This paper presents a detailed discussion of problem formulation and data representation issues in the design, deployment, and operation of a massive-scale machine learning system for targeted display advertising. Notably, the machine learning system itself is deployed and has been in continual...

Decisions supported by machine learning algorithms often have the goal of improving (and thus affecting) an outcome by means of an intervention. Common examples include influencing someone's purchasing behavior with an advertisement or increasing customer retention with a special offer....