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

Edge data based trailer inception probabilistic matrix factorization for context-aware movie recommendation

The rapid growth of edge data generated by mobile devices and applications deployed at the edge of the network has exacerbated the problem of information overload. As an effective way to alleviate information overload, recommender system can improve the quality of various services by adding application data generated by users on edge devices, such as visual and textual information, on the basis of sparse rating data. The visual information in the movie trailer is a significant part of the movie recommender system. However, due to the complexity of visual information extraction, data sparsity cannot be remarkably alleviated by merely using the rough visual features to improve the rating prediction accuracy. Fortunately, the convolutional neural network can be used to extract the visual features precisely. Therefore, the end-to-end neural image caption (NIC) model can be utilized to obtain the textual information describing the visual features of movie trailers. This paper proposes a trailer inception probabilistic matrix factorization model called Ti-PMF, which combines NIC, recurrent convolutional neural network, and probabilistic matrix factorization models as the rating prediction model. We implement the proposed Ti-PMF model with extensive experiments on three real-world datasets to validate its effectiveness. The experimental results illustrate that the proposed Ti-PMF outperforms the existing ones. © 2021, The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature