regular postsin the user’s dashboard, the central page for a Tumblr user,displaying the newest posts of followed blogs in the formof a stream. This form of advertising, in which advertise-ments resemble native content in the stream, is often referredto as native advertising. Native advertisements are usuallyaesthetically beautiful and highly engaging, which typicallymakes them more enjoyable than regular display ads [4].Tumblr launched its native advertising product in May of2012. Since then, the number of advertisers (or brands) onthe platform has grown steadily and reached a milestoneof 100 advertisers in April of 2013. Moreover, most of thebiggest global brands have used Tumblr to advertise andsponsored posts have generated billions of paid ad impres-sions since the launch of the Tumblr advertising product1.In this paper, we further enhance ad targeting that Tumblroffers, allowing advertisers to specify new demographic orinterest categories. This improved targeting provides adver-tisers with the control and flexibility to find the audiencethey most want to reach.

Building of interest targeting products on social and mi-croblogging platforms is an important research topic, dis-cussed previously by several researchers [11]. However, dueto its distinct characteristics, Tumblr poses novel challenges,

1www.comscore.com, accessed June 2015

Copyright c© 2016 held by author(s)/owner(s); copying permittedonly for private and academic purposes.Published as part of the #Microposts2016 Workshop proceedings,available online as CEUR Vol-1691 (http://ceur-ws.org/Vol-1691)

#Microposts2016, Apr 11th, 2016, Montréal, Canada.

· #Microposts2016 · 6th Workshop on Making Sense of Microposts · @WWW2016

Figure 1: Examples of blog title (first line, bigger font) and blog description (bottom line, smaller font)

which we explain in detail in this paper. In particular, thecontent and language used on Tumblr have distinct charac-teristics that needed to be accounted for during the mod-eling. Users often use tags to summarize the text in theirposts. However, the language styles used in the tags andpost text are different (e.g., the tag “hp” and the word“hp” have different meanings when they appear in the posts,“Harry Potter” and “HP company”, respectively). More-over, unlike the popular social platform Facebook, whichcontains a large amount of social interactions but a limitedamount of content, or the microblogging platform Twitter,which contains an intermediate amount of social interac-tion and content, Tumblr represents a unique combinationof a rich and diverse content platform and a dynamic so-cial network. To make use of this vast advertising potential,we propose to classify user-generated Tumblr content into astandard multi-level general-interest taxonomy 2 that adver-tisers commonly use for defining their targeting campaigns,opening doors to high-quality audience segmentation andmodeling for purposes of ad targeting. However, inferringcategories of user posts is a challenging task, given the hugequantities of unlabeled data being posted every day and thevery limited amount of labeled data, typically obtained byhuman editorial efforts. To this end, we propose a novelsemi-supervised neural language model, capable of jointlylearning embeddings of post keywords, post tags and cate-gory representations in the same feature space. The neuralmodel was trained on a large-scale data set comprising of6.8 billion posts, with only a fraction of categorized content.

Targeting pipelines described in this paper are being usedto show ads to millions of users daily, and have substantiallyimproved Tumblr’s business metrics following the launch.On our path to developing targeting capabilities for Tum-blr, we first created user profiles, based on users’ Tumblractivities that include publishing blog posts, following otherblogs, liking posts, and other. Lastly, we aimed at build-ing and delivering both demographic and interest predictivemodels based on the created profiles.

We note that the privacy of our users is of critical impor-tance. Therefore, we were constrained in regards to whatdata we can use. Specifically, user profiles were createdsolely from data which users share publicly with others, in-cluding contents of blog posts, blog titles and descriptions,

2http://www.iab.net/QAGInitiative/overview/taxonomy

and follow, like and reblog actions. This data is publiclyavailable through Tumblr Firehose data source3. Other useractivities, such as user searches on Tumblr, which blogs theyvisited and where they clicked, are considered to be sensitivedata and were not used in any way for the development ofthe ad targeting models.

2. RELATED WORKPersonalization is defined as“the ability to proactively tai-

lor products and product purchasing experiences to tastes ofindividual consumers based upon their personal and prefer-ence information” [7], and it has become an important topicin recent years. Personalization of online content for individ-ual users may lead to improved user experience and directlytranslate into financial gains for online businesses [14]. Inaddition, personalization fosters a stronger bond betweencustomers and companies, and can help in increasing userloyalty and retention [2]. For these reasons it has been rec-ognized as a strategic goal and is the focus of significantresearch efforts of major internet companies [8, 12].

We consider personalization through the domain of ad tar-geting [9], where the task is to find the best matching adsto be displayed for each individual user. This improves theuser’s online experience (as only relevant and interesting adsare shown) and can lead to increased revenue for the adver-tisers (as users are more likely to click on the ad and make apurchase). Due to its large impact and many open researchquestions, targeted advertising has garnered significant in-terest from the machine learning community, as witnessedby a large number of recent workshops4. and publications[5, 11].

