2,345 research outputs found
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
Deep Interest Evolution Network for Click-Through Rate Prediction
Click-through rate~(CTR) prediction, whose goal is to estimate the
probability of the user clicks, has become one of the core tasks in advertising
systems. For CTR prediction model, it is necessary to capture the latent user
interest behind the user behavior data. Besides, considering the changing of
the external environment and the internal cognition, user interest evolves over
time dynamically. There are several CTR prediction methods for interest
modeling, while most of them regard the representation of behavior as the
interest directly, and lack specially modeling for latent interest behind the
concrete behavior. Moreover, few work consider the changing trend of interest.
In this paper, we propose a novel model, named Deep Interest Evolution
Network~(DIEN), for CTR prediction. Specifically, we design interest extractor
layer to capture temporal interests from history behavior sequence. At this
layer, we introduce an auxiliary loss to supervise interest extracting at each
step. As user interests are diverse, especially in the e-commerce system, we
propose interest evolving layer to capture interest evolving process that is
relative to the target item. At interest evolving layer, attention mechanism is
embedded into the sequential structure novelly, and the effects of relative
interests are strengthened during interest evolution. In the experiments on
both public and industrial datasets, DIEN significantly outperforms the
state-of-the-art solutions. Notably, DIEN has been deployed in the display
advertisement system of Taobao, and obtained 20.7\% improvement on CTR.Comment: 9 pages. Accepted by AAAI 201
Predicting Audio Advertisement Quality
Online audio advertising is a particular form of advertising used abundantly
in online music streaming services. In these platforms, which tend to host tens
of thousands of unique audio advertisements (ads), providing high quality ads
ensures a better user experience and results in longer user engagement.
Therefore, the automatic assessment of these ads is an important step toward
audio ads ranking and better audio ads creation. In this paper we propose one
way to measure the quality of the audio ads using a proxy metric called Long
Click Rate (LCR), which is defined by the amount of time a user engages with
the follow-up display ad (that is shown while the audio ad is playing) divided
by the impressions. We later focus on predicting the audio ad quality using
only acoustic features such as harmony, rhythm, and timbre of the audio,
extracted from the raw waveform. We discuss how the characteristics of the
sound can be connected to concepts such as the clarity of the audio ad message,
its trustworthiness, etc. Finally, we propose a new deep learning model for
audio ad quality prediction, which outperforms the other discussed models
trained on hand-crafted features. To the best of our knowledge, this is the
first large-scale audio ad quality prediction study.Comment: WSDM '18 Proceedings of the Eleventh ACM International Conference on
Web Search and Data Mining, 9 page
Learning Tree-based Deep Model for Recommender Systems
Model-based methods for recommender systems have been studied extensively in
recent years. In systems with large corpus, however, the calculation cost for
the learnt model to predict all user-item preferences is tremendous, which
makes full corpus retrieval extremely difficult. To overcome the calculation
barriers, models such as matrix factorization resort to inner product form
(i.e., model user-item preference as the inner product of user, item latent
factors) and indexes to facilitate efficient approximate k-nearest neighbor
searches. However, it still remains challenging to incorporate more expressive
interaction forms between user and item features, e.g., interactions through
deep neural networks, because of the calculation cost.
In this paper, we focus on the problem of introducing arbitrary advanced
models to recommender systems with large corpus. We propose a novel tree-based
method which can provide logarithmic complexity w.r.t. corpus size even with
more expressive models such as deep neural networks. Our main idea is to
predict user interests from coarse to fine by traversing tree nodes in a
top-down fashion and making decisions for each user-node pair. We also show
that the tree structure can be jointly learnt towards better compatibility with
users' interest distribution and hence facilitate both training and prediction.
Experimental evaluations with two large-scale real-world datasets show that the
proposed method significantly outperforms traditional methods. Online A/B test
results in Taobao display advertising platform also demonstrate the
effectiveness of the proposed method in production environments.Comment: Accepted by KDD 201
Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting
The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user’s visit. RTB not only scales up the buying process by aggregating a large amount of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimisation in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields. In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising. The covered topics include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimisation, statistical arbitrage, dynamic pricing, and ad fraud detection
Display Advertising with Real-Time Bidding (RTB) and Behavioural Targeting
The most significant progress in recent years in online display advertising is what is known as the Real-Time Bidding (RTB) mechanism to buy and sell ads. RTB essentially facilitates buying an individual ad impression in real time while it is still being generated from a user’s visit. RTB not only scales up the buying process by aggregating a large amount of available inventories across publishers but, most importantly, enables direct targeting of individual users. As such, RTB has fundamentally changed the landscape of digital marketing. Scientifically, the demand for automation, integration and optimisation in RTB also brings new research opportunities in information retrieval, data mining, machine learning and other related fields. In this monograph, an overview is given of the fundamental infrastructure, algorithms, and technical solutions of this new frontier of computational advertising. The covered topics include user response prediction, bid landscape forecasting, bidding algorithms, revenue optimisation, statistical arbitrage, dynamic pricing, and ad fraud detection
- …