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Register a new userKalman Filtering Attention for User Behavior Modeling in CTR Prediction
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Click-through rate (CTR) prediction is one of the fundamental tasks for e-commerce search engines. As search becomes more personalized, it is necessary to capture the user interest from rich behavior data. Existing user behavior modeling algorithms develop different attention mechanisms to emphasize query-relevant behaviors and suppress irrelevant ones. Despite being extensively studied, these attentions still suffer from two limitations. First, conventional attentions mostly limit the attention field only to a single users behaviors, which is not suitable in e-commerce where users often hunt for new demands that are irrelevant to any historical behaviors. Second, these attentions are usually biased towards frequent behaviors, which is unreasonable since high frequency does not necessarily indicate great importance. To tackle the two limitations, we propose a novel attention mechanism, termed Kalman Filtering Attention (KFAtt), that considers the weighted pooling in attention as a maximum a posteriori (MAP) estimation. By incorporating a priori, KFAtt resorts to global statistics when few user behaviors are relevant. Moreover, a frequency capping mechanism is incorporated to correct the bias towards frequent behaviors. Offline experiments on both benchmark and a 10 billion scale real production dataset, together with an Online A/B test, show that KFAtt outperforms all compared state-of-the-arts. KFAtt has been deployed in the ranking system of a leading e commerce website, serving the main traffic of hundreds of millions of active users everyday.
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As one of the largest B2C e-commerce platforms in China, JD com also powers a leading advertising system, serving millions of advertisers with fingertip connection to hundreds of millions of customers. In our system, as well as most e-commerce scenarios, ads are displayed with images.This makes visual-aware Click Through Rate (CTR) prediction of crucial importance to both business effectiveness and user experience. Existing algorithms usually extract visual features using off-the-shelf Convolutional Neural Networks (CNNs) and late fuse the visual and non-visual features for the finally predicted CTR. Despite being extensively studied, this field still face two key challenges. First, although encouraging progress has been made in offline studies, applying CNNs in real systems remains non-trivial, due to the strict requirements for efficient end-to-end training and low-latency online serving. Second, the off-the-shelf CNNs and late fusion architectures are suboptimal. Specifically, off-the-shelf CNNs were designed for classification thus never take categories as input features. While in e-commerce, categories are precisely labeled and contain abundant visual priors that will help the visual modeling. Unaware of the ad category, these CNNs may extract some unnecessary category-unrelated features, wasting CNNs limited expression ability. To overcome the two challenges, we propose Category-specific CNN (CSCNN) specially for CTR prediction. CSCNN early incorporates the category knowledge with a light-weighted attention-module on each convolutional layer. This enables CSCNN to extract expressive category-specific visual patterns that benefit the CTR prediction. Offline experiments on benchmark and a 10 billion scale real production dataset from JD, together with an Online A/B test show that CSCNN outperforms all compared state-of-the-art algorithms.
Native ad is a popular type of online advertisement which has similar forms with the native content displayed on websites. Native ad CTR prediction is useful for improving user experience and platform revenue. However, it is challenging due to the lack of explicit user intent, and users behaviors on the platform with native ads may not be sufficient to infer their interest in ads. Fortunately, user behaviors exist on many online platforms and they can provide complementary information for user interest mining. Thus, leveraging multi-platform user behaviors is useful for native ad CTR prediction. However, user behaviors are highly privacy-sensitive and the behavior data on different platforms cannot be directly aggregated due to user privacy concerns and data protection regulations like GDPR. Existing CTR prediction methods usually require centralized storage of user behavior data for user modeling and cannot be directly applied to the CTR prediction task with multi-platform user behaviors. In this paper, we propose a federated native ad CTR prediction method named FedCTR, which can learn user interest representations from their behaviors on multiple platforms in a privacy-preserving way. On each platform a local user model is used to learn user embeddings from the local user behaviors on that platform. The local user embeddings from different platforms are uploaded to a server for aggregation, and the aggregated user embeddings are sent to the ad platform for CTR prediction. Besides, we apply LDP and DP techniques to the local and aggregated user embeddings respectively for better privacy protection. Moreover, we propose a federated framework for model training with distributed models and user behaviors. Extensive experiments on real-world dataset show that FedCTR can effectively leverage multi-platform user behaviors for native ad CTR prediction in a privacy-preserving manner.
Recommender Systems have become an integral part of online e-Commerce platforms, driving customer engagement and revenue. Most popular recommender systems attempt to learn from users past engagement data to understand behavioral traits of users and use that to predict future behavior. In this work, we present an approach to use causal inference to learn user-attribute affinities through temporal contexts. We formulate this objective as a Probabilistic Machine Learning problem and apply a variational inference based method to estimate the model parameters. We demonstrate the performance of the proposed method on the next attribute prediction task on two real world datasets and show that it outperforms standard baseline methods.
A user can be represented as what he/she does along the history. A common way to deal with the user modeling problem is to manually extract all kinds of aggregated features over the heterogeneous behaviors, which may fail to fully represent the data itself due to limited human instinct. Recent works usually use RNN-based methods to give an overall embedding of a behavior sequence, which then could be exploited by the downstream applications. However, this can only preserve very limited information, or aggregated memories of a person. When a downstream application requires to facilitate the modeled user features, it may lose the integrity of the specific highly correlated behavior of the user, and introduce noises derived from unrelated behaviors. This paper proposes an attention based user behavior modeling framework called ATRank, which we mainly use for recommendation tasks. Heterogeneous user behaviors are considered in our model that we project all types of behaviors into multiple latent semantic spaces, where influence can be made among the behaviors via self-attention. Downstream applications then can use the user behavior vectors via vanilla attention. Experiments show that ATRank can achieve better performance and faster training process. We further explore ATRank to use one unified model to predict different types of user behaviors at the same time, showing a comparable performance with the highly optimized individual models.
The prediction of click-through rate (CTR) is crucial for industrial applications, such as online advertising. AUC is a commonly used evaluation indicator for CTR models. For advertising platforms, online performance is generally evaluated by CPM. However, in practice, AUC often improves in offline evaluation, but online CPM does not. As a result, a huge waste of precious online traffic and human costs has been caused. This is because there is a gap between offline AUC and online CPM. AUC can only reflect the order on CTR, but it does not reflect the order of CTR*Bid. Moreover, the bids of different advertisements are different, so the loss of income caused by different reverse-order pair is also different. For this reason, we propose the CPM-sensitive AUC (csAUC) to solve all these problems. We also give the csAUC calculation method based on dynamic programming. It can fully support the calculation of csAUC on large-scale data in real-world applications.
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