AdSight: Scalable and Accurate Quantification of User Attention in Multi-Slot Sponsored Search

Modern Search Engine Results Pages (SERPs) present complex layouts where multiple elements compete for visibility. Attention modelling is crucial for optimising web design and computational advertising, whereas attention metrics can inform ad placement and revenue strategies. We introduce AdSight, a method leveraging mouse cursor trajectories to quantify in a scalable and accurate manner user attention in multi-slot environments like SERPs. AdSight uses a novel Transformer-based sequence-to-sequence architecture where the encoder processes cursor trajectory embeddings, and the decoder incorporates slot-specific features, enabling robust attention prediction across various SERP layouts. We evaluate our approach on two Machine Learning tasks: (1)~\emph{regression}, to predict fixation times and counts; and (2)~\emph{classification}, to determine some slot types were noticed. Our findings demonstrate the model's ability to predict attention with unprecedented precision, offering actionable insights for researchers and practitioners.

Enhance Topics Analysis based on Keywords Properties

Topic Modelling is one of the most prevalent text analysis technique used to explore and retrieve collection of documents. The evaluation of the topic model algorithms is still a very challenging tasks due to the absence of gold-standard list of topics to compare against for every corpus. In this work, we present a specificity score based on keywords properties that is able to select the most informative topics. This approach helps the user to focus on the most informative topics. In the experiments, we show that we are able to compress the state-of-the-art topic modelling results of different factors with an information loss that is much lower than the solution based on the recent coherence score presented in literature.