Whose profile is this?
Problem being addressed
Tumblr is a leading content provider and social media, which means great opportunities for advertisers to promote their products through sponsored posts; however, it is a challenging task to target specific demographic groups for ads, since Tumblr does not require user information like gender and ages during their registration.
To promote ad targeting, it is essential to predict user’s demography using rich content such as posts, images and social connections. The suggested approach combines graph based and deep learning models for age and gender predictions, which take into account user activities and content features.
Advantages of this solution
Experimental results on real Tumblr daily dataset, with hundreds of millions of active users and billions of following relations, demonstrate that the suggested approaches significantly outperform the baseline model, by improving the accuracy relatively by 81% for age, and accuracy by 5% for gender.
Solution originally applied in these industries
Possible New Application of the Work
Predicting the characteristics of the user profiles in social media allows its better analysis and detection of potential trends and identifying aggressors or biased groups.
Security industry: better profile prediction will allow to detect and identify abusers and stalkers, which can be hard to trace considering the anonymity that internet provides. It can also prevent certain types of crime, like terrorism and mass shooting, by predictive analytics of people's profiles and better profile identification.
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