One of the basic approaches in ad targeting is to targetusers with ads based on their demographics, such as age orgender. Historically, this approach has proven to work betterthan targeting random users. However, while for some prod-ucts this type of targeting may be sufficient (e.g., women’smakeup, women’s clothing, man’s razors, man’s clothing),for others it is not effective enough and a more involvedprofiling of users is required. A popular method in today’sad targeting that addresses this issue is known as interesttargeting, in which users are assigned interest categories,such as “sports” or “travel”, based on their historical be-havior [1]. Typically, a taxonomy is used to decide on the

3gnip.com/sources/tumblr4www.targetad-workshop.net

· #Microposts2016 · 6th Workshop on Making Sense of Microposts · @WWW2016 3

Figure 2: Distribution of Tumblr post types

targeting categories, and a model is learned to categorizeuser activities and estimate their interest in each category.Interest targeting is known to build good brand awarenesswith relevant audience, which has already shown interest inthe corresponding category. In this paper we follow this in-terest targeting approach. Alternatively, advertisers may beinterested going a step forward and optimizing for intent,typically done by assigning categories to actual ads, andtraining a machine learning model to estimate the probabil-ity of an ad click in that category [17]. For each ad categorya separate predictive model is trained, and evaluated on theentire user population, with N users with the highest scoreselected for ad exposure.

To the best of our knowledge, the Tumblr social networkhas been considered by only a few scientific studies. In [3,15], the authors discuss the problem of blog recommenda-tion, while in [6] they explore Tumblr social norms. How-ever, our work is the first paper that addresses ad targetingon Tumblr.

3. WHAT IS TUMBLR?Tumblr5 is one of the most popular social blogging plat-

forms, where users can create and share posts with the fol-lowers of their blogs. According to data from January 20156,there is a total of 221.6 million blogs on Tumblr, whichjointly produced over 102.7 billion blog posts. With a largenumber of users signing up every day, Tumblr is currentlythe fastest growing social platform7.

3.1 User activities on TumblrTo register for a Tumblr account, a valid e-mail address is

required, along with a primary username (which will becomea part of the blog URL) and a confirmation of age. A Tumblrblog resembles a webpage, with a profile picture, blog titleand blog description appearing at the top (see Figure 1),followed by a stream of blog posts bellow. The first blog

5www.tumblr.com6www.tumblr.com/about7http://t.co/3txHFRJreJ

title

body

tags

reblog

like

Figure 3: Example of Tumblr blog post

created by a registered user is considered his or her primaryblog. In addition, a very small portion of users maintainone or more secondary blogs. A Tumblr user is uniquely de-scribed by the blog ID of the primary blog, and throughoutthe paper we will use “blog” and “user” interchangeably.

Common user activities of Tumblr users include the fol-lowing: 1) creating a post on one’s blog; 2) sharing a postcreated by another blog, called reblogging (a reblogged postwill appear on the user’s blog); 3) liking a post by anotherblog; and 4) following another blog. Similar to Twitter, thefollow connections at Tumblr are uni-directional. However,unlike Twitter, users can create longer and richer content inthe form of several post types, such as text, photo, quote,link, chat, audio and video. The most popular types of blogposts are photo posts and text posts, and, based on theanalysis published in [18], together they cover more than92% of all posts on Tumblr (see Figure 2). Any post typecan be annotated with words starting with # that conciselydescribe the post and allow for easier browsing and search-ing (called tags). Additional metadata that describes a postincludes photo captions in photo posts, post titles in textposts, and artists names in audio posts. An example postis shown in Figure 3. Tags, such as #gadgets or #tech, aredisplayed bellow the photo caption, while the buttons for re-blog and like actions are located in the bottom right corner.Lastly, each user has a dashboard (i.e., a feed of blog postspublished by followed users, which is ordered in time), withmore recent posts appearing at the top.

3.2 Advertising at TumblrAdvertising on Tumblr is implemented through the mech-

anism of sponsored (or promoted) posts shown in a user’sdashboard. This is similar to how advertising works on Twit-ter and Facebook. A sponsored post can be a video, an im-age, or simply a textual post containing an advertising mes-sage. In Figure 4, we show an example of a sponsored postand how it appears on web and mobile dashboards. Sim-ilarly to organic (or non-promoted) posts, sponsored postscan propagate from user to user in the network by means ofreblogs, and users can also “like” the promoted post. Bothlikes and reblogs can be seen as an explicit form of accep-tance or endorsement of the advertising message. Moreover,

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BEAUTIFUL SPONSORED POSTS THAT ARE NATIVE, MOBILE (& WEB), AND EFFECTIVEYOUR CONTENT TAKES CENTER STAGE

• Interest, geo, gender targeting

• Choose from any format: GIFs, Video, still images etc

• Sold on a CPE basis so all you pay for is engagement

• Full reporting on earned impact generated by reblogging, liking, and organic discovery

• Sponsored Video Posts available with full video analytics and sold on a Cost Per View

• Paid syndication to Yahoo available to increase the reach of your Sponsored Posts

Figure 4: Example of Tumblr sponsored post

just like any other posts, sponsored posts are supplementedwith notes on who liked and reblogged the post.

