Exploiting Spiking Neural Networks for Click-Through Rate Prediction in Personalized Online Advertising Systems

This study explores the application of spiking neural networks (SNNs) for click-through rate (CTR) prediction in personalized online advertising systems, introducing a novel hybrid model, the Temporal Rate Spike with Attention Neural Network (TRA–SNN). By leveraging the biological plausibility and energy efficiency of SNNs, combined with attention-based mechanisms, the TRA–SNN model captures temporal dynamics and rate-based patterns to achieve performance comparable to state-of-the-art Artificial Neural Network (ANN)-based models, such as Deep & Cross Network v2 (DCN-V2) and FinalMLP. The models were trained and evaluated on the Avazu and Digix datasets, using standard metrics like AUC-ROC and accuracy. Through rigorous hyperparameter tuning and standardized preprocessing, this study ensures fair comparisons across models, highlighting SNNs’ potential for scalable, sustainable deployment in resource-constrained environments like mobile devices and large-scale ad platforms. This work is the first to apply SNNs to CTR prediction, setting a new benchmark for energy-efficient predictive modeling and opening avenues for future research in hybrid SNN–ANN architectures across domains like finance, healthcare, and autonomous systems.