The Yahoo! Labs Audience Sciences team is working with the Ranking Science team to build a large-scale content optimization system to serve personalized content to Yahoo! users. We delivered some key scientific innovations in the content optimization by developing precise statistical methods that can accurately predict user reaction to a displayed article.

The team developed new state-of-the-art methods to perform personalization - serving content to users based on user activity and behavioral traits. Some of this research was published at WWW2009, KDD 2009, and WSDM 2011.