Beyond Keywords and Relevance: A Personalized Ad Retrieval Framework in E-Commerce Sponsored Search

On most sponsored search platforms, advertisers bid on some keywords for their advertisements (ads). Given a search request, ad retrieval module rewrites the query into bidding keywords, and uses these keywords as keys to select Top N ads through inverted indexes. In this way, an ad will not be retrieved even if queries are related when the advertiser does not bid on corresponding keywords. Moreover, most ad retrieval approaches regard rewriting and ad-selecting as two separated tasks, and focus on boosting relevance between search queries and ads. Recently, in e-commerce sponsored search more and more personalized information has been introduced, such as user profiles, long-time and real-time clicks. Personalized information makes ad retrieval able to employ more elements (e.g. real-time clicks) as search signals and retrieval keys, however it makes ad retrieval more difficult to measure ads retrieved through different signals. To address these problems, we propose a novel ad retrieval framework beyond keywords and relevance in e-commerce sponsored search. Firstly, we employ historical ad click data to initialize a hierarchical network representing signals, keys and ads, in which personalized information is introduced. Then we train a model on top of the hierarchical network by learning the weights of edges. Finally we select the best edges according to the model, boosting RPM/CTR. Experimental results on our e-commerce platform demonstrate that our ad retrieval framework achieves good performance

Lifelong Sequential Modeling with Personalized Memorization for User Response Prediction

User response prediction, which models the user preference w.r.t. the presented items, plays a key role in online services. With two-decade rapid development, nowadays the cumulated user behavior sequences on mature Internet service platforms have become extremely long since the user's first registration. Each user not only has intrinsic tastes, but also keeps changing her personal interests during lifetime. Hence, it is challenging to handle such lifelong sequential modeling for each individual user. Existing methodologies for sequential modeling are only capable of dealing with relatively recent user behaviors, which leaves huge space for modeling long-term especially lifelong sequential patterns to facilitate user modeling. Moreover, one user's behavior may be accounted for various previous behaviors within her whole online activity history, i.e., long-term dependency with multi-scale sequential patterns. In order to tackle these challenges, in this paper, we propose a Hierarchical Periodic Memory Network for lifelong sequential modeling with personalized memorization of sequential patterns for each user. The model also adopts a hierarchical and periodical updating mechanism to capture multi-scale sequential patterns of user interests while supporting the evolving user behavior logs. The experimental results over three large-scale real-world datasets have demonstrated the advantages of our proposed model with significant improvement in user response prediction performance against the state-of-the-arts.Comment: SIGIR 2019. Reproducible codes and datasets: https://github.com/alimamarankgroup/HPM

Sequential Selection of Correlated Ads by POMDPs

Online advertising has become a key source of revenue for both web search engines and online publishers. For them, the ability of allocating right ads to right webpages is critical because any mismatched ads would not only harm web users' satisfactions but also lower the ad income. In this paper, we study how online publishers could optimally select ads to maximize their ad incomes over time. The conventional offline, content-based matching between webpages and ads is a fine start but cannot solve the problem completely because good matching does not necessarily lead to good payoff. Moreover, with the limited display impressions, we need to balance the need of selecting ads to learn true ad payoffs (exploration) with that of allocating ads to generate high immediate payoffs based on the current belief (exploitation). In this paper, we address the problem by employing Partially observable Markov decision processes (POMDPs) and discuss how to utilize the correlation of ads to improve the efficiency of the exploration and increase ad incomes in a long run. Our mathematical derivation shows that the belief states of correlated ads can be naturally updated using a formula similar to collaborative filtering. To test our model, a real world ad dataset from a major search engine is collected and categorized. Experimenting over the data, we provide an analyse of the effect of the underlying parameters, and demonstrate that our algorithms significantly outperform other strong baselines

Adaptive Neural Ranking Framework: Toward Maximized Business Goal for Cascade Ranking Systems

Cascade ranking is widely used for large-scale top-k selection problems in online advertising and recommendation systems, and learning-to-rank is an important way to optimize the models in cascade ranking. Previous works on learning-to-rank usually focus on letting the model learn the complete order or top-k order, and adopt the corresponding rank metrics (e.g. OPA and NDCG@k) as optimization targets. However, these targets can not adapt to various cascade ranking scenarios with varying data complexities and model capabilities; and the existing metric-driven methods such as the Lambda framework can only optimize a rough upper bound of limited metrics, potentially resulting in sub-optimal and performance misalignment. To address these issues, we propose a novel perspective on optimizing cascade ranking systems by highlighting the adaptability of optimization targets to data complexities and model capabilities. Concretely, we employ multi-task learning to adaptively combine the optimization of relaxed and full targets, which refers to metrics Recall@m@k and OPA respectively. We also introduce permutation matrix to represent the rank metrics and employ differentiable sorting techniques to relax hard permutation matrix with controllable approximate error bound. This enables us to optimize both the relaxed and full targets directly and more appropriately. We named this method as Adaptive Neural Ranking Framework (abbreviated as ARF). Furthermore, we give a specific practice under ARF. We use the NeuralSort to obtain the relaxed permutation matrix and draw on the variant of the uncertainty weight method in multi-task learning to optimize the proposed losses jointly. Experiments on a total of 4 public and industrial benchmarks show the effectiveness and generalization of our method, and online experiment shows that our method has significant application value.Comment: 12 pages, Accepted by www202

Counterfactual Learning from Bandit Feedback under Deterministic Logging: A Case Study in Statistical Machine Translation

The goal of counterfactual learning for statistical machine translation (SMT) is to optimize a target SMT system from logged data that consist of user feedback to translations that were predicted by another, historic SMT system. A challenge arises by the fact that risk-averse commercial SMT systems deterministically log the most probable translation. The lack of sufficient exploration of the SMT output space seemingly contradicts the theoretical requirements for counterfactual learning. We show that counterfactual learning from deterministic bandit logs is possible nevertheless by smoothing out deterministic components in learning. This can be achieved by additive and multiplicative control variates that avoid degenerate behavior in empirical risk minimization. Our simulation experiments show improvements of up to 2 BLEU points by counterfactual learning from deterministic bandit feedback.Comment: Conference on Empirical Methods in Natural Language Processing (EMNLP), 2017, Copenhagen, Denmar