Interestingly, while user-generated, organic posts are re-blogged on average 14 times, sponsored posts are rebloggedon average 10,000 times8. We have observed that 40% ofengagements with sponsored posts are reblogs, likes, or fol-lows. What is more, every fourth reblog of a sponsoredpost results in 6 downstream reblogs from followers, leadingto content longevity, and one third of reblogs of sponsoredposts are present for 30 days or more after the initial post.

4. TUMBLR DATAIn this section, we describe the data sources (user ac-

tivities and post contents) utilized to create user profiles.In particular, user activities included actions such as posts,likes, follows and reblogs, while post contents included tags,the title and body for text posts, artist names from audioposts, as well as tags and captions for photo posts.

4.1 Data sourcesOnce signed in onto Tumblr, a user can follow other users’

blogs. The follow action is one-directional as it does not re-quire the follow back. For the purpose of this study, wecollected a sub-graph which contained 96.9 million uniquenodes (i.e., users), 5.1 billion edges (i.e., follows), out ofwhich 36.4 million are bi-directional (18.2 million pairs ofusers that follow each other). The data set included morethan 26.1 billion activities on Tumblr. As discussed ear-lier, an activity log is available through a data feed calledFirehose.

To create user profiles for targeting, textual contents of allposts were collected, including photo captions, tags, titlesand bodies. In addition, every time a user performs a postor reblog activity, Firehose lists the user’s blog title andblog description, which we also used to represent a user.As we can see in Figure 1, a blog title and description oftenprovide useful information with respect to targeting, such as

8http://yhoo.it/1vFfIAc

Table 1: User data extracted from Tumblr Firehose

Declared Content Actions

blog title post tags reblogblog description photo captions like

text post title followtext post bodyaudio post artists

the user’s first name, age, and even declared interests (e.g.,statements such as “fashion addict” or “I love football”).

4.2 Data ProcessingIn order to improve the representation of user profiles, we

propose to extract keywords from available blog informa-tion. This requires a certain amount of data preparationand processing. Given the extracted blog data, includingthe title, content and tags, we first removed all the htmltags, followed by the removal of stopwords and the forma-tion of bigrams. It is common for certain words to appeartogether more often than some others (e.g., words “credit”and “card”), and we aim to capture those bigrams and usethem in keyword-based user profiles. To detect bigrams, weuse a procedure that counts the unigram and bigram ap-pearances, and for each combination of words wi and wj itcalculates the following score:

score(wi, wj) =count(wi, wj)

count(wi)count(wj). (4.1)

Finally, bigrams with a score above a certain threshold wereextracted from the text in blog contents. Tags, on the otherhand, naturally form n-grams, and we extracted them intheir original form.

4.3 User profilesAvailable data sources were used to create user profiles. In

particular, we extracted three distinct groups of user-relateddata: 1) declared; 2) content of posts; and 3) actions. Thespecific components included in each of the data groups arelisted in Table 1. From each group we extracted features torepresent the users as described below.

Declared data consists of information which a user pro-vided during sign-up, including keywords from the blog titleand blog description, where keywords were extracted usingthe method in Section 4.2. To create user profiles we keptthe most frequent keywords from blog titles and descrip-tions, after removing stopwords such as “a”, “the”, “where”,“in”. We counted the keyword frequency in a user’s blog titleand description, and stored the count along with the timestamp of the latest log-in as a part of the user profile.

Content features were formed from the textual contentsof posts which a user either created or reblogged. The maincontent feature types included: 1) post tags; 2) keywordsfrom the post title and body; 3) keywords from photo postcaptions; and 4) artist names from audio posts. Tags inposts were not tokenized, instead they were used in the formthey appear, e.g., tag “food for a vegan” was one keyword.On the other hand, in order to extract keywords from textappearing in text post content, we again used the methodfrom Section 4.2. We kept only the most frequently occur-ring keywords, excluding stopwords. In addition, we usedthe most popular artist names as keywords. In this way,we collected several millions of distinct keywords that were

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…   …  tj-­‐n  

tj  

tj-­‐1   tj+1   tj+n  

Projec(on  

j-­‐th  tag  

tags  within  a  single  post  

Figure 5: Unsupervised skip-gram model

used to obtain rich representation of user profiles. To il-lustrate content keyword extraction from our dataset, con-sider that user ui at time stamp t used tag #hp five timesand tag #nba eight times, keyword football two times inpost titles and posted an audio post with a song from artistShakira ten times, then the resulting user profile would be:ui = {tag : {#hp, t : 5,#nba, t : 8}, title : {football, t :2}, artist : {shakira, t : 10}}.

