Conversion Prediction Using Multi-task Conditional Attention Networks to Support the Creation of Effective Ad Creative

Accurately predicting conversions in advertisements is generally a challenging task, because such conversions do not occur frequently. In this paper, we propose a new framework to support creating high-performing ad creatives, including the accurate prediction of ad creative text conversions before delivering to the consumer. The proposed framework includes three key ideas: multi-task learning, conditional attention, and attention highlighting. Multi-task learning is an idea for improving the prediction accuracy of conversion, which predicts clicks and conversions simultaneously, to solve the difficulty of data imbalance. Furthermore, conditional attention focuses attention of each ad creative with the consideration of its genre and target gender, thus improving conversion prediction accuracy. Attention highlighting visualizes important words and/or phrases based on conditional attention. We evaluated the proposed framework with actual delivery history data (14,000 creatives displayed more than a certain number of times from Gunosy Inc.), and confirmed that these ideas improve the prediction performance of conversions, and visualize noteworthy words according to the creatives' attributes.Comment: 9 pages, 6 figures. Accepted at The 25th ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD 2019) as an applied data science pape

Network Density of States

Spectral analysis connects graph structure to the eigenvalues and eigenvectors of associated matrices. Much of spectral graph theory descends directly from spectral geometry, the study of differentiable manifolds through the spectra of associated differential operators. But the translation from spectral geometry to spectral graph theory has largely focused on results involving only a few extreme eigenvalues and their associated eigenvalues. Unlike in geometry, the study of graphs through the overall distribution of eigenvalues - the spectral density - is largely limited to simple random graph models. The interior of the spectrum of real-world graphs remains largely unexplored, difficult to compute and to interpret. In this paper, we delve into the heart of spectral densities of real-world graphs. We borrow tools developed in condensed matter physics, and add novel adaptations to handle the spectral signatures of common graph motifs. The resulting methods are highly efficient, as we illustrate by computing spectral densities for graphs with over a billion edges on a single compute node. Beyond providing visually compelling fingerprints of graphs, we show how the estimation of spectral densities facilitates the computation of many common centrality measures, and use spectral densities to estimate meaningful information about graph structure that cannot be inferred from the extremal eigenpairs alone.Comment: 10 pages, 7 figure

Deep Landscape Forecasting for Real-time Bidding Advertising

The emergence of real-time auction in online advertising has drawn huge attention of modeling the market competition, i.e., bid landscape forecasting. The problem is formulated as to forecast the probability distribution of market price for each ad auction. With the consideration of the censorship issue which is caused by the second-price auction mechanism, many researchers have devoted their efforts on bid landscape forecasting by incorporating survival analysis from medical research field. However, most existing solutions mainly focus on either counting-based statistics of the segmented sample clusters, or learning a parameterized model based on some heuristic assumptions of distribution forms. Moreover, they neither consider the sequential patterns of the feature over the price space. In order to capture more sophisticated yet flexible patterns at fine-grained level of the data, we propose a Deep Landscape Forecasting (DLF) model which combines deep learning for probability distribution forecasting and survival analysis for censorship handling. Specifically, we utilize a recurrent neural network to flexibly model the conditional winning probability w.r.t. each bid price. Then we conduct the bid landscape forecasting through probability chain rule with strict mathematical derivations. And, in an end-to-end manner, we optimize the model by minimizing two negative likelihood losses with comprehensive motivations. Without any specific assumption for the distribution form of bid landscape, our model shows great advantages over previous works on fitting various sophisticated market price distributions. In the experiments over two large-scale real-world datasets, our model significantly outperforms the state-of-the-art solutions under various metrics.Comment: KDD 2019. The reproducible code and dataset link is https://github.com/rk2900/DL

Towards Knowledge-Based Personalized Product Description Generation in E-commerce

Quality product descriptions are critical for providing competitive customer experience in an e-commerce platform. An accurate and attractive description not only helps customers make an informed decision but also improves the likelihood of purchase. However, crafting a successful product description is tedious and highly time-consuming. Due to its importance, automating the product description generation has attracted considerable interests from both research and industrial communities. Existing methods mainly use templates or statistical methods, and their performance could be rather limited. In this paper, we explore a new way to generate the personalized product description by combining the power of neural networks and knowledge base. Specifically, we propose a KnOwledge Based pErsonalized (or KOBE) product description generation model in the context of e-commerce. In KOBE, we extend the encoder-decoder framework, the Transformer, to a sequence modeling formulation using self-attention. In order to make the description both informative and personalized, KOBE considers a variety of important factors during text generation, including product aspects, user categories, and knowledge base, etc. Experiments on real-world datasets demonstrate that the proposed method out-performs the baseline on various metrics. KOBE can achieve an improvement of 9.7% over state-of-the-arts in terms of BLEU. We also present several case studies as the anecdotal evidence to further prove the effectiveness of the proposed approach. The framework has been deployed in Taobao, the largest online e-commerce platform in China.Comment: KDD 2019 Camera-ready. Website: https://sites.google.com/view/kobe201

LambdaOpt: Learn to Regularize Recommender Models in Finer Levels

Recommendation models mainly deal with categorical variables, such as user/item ID and attributes. Besides the high-cardinality issue, the interactions among such categorical variables are usually long-tailed, with the head made up of highly frequent values and a long tail of rare ones. This phenomenon results in the data sparsity issue, making it essential to regularize the models to ensure generalization. The common practice is to employ grid search to manually tune regularization hyperparameters based on the validation data. However, it requires non-trivial efforts and large computation resources to search the whole candidate space; even so, it may not lead to the optimal choice, for which different parameters should have different regularization strengths. In this paper, we propose a hyperparameter optimization method, LambdaOpt, which automatically and adaptively enforces regularization during training. Specifically, it updates the regularization coefficients based on the performance of validation data. With LambdaOpt, the notorious tuning of regularization hyperparameters can be avoided; more importantly, it allows fine-grained regularization (i.e. each parameter can have an individualized regularization coefficient), leading to better generalized models. We show how to employ LambdaOpt on matrix factorization, a classical model that is representative of a large family of recommender models. Extensive experiments on two public benchmarks demonstrate the superiority of our method in boosting the performance of top-K recommendation.Comment: Accepted by KDD 201