Beyond Clicks: Dwell Time For Personalization

Many internet companies, such as Yahoo, Facebook, Google and Twitter, rely on content recommendation systems to deliver the most relevant content items to individual users through personalization. Delivering such personalized user experiences is believed to increase the long term engagement of users. While there has been a lot of progress in designing effective personalized recommender systems, by exploiting user interests and historical interaction data through implicit (item click) or explicit (item rating) feedback, directly optimizing for users' satisfaction with the system remains challenging. In this paper, we explore the idea of using item-level dwell time as a proxy to quantify how likely a content item is relevant to a particular user. We describe a novel method to compute accurate dwell time based on client-side and server-side logging and demonstrate how to normalize dwell time across different devices and contexts. In addition, we describe our experiments in incorporating dwell time into state-of-the-art learning to rank techniques and collaborative filtering models that obtain competitive performances in both offline and online settings.