Action features include follows, likes, and reblogs. Ifuser ui follows user uj at time stamp t, we create an indi-cator feature follows : {j, t : 1} and add it to the ui’s userprofile. Similarly, if user ui likes or reblogs user uj ’s post,we create a feature that keeps record of the number of likesm and reblogs n, as likes : {j, t : m}, reblogs : {j, t : n},respectively, and update the user profile accordingly.

The described approach resulted in user profiles for a totalof 81.8 million users. The total number of unique featureswas 1.4 million, and an average user had 379.9 non-zero fea-tures. Most of the features described above are representedas either binary indicators or counts of occurrences.

5. INTEREST PREDICTIONThe goal of our work is to infer user demographics (de-

scribed in the following section) and identify user groupswith interests in certain topics, such as music, travel, cook-ing or books, in order to allow advertisers to target seg-mented Tumblr audiences. As the topics may be defined atvarious levels of granularity, to avoid sparsity problems whilestill providing useful and actionable interest categories, userinterests are often classified into a pre-determined hierarchi-cal interest taxonomy that the advertisers commonly use.However, to be able to create effective user interest classi-fiers, one requires a sufficient amount of labeled data. Yet,for the problem of the scale of Tumblr interest prediction,this can be a daunting task for human editors. For thatreason we propose a novel semi-supervised classification ap-proach, based on the recently proposed word2vec model [13],which efficiently and seamlessly makes use of large amountsof unlabeled and a limited amount of editorially labeled datafor learning effective content classifiers.

5.1 User interest taxonomyWe decided to classify keywords into the General Inter-

est Taxonomy (GIT), used by the Yahoo Gemini advertis-

c1   ck  …  j-­‐th  tag  categories  

…   …  tj-­‐n  

tj  

tj-­‐1   tj+1   tj+n  

Projec/on  

j-­‐th  tag  

tags  within  a  single  post  

Figure 6: Semi-supervised skip-gram model

ing platform for native advertising9. The GIT is carefullyderived based on Interactive Advertising Bureau (IAB) tax-onomy recommendations, in order to meet advertiser needsand protect Yahoo’s interests. The GIT has a two-level hi-erarchical structure, such that advertisers can adjust theaudience reach by utilizing broader or narrower interest cat-egories. The top level of the taxonomy contains 23 nodes(e.g., “Automotive”, “Business”, “Pets”, “Travel”), while thesecond level contains 130 nodes which represent more preciseinterests (e.g., “Automotive/SUV”, “Automotive/Luxury”,“Pets/Dogs”).

5.2 Proposed semi-supervised classificationIn this section, we present a novel classification approach

based on the recently proposed skip-gram model [13], whichis used to categorize keywords into the GIT taxonomy. Forconciseness, we describe the proposed model on the assump-tion that it is applied to tag categorization. However, weused the same methodology for categorization of keywordsoriginating from blog titles, descriptions and text, audio andimage posts.

We consider the task of tag classification, where the goalis to classify tags into a pre-defined taxonomy of interestcategories. In order to address this problem, we proposeto learn tag representation in a low-dimensional space usingneural language models that are applied to historical Tum-blr posts. Let us assume that we are given N posts. In thepost logs found in Firehose, every post pi is recorded alongwith the tags tij , j = 1...M . We collected data in the formpi = {tij , j = 1...Mi}, where Mi represents the number oftags in the i-th post. Given the data set D = ∪Ni=1pi, theobjective is to find a representation of tags in which seman-tically similar tags are nearby in the representation space.For this purpose, we extend ideas originating from recentlyproposed language models, as described in the remainder ofthis section.

The skip-gram (SG) model involves learning represen-tations of tags in a low-dimensional space from post logs inan unsupervised fashion, by using the notion of a blog postas a “sentence” and the tags within the post as “words”,borrowing the terminology from the Natural Language Pro-cessing (NLP) domain (see Figure 5). Tag representationsusing the skip-gram model [13] are learned by maximizingthe objective function over the entire D set of blog posts,

9gemini.yahoo.com

· #Microposts2016 · 6th Workshop on Making Sense of Microposts · @WWW2016 6

Table 2: Examples of categorized tags

Tag Categorymusic Arts and Entertainment/Musicfashion Style and Fashionsong Arts and Entertainment/Musicart Arts and Entertainmentdisney Arts and Entertainment/Moviesstyle Style and Fashionphotography Hobbies/Photographyteen wolf Arts and Entertainment/TVfood Food and Drink

defined as

L =∑

p∈D

∑

tj∈p

∑

−n≤m≤n,m 6=0

log P(tj+m|tj). (5.1)

The probability P(tj+m|tj) of observing a neighboring tagtj+m given the current tag tj is defined using the soft-max,

P(tj+m|tj) =exp(v>tjv

′tj+m

)∑Tt=1 exp(v>tjv

′t), (5.2)

where vt and v′t are the input and output vector representa-tions of tag t of user-specified dimensionality d, n defines thelength of the context for tag sequences, and T is the numberof unique tags in the vocabulary. From equation (5.2) we seethat tags that co-occur often and tags with similar contexts(i.e., with similar neighboring tags) will have similar vectorrepresentations as learned by the word2vec model.

