The click-through rate (CTR) ,the percentage of individuals viewing a web page who click on a specific advertisement that appears on the page, is an important metric that measures how successful an ad has been in capturing users' interest. The higher the click-through rate, the more successful the ad has been in generating interest.
• Performed EDA and Feature Engineering on large training dataset which contains over 40-millions of records. • Constructed Xgboost model to achieve the highest estimation on CTR performance by locating the most popular device type to launch clickable ads and the best time range with the highest CTR.