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Register a new userAutomated Creative Optimization for E-Commerce Advertising
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Added by
Jin Chen
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Advertising creatives are ubiquitous in E-commerce advertisements and aesthetic creatives may improve the click-through rate (CTR) of the products. Nowadays smart advertisement platforms provide the function of compositing creatives based on source materials provided by advertisers. Since a great number of creatives can be generated, it is difficult to accurately predict their CTR given a limited amount of feedback. Factorization machine (FM), which models inner product interaction between features, can be applied for the CTR prediction of creatives. However, interactions between creative elements may be more complex than the inner product, and the FM-estimated CTR may be of high variance due to limited feedback. To address these two issues, we propose an Automated Creative Optimization (AutoCO) framework to model complex interaction between creative elements and to balance between exploration and exploitation. Specifically, motivated by AutoML, we propose one-shot search algorithms for searching effective interaction functions between elements. We then develop stochastic variational inference to estimate the posterior distribution of parameters based on the reparameterization trick, and apply Thompson Sampling for efficiently exploring potentially better creatives. We evaluate the proposed method with both a synthetic dataset and two public datasets. The experimental results show our method can outperform competing baselines with respect to cumulative regret. The online A/B test shows our method leads to a 7 increase in CTR compared to the baseline.
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The item details page (IDP) is a web page on an e-commerce website that provides information on a specific product or item listing. Just below the details of the item on this page, the buyer can usually find recommendations for other relevant items. These are typically in the form of a series of modules or carousels, with each module containing a set of recommended items. The selection and ordering of these item recommendation modules are intended to increase discover-ability of relevant items and encourage greater user engagement, while simultaneously showcasing diversity of inventory and satisfying other business objectives. Item recommendation modules on the IDP are often curated and statically configured for all customers, ignoring opportunities for personalization. In this paper, we present a scalable end-to-end production system to optimize the personalized selection and ordering of item recommendation modules on the IDP in real-time by utilizing deep neural networks. Through extensive offline experimentation and online A/B testing, we show that our proposed system achieves significantly higher click-through and conversion rates compared to other existing methods. In our online A/B test, our framework improved click-through rate by 2.48% and purchase-through rate by 7.34% over a static configuration.
Two-sided marketplaces are an important component of many existing Internet services like Airbnb and Amazon, which have both consumers (e.g. users) and producers (e.g. retailers). Traditionally, the recommendation system in these platforms mainly focuses on maximizing customer satisfaction by recommending the most relevant items based on the learned user preference. However, it has been shown in previous works that solely optimizing the satisfaction of customers may lead to unfair exposure of items, which jeopardizes the benefits of producers. To tackle this problem, we propose a fairness-aware recommendation framework by using multi-objective optimization, Multi-FR, to adaptively balance the objectives between consumers and producers. In particular, Multi-FR adopts the multi-gradient descent to generate a Pareto set of solutions, where the most appropriate one is selected from the Pareto set. In addition, four fairness metrics/constraints are applied to make the recommendation results on both the consumer and producer side fair. We extensively evaluate our model on three real-world datasets, comparing with grid-search methods and using a variety of performance metrics. The experimental results demonstrate that Multi-FR can improve the recommendation fairness on both the consumer and producer side with little drop in recommendation quality, also outperforming several state-of-the-art fair ranking approaches.
Category recommendation for users on an e-Commerce platform is an important task as it dictates the flow of traffic through the website. It is therefore important to surface precise and diverse category recommendations to aid the users journey through the platform and to help them discover new groups of items. An often understated part in category recommendation is users proclivity to repeat purchases. The structure of this temporal behavior can be harvested for better category recommendations and in this work, we attempt to harness this through variational inference. Further, to enhance the variational inference based optimization, we initialize the optimizer at better starting points through the well known Metapath2Vec algorithm. We demonstrate our results on two real-world datasets and show that our model outperforms standard baseline methods.
Recommender systems play a vital role in modern online services, such as Amazon and Taobao. Traditional personalized methods, which focus on user-item (UI) relations, have been widely applied in industrial settings, owing to their efficiency and effectiveness. Despite their success, we argue that these approaches ignore local information hidden in similar users. To tackle this problem, user-based methods exploit similar user relations to make recommendations in a local perspective. Nevertheless, traditional user-based methods, like userKNN and matrix factorization, are intractable to be deployed in the real-time applications since such transductive models have to be recomputed or retrained with any new interaction. To overcome this challenge, we propose a framework called self-complementary collaborative filtering~(SCCF) which can make recommendations with both global and local information in real time. On the one hand, it utilizes UI relations and user neighborhood to capture both global and local information. On the other hand, it can identify similar users for each user in real time by inferring user representations on the fly with an inductive model. The proposed framework can be seamlessly incorporated into existing inductive UI approach and benefit from user neighborhood with little additional computation. It is also the first attempt to apply user-based methods in real-time settings. The effectiveness and efficiency of SCCF are demonstrated through extensive offline experiments on four public datasets, as well as a large scale online A/B test in Taobao.
General-purpose representation learning through large-scale pre-training has shown promising results in the various machine learning fields. For an e-commerce domain, the objective of general-purpose, i.e., one for all, representations would be efficient applications for extensive downstream tasks such as user profiling, targeting, and recommendation tasks. In this paper, we systematically compare the generalizability of two learning strategies, i.e., transfer learning through the proposed model, ShopperBERT, vs. learning from scratch. ShopperBERT learns nine pretext tasks with 79.2M parameters from 0.8B user behaviors collected over two years to produce user embeddings. As a result, the MLPs that employ our embedding method outperform more complex models trained from scratch for five out of six tasks. Specifically, the pre-trained embeddings have superiority over the task-specific supervised features and the strong baselines, which learn the auxiliary dataset for the cold-start problem. We also show the computational efficiency and embedding visualization of the pre-trained features.
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