The semi-supervised skip-gram (SS-SG) model as-sumes that some tags are labeled with categories from theGIT taxonomy. Next, we introduce a dummy category vec-tor for each node of the taxonomy, and leverage the tag con-texts in blog posts to jointly learn tag vectors and categoryvectors in the same feature space. Given such a setup, afterlearning the representations, every tag from the vocabularycan be categorized by simply looking up the closest categoryvector in the joint embedding space.

Specifically, given the labeled tags, we extend D to obtaindata set Dss where categories are imputed into post “sen-tences” pi, where available. In particular, labeled tags areaccompanied by assigned categories, and every time a vectorof a labeled central tag tj is updated to predict the surround-ing tags, the vectors of categories assigned to tj are updatedas well. More formally, assuming the central tag tj is la-beled with Cj of C categories in total, ζj = {c1, . . . , cCj},the semi-supervised skip-gram learns tag and category rep-resentations by maximizing the following objective function,∑

p∈Dss

∑

tj∈p

∑

−n≤m≤n,m 6=0

(log P(tj+m|tj)+

∑

c∈ζj

log P(tj+m|c)).

(5.3)The probability P(tj+m|c) of observing tag tj+m, given labelc of the current tag tj , is defined using the soft-max,

P(tj+m|c) =exp(v>c v

′tj+m

)∑Tt=1 exp(v>c v′t)

. (5.4)

This procedure allows us to seamlessly incorporate labeledand unlabeled data, and learn tag and category vectors inthe joint embedding space. Then, the classification of tagsamounts to a simple nearest-neighbor search among the cat-egory vectors. In Figure 6 we show the graphical represen-tation of the semi-supervised skip-gram model.

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the_candid_appetite

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billgranger

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chocolatepizza

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almond_paste comfort_food_spam

biscuit_recipe

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fooods

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ilovebutter

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conpanna

thel0veoffood

rumman

bakers_on_tumblr

55_would_eat

Figure 8: Nearest tags to “Food and Drink/Desserts”

5.2.1 TrainingThe models are optimized using stochastic gradient as-

cent, suitable for large-scale problems. However, computa-tion of gradients ∇L in (5.1) and (5.3) is proportional to thevocabulary size T , which may be computationally expensivein practical tasks seeing as how T could easily reach severalmillion tags. As an alternative, we used a negative samplingapproach [13], which significantly reduces the computationalcomplexity.

The data set used during the model training comprised 6.8billion posts that contained tags. To collect category labelsfor some of the tags, we sorted the tags in a decreasing orderof popularity and the editors labeled the top ones with one ormore categories. Following this process, we obtained 8,400categorized tags. We show several examples in Table 2.

The models were trained using a machine with 96GB ofRAM memory and 24 cores. The dimensionality of the em-bedding space was set to d = 300, and the context neigh-borhood size was set to n = 5. Finally, we used 10 neg-ative samples in each vector update for negative sampling.Similarly to the approach in [13], most frequent tags weresub-sampled during the training.

5.2.2 InferenceWhen the vector representations of all tags are learned,

we can find similar tags for a given tag by straightforward

· #Microposts2016 · 6th Workshop on Making Sense of Microposts · @WWW2016 7

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Figure 9: Nearest tags to “Health and Fitness/Weight Loss”

Table 3: Precision and recall of categorization methods

Method Precision Recall

LR-SG 0.71 0.65k-NN-SG 0.82 0.62SS-SG 0.85 0.63

k-nearest neighbor (k-NN) searches in the low-dimensionalrepresentation space. We use cosine distance [13] as a mea-sure of similarity. To illustrate the usefulness of our ap-proach, examples of similar tags to the tags #makeup and#dress are shown in Figure 7, where we can see that se-mantically related tags are grouped in the same part of theembedding space.

Similarly, we can find the most likely category for any tagby finding the nearest category in the vector space. To pro-duce a confident set of categorized tags, we retrieved onlytags with a cosine distance of 0.7 or higher to the corre-sponding category vectors. This threshold was obtainedthrough editorial evaluation of the results. In total, morethan 380,000 tags were confidently categorized into one ormore categories. We show examples of categorized tags forthe categories “Food and Drink/Desserts and Baking” and“Health and Fitness/Weight Loss” in Figures 8 and 9, re-spectively, with tag sizes in descending order of relevance.

A demonstration video of our tag categorization toolis available online at http://youtu.be/ygn5oUBydfM.

