Student Competition Fuels Digital Advertising Innovation

From Unknown Challenge to Industry Influence

Three students, initially novices to advertising, have emerged from a challenging competition to significantly impact how millions worldwide encounter online advertisements.

A Competitive Launchpad

Zhang Chang, Li Qiang, and Wang Zhaobing, now colleagues within Tencent’s Marketing Solution department, all began their journeys by participating in the Tencent Advertising Algorithm Competition. This annual event draws thousands of global students, transforming academic theory into practical solutions for real-world advertising challenges.

Pioneering Ad Prediction

Zhang Chang, a computer science student, entered the 2018 competition to test his skills. His team focused on predicting ad click-throughs by modeling fluctuating user interests throughout the day. Their innovative approach, combining multiple prediction models and emphasizing data freshness, secured them a top 20 placement. The concept of “freshness” to gauge product relevance was later integrated into Tencent’s ad system, boosting click-through rates by 2%.

“Before the competition, I had no background in advertising. But through it, I began to understand the core goals of the industry, to make accurate, efficient decisions at scale.”

—Zhang Chang, Algorithm Engineer, Tencent Marketing Solution

Zhang advises aspiring participants to embrace unfamiliarity, think creatively, and collaborate closely with teammates.

Cracking the Purchase Timeline

Li Qiang, then a master’s student, led his team, “Raymone,” in the 2017 competition. Their task was to predict purchases that might occur days after an ad click. By segmenting apps based on typical user purchase delays and adjusting data accordingly, their model achieved greater accuracy, earning them second prize. This work informed a system now processing tens of millions of daily requests for better ad pricing.

“We didn’t know anything about advertising back then… But analyzing data revealed patterns that helped us bridge the gap.”

—Li Qiang, Algorithm Engineer, Tencent Marketing Solution

Li emphasizes that willingness to learn and careful analysis are key to overcoming knowledge gaps.

Mapping User Behavior Over Time

Wang Zhaobing, a master’s student, tackled the competition solo in 2017, aiming for new insights. He focused on user behavior sequencing, mapping evolving user interests to improve future behavior predictions. His automatic model testing tool contributed to a top 10 finish. This methodology is now integral to Tencent’s advertising platforms, enhancing ad delivery across various services.

“This competition was like a bridge connecting academic knowledge to real-world applications.”

—Wang Zhaobing, Platform & Content Ads Algorithm Team Lead, Tencent Marketing Solution

Wang credits Tencent’s mentorship programs for his career progression.

Unforeseen Career Paths

For Zhang, Li, and Wang, the competition opened unexpected career doors in digital advertising. Their experiences highlight how such challenges provide valuable perspective and opportunities.

“I didn’t plan for this path. But looking back, I wouldn’t change it.”

—Li Qiang

In 2023, the global digital advertising market was valued at approximately $603.76 billion, with AI-driven personalization playing a crucial role in its growth (Statista).

Join the Next Frontier

Registration for the 2025 Tencent Advertising Algorithm Competition is open, focusing on multimodal generative large language models. Participants receive Tencent engineer mentorship, with opportunities for prizes, internships, and future employment. One participant, Nova, noted the competition’s significance for career advancement.

Deadline: July 31, 2025.
Register: https://algo.qq.com