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

Ensembled CTR Prediction via Knowledge Distillation

Recently, deep learning-based models have been widely studied for click-through rate (CTR) prediction and lead to improved prediction accuracy in many industrial applications. However, current research focuses primarily on building complex network architectures to better capture sophisticated feature interactions and dynamic user behaviors. The increased model complexity may slow down online inference and hinder its adoption in real-time applications. Instead, our work targets at a new model training strategy based on knowledge distillation (KD). KD is a teacher-student learning framework to transfer knowledge learned from a teacher model to a student model. The KD strategy not only allows us to simplify the student model as a vanilla DNN model but also achieves significant accuracy improvements over the state-of-the-art teacher models. The benefits thus motivate us to further explore the use of a powerful ensemble of teachers for more accurate student model training. We also propose some novel techniques to facilitate ensembled CTR prediction, including teacher gating and early stopping by distillation loss. We conduct comprehensive experiments against 12 existing models and across three industrial datasets. Both offline and online A/B testing results show the effectiveness of our KD-based training strategy.Comment: Published in CIKM'202

Advances and Challenges of Multi-task Learning Method in Recommender System: A Survey

Multi-task learning has been widely applied in computational vision, natural language processing and other fields, which has achieved well performance. In recent years, a lot of work about multi-task learning recommender system has been yielded, but there is no previous literature to summarize these works. To bridge this gap, we provide a systematic literature survey about multi-task recommender systems, aiming to help researchers and practitioners quickly understand the current progress in this direction. In this survey, we first introduce the background and the motivation of the multi-task learning-based recommender systems. Then we provide a taxonomy of multi-task learning-based recommendation methods according to the different stages of multi-task learning techniques, which including task relationship discovery, model architecture and optimization strategy. Finally, we raise discussions on the application and promising future directions in this area