5.2.3 EvaluationIn order to quantify the benefits of our approach, we eval-

uated the method by excluding a random 1,000 tags fromthe editorially labeled set, and training the model using theremaining 7,400 labeled tags. We compared the SS-SG clas-sification to the state-of-the-art logistic regression (LR) andk-NN, trained on the vectors learned by the original SGmodel. For LR classification (we refer to the method as LR-SG), we trained one classifier per interest category, while ink-NN (we refer to the method as k-NN-SG), for each test

Table 4: Language differences in post tags and post text

tag ”hp” neighbors word ”hp” neighborsharry potter hewlett packardhp movies hp.comhp books hp computershp book quotes hp companyharry potter facts dell computershogwarts hp printers

tag we found K = 50 nearest categorized neighbors and pre-dicted the category by a majority vote. We report the resultsfollowing a 5-fold cross-validation in Table 3. The results in-dicate that a classification based on our approach achieveshigher precision than the competing methods, while at thesame time maintaining the competitive recall measure.

5.2.4 Model extensionsTo be able to map more of Tumblr content to the GIT

taxonomy, we trained two more semi-supervised skip-grammodels, for: 1) keywords from post titles and bodies and2) keywords from blog titles and descriptions. To train themodels, we followed a similar procedure as before. Editorsprovided 4,700 categorized keywords, which were used toform training data sets for SS-SG model learning. Postkeyword vectors were trained using a data set comprisingN = 6.8 billion posts, while blog title and description key-word vectors were trained using N = 37.1 million blogs.These models were trained separately because of the lan-guage differences in these three domains, between the lan-guage used in post tags, post text, and blog title and de-scription text. To justify our claim, in Table 4 we show thenearest neighbors of the tag “hp” from the tag SS-SG modeland the word “hp” from the post text SS-SG model. As wecan see in the table, “hp” has two different meanings in posttags and post text domains, referring to “Harry Potter” and“Hewlett-Packard”, respectively.

To find the most confident keywords for each category, wecalculated the cosine distances between keyword vectors andcategory vectors from the vocabulary. We retrieved 184,000text blog keywords with a cosine distance of 0.7 or higher.We repeated the same procedure for keywords from blogtitles and descriptions, resulting in 173,000 categorized key-words.

5.3 Forming interest segmentsThe goal of the task of interest prediction is to identify

groups of users with an interest in certain topics, such asmusic, travel, cooking, or books, in order to allow advertisersto target the Tumblr audience according to their interests.Below we describe the method for predicting user interestswhich was used in this study.

In particular, after we obtained categorized tags and key-words, the interest score for user ui in the k-th category attime t was calculated as

uti,cat=k =∑

act∈Ai

∑

kw∈actα(t−tact) wkw I(kw is of class k),

(5.5)where Ai is the set of all activities of user ui, wkw is thevalue of the keyword feature (e.g., if the post contains twomentions of the keyword “shakira” in the same time stamp,then the value is equal to 2, as explained in Section 4.2),while the indicator function I(·) returns 1 if the keyword

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Table 5: Examples of interest inference based on categorized user features

User Inferred interest User profileuser 1 Arts and Entertainment/Movies tag:{spoilers:30, shrek:18, hercules:12, cinderella:3, hobbit:123, hulk:21, pokemon:7, thor:58, . . .

disney:500, tarzan:8, marvel:385, wolverine:21, twilight:2, pixar:87, godzilla:1, x-men:53, . . .pocahontas:4, avengers:134}txt:{aladdin:28, batman:10, bambi:12, movies:100}desc:{oscar:1, animation:12, comedy:1, movie:1, dvd:1}

user 2 Style and Fashion tag:{ womensfashion:110, curls:6, fashiondiaries:133, redhair:2, menswear:125, chanel:4 . . .springfashion:50, style:132, streetstyle:132, hairstylist:134, dapper:3, mensfashion:124}txt:{fashion:108}

user 3 Food and Drink tag:{food:11, dessert:4 , soup:1, brunch:1, fruit:2, chicken:3, smoothie:1, cake:2, breakfast:2, . . .ginger:2, salad:5, avocado:1}txt:{food:16, meals:6}follows:{user4542:1, user84852:1, user9332:1, user4524424:1 }

user 4 Home and Garden tag:{daisies:2, kitchen:20, chair:3, art:81, outdoor:20, chandelier:12, lamp:8, window:2, bath:1 . . .floral:17, home:3, wildflowers:1, flowers:102, interior:201, tree:1, flower:49, table:1, stairs:2, . . .bedroom:56, wood:2, bathroom:26}txt:{garden:32, interior:17, home:41}

user 5 Automotive/Motorcycles tag:{cars:24, ride:9, vehicle:22, riding:8, road:18}txt:{bike:8, motorcycle:10, riding:5, ride:9, road:10, vehicle:18, bikes:6, bicycle:2, scooter:1}

extracted from an activity is of class k, and 0 otherwise.In addition, we used the time stamp tact, representing theday in which the activity happened, to exponentially decayless recent activities to account for passing interest (we usedα = 0.99 in our experiments). Note that the set Ai, inaddition to the user’s original content, also included postsreblogged by user ui.

The value of uti,cat=k represents an exponentially time-decayed count of all the activities in the k-th category. Toeffectively store the user profile for interest targeting, insteadof storing all possible activities and their time stamps, wemaintain a decayed sum of the activities and update theuti,cat=k daily.

Using this approach, we are able to qualify top K users ineach category by sorting the interest score uti,cat=k. Depend-ing on the advertiser’s goals and the category, the choice ofK varies from campaign to campaign. We note that a sin-gle user can be qualified into one or more interest categories(e.g., a user can be categorized in“Sport”,“Sport/Basketball”,and “Health and Nutrition/Vitamins” at the same time),and, when the system was deployed, each user was assignedto 13 categories on average. An example of user profilesqualified into certain categories is given in Table 5.

5.3.1 Leveraging the follower graphTo be able to target Tumblr users who do not create

much content, but who actively follow and engage with otherblogs, we leverage the follower graph to create additionalcategorized features. Using equation 5.5 we can identify fre-quent bloggers in certain interest categories by focusing ona small percentage of users with a maximum ui,cat=k. Fol-lowing and liking posts created by social influencers in thek-th category serves as additional evidence of one’s interestin that category.

In each interest category, we label the 5% of users withthe highest number of activities in that category as frequentbloggers. Next, we update the interest score of all users uiin the k-th category, in the following manner

uti,cat=k+ =∑

b∈Fi

∑

eng∈bα(t−teng) weng I(b is of class k),

(5.6)where Fi is a set of all frequent blogs followed by user ui,eng are all engagements with the b-th blog, i.e. likes orfollow actions, along with their weights weng (e.g., if the

Table 6: A/B test results on 10% of user population

Campaign Control TargetedHome and Garden − +9.71%Style & Fashion − +42.53%Sports/Outdoor Sports − +19.86%Arts & Enter./Television − +24.37%Arts & Enter./Video Games − +19.02%Pets/Dogs − +27.21%Arts & Entertainment 1 − +9.08%Arts & Entertainment 2 − +6.54%

posts created by the b-th blog were liked ten times, then thevalue was set to 10; if a user followed the b-th blog, thenthe value was set to 1), while the indicator function I(·)returns 1 if the blog is of class k, and 0 otherwise. Similarlyto other activities, we applied the exponential decay to thesum, based on the time stamps of follow and like actions.

We have observed that additional signals, in the form offollow and like engagement with frequent bloggers, increaseour segment sizes, making it possible to efficiently target agreater number of users.

5.4 ResultsIn order to evaluate the generated user interest segments,

we performed online A/B testing and worked with severaladvertisers who ran concurrent interest-targeted and untar-geted campaigns. We tracked user engagement with theirads in terms of sponsored post likes, reblogs and follows,and show the results for 8 targeting campaigns in Table 6.We observed an average increase of 20% in user engagement(aggregate of 3 metrics) with sponsored posts in comparisonto untargeted campaigns. This performance result repre-sents a significant improvement over the baseline approach.

6. GENDER PREDICTIONIn this section, we explain the details of our gender pre-

diction model, based on the user profiles described in theprevious sections. We first describe the generation processof a golden set of labeled users, which is used to train apredictive model that generalizes well on the remaining un-labeled users. This is followed by the model’s descriptionand a discussion of the results.

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Table 7: Matching names in blog description (* representsmatched name; 564K female and 395K male users found)

regex countmy name is * 783,564my name’s * 291,811me llamo * 47,663the name’s * 38,065mi nombre es * 9,751mi chiamo * 9,181mein name ist * 1,025meu nome e * 512mon nom est * 215mio nome e * 185

6.1 Collecting ground-truth labelsIn order to train the machine learning method for gender

prediction, in addition to user profiles, we also require la-bels that present the ground truth (i.e., “male” or “female”).However, Tumblr does not collect gender information whenusers sign-up, leaving open the question of how to obtainsuch data.

To address this problem, we proposed to leverage highlyinformative blog description data in order to infer user gen-der information. In particular, very often users declare theirname in the blog description, as illustrated in Figure 1. Toextract the users’ declared names, we used several regularexpression rules that we found to result in very high preci-sion. The obtained results from a large set of name-matchingregular expressions were editorially tested for quality. It wasfound that regular expressions reported in Table 7 yieldedthe most reliable extracted names (valid names were ex-tracted in more than 95% of the cases). Next, in orderto generate the gender ground truth, we used the US cen-sus data of popular baby names10 from year 1880 to 2013to create a “name → gender” mapping. Seeing as how cer-tain names are given to both males and females, we usedthe empirical counts of babies with certain names from cen-sus data to generate the labels. More specifically, we usedmale/female empirical ratios as soft labels, with 1 indicating100% confidence in a male and 0 indicating 100% confidencein a female name.

6.2 Proposed approachLet Dg = {(xi, yi), i = 1, ..., N} denote our gender data

set, where N is the total number of labeled users, xi is theK-dimensional user feature vector generated from the userprofiles, and yi ∈ [0, 1] is the user label (real-valued number,ranging from 0 to 1). The feature vectors were generatedfrom the user profiles described in Section 4.2, by disregard-ing time stamps (due to the fact that, unlike the users’ in-terests, their gender does not fluctuate), and directly usingthe feature counts as values. To handle large counts, wenormalized the counts by applying log transformation: as-suming that the count is x, we replace the count by the valuelog(1 + x).

Our goal is to learn a gender-predictive model, f : x →y. As a classification model, we used logistic regression,parameterized by weight vector w. We assume that theposterior gender probabilities can be estimated as a linear

10www.ssa.gov/oact/babynames/limits.html

Table 8: Accuracy of gender model on hold-out set

Gender Precision Recallfemale 0.806 0.838male 0.794 0.689

Table 9: Editorial evaluation of random user predictions

Class Prediction Correct Wrong Not surefemale 429 4 298male 144 5 127

function of input x, passed through a sigmoidal function,

P(y = 1|x) = f(x,w) =1

1 + exp(−xTw), (6.1)

and P(y = 0|x) = 1− P(y = 1|x). To estimate the parame-ters w, we minimize the following loss function,

minw∈RK

1

N

N∑

i=1

(yi − f(xi,w)

)2+ λ‖w‖1, (6.2)

where hyper-parameter λ controls the `1-regularization, in-troduced to induce sparsity in the parameter vector and re-duce the feature space to a subset of features that are themost predictive. For data sets with a large number of fea-tures, as we have in our use case, it is common that manyfeatures are not useful for producing the desired learningresult. For this reason, the `1-regularization was a criticalpart of our training procedure. In addition, we experimen-tally observed that the model generalizes better when wetrained an initial model with `1-regularization to find whichfeatures have non-zero weight, and then do another roundof training without `1-regularization, by only using featureswith non-zero weights from the first round to learn a betterclassifier.

Given a trained logistic regression model, the posteriorclass probabilities are estimated as f(xi,w) ∈ [0, 1]. Then,the classification predictions are made by thresholding, asyi = sign(f(xi,w) − θ), where threshold θ is set between 0and 1 to ensure the desired precision and recall according tospecific advertisers requirements.

6.3 ResultsTo evaluate the accuracy of our gender prediction frame-

work, we trained a logistic regression model on 70% of thegolden set and tested on the remaining 30%. We used theVowpal Wabbit [10] implementation on Hadoop to train themodel. To illustrate the performance of our gender classi-fier, the performance results in terms of precision and recallmeasures are presented in Table 8. The threshold value θwas set to a value which ensured precision of 0.8.

In addition to evaluation on the hold-out set, we also edi-torially evaluated gender predictions on the unlabeled dataset of user profiles. We randomly picked 1,007 gender pre-dictions from the population of 64.1 million users and askededitors to visit their profiles and verify their gender. Theywere instructed to mark our predictions as “correct”, “incor-rect”, or “not sure”. The “not sure” grade is to be used whenthe visual inspection of a profile is inconclusive, as we foundwas often the case. The editorial judgment came back with573 “correct” (429 females and 144 males), 9 “incorrect”, and

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425 “not sure” grades (see Table 9). The fact that there areso many “not sure” grades indicates that in many cases itis hard to infer the gender even after manual efforts, fur-ther indicating the benefits of the proposed approach andits superior performance in comparison to humans. Finally,we retrained the model with 100% of the golden set anddeployed it in Yahoo production systems.

A demonstration video of the most predictive tagsin each gender group is available online at https://www.youtube.com/watch?v=jXGJ0TpOlhg.

7. DEPLOYED SYSTEMDue to the rapid growth of Tumblr and the large number

of activities generated by the existing users, we implementeddaily scoring of users in Yahoo production servers. We storethe activities, i.e. raw counts as well as decayed counts,in Hive tables11 for efficient retrieval. The decayed countsused in interest prediction are updated on a daily basis bymultiplying the old feature values by the decay factor α andadding new activities. In order to infer the gender of newusers we implemented daily scoring by leveraging MapRe-duce on Hadoop12. Both interest and gender models areretrained on a regular basis.

After thorough editorial evaluation of the inferred gen-der and interest targeting, both targeting frameworks wereenabled through Gemini self-serve tool13. Advertisers canchoose to use gender and/or interest targeting with customsegment sizes, allowing for effective targeting campaigns.

8. CONCLUSIONSWe have presented the steps in the development of a large-

scale Tumblr gender and interest targeting framework, wherewe used historical Tumblr activities to create rich user pro-files. We described the methodology, including a novel semi-supervised neural language model, as well as the high-levelimplementation details behind the deployed system. Cur-rently, our gender and interest predictions cover users thatgenerate more than 90% of Tumblr’s daily activities, andare heavily leveraged by advertisers. In our ongoing work,we are concentrating on creating custom keyword-targetedadvertising segments, specifically tailored for a particularadvertiser, which include addressing of the problems of key-word discovery and expansion.

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