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Register a new userEnhanced Doubly Robust Learning for Debiasing Post-click Conversion Rate Estimation
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Added by
Siyuan Guo
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Post-click conversion, as a strong signal indicating the user preference, is salutary for building recommender systems. However, accurately estimating the post-click conversion rate (CVR) is challenging due to the selection bias, i.e., the observed clicked events usually happen on users preferred items. Currently, most existing methods utilize counterfactual learning to debias recommender systems. Among them, the doubly robust (DR) estimator has achieved competitive performance by combining the error imputation based (EIB) estimator and the inverse propensity score (IPS) estimator in a doubly robust way. However, inaccurate error imputation may result in its higher variance than the IPS estimator. Worse still, existing methods typically use simple model-agnostic methods to estimate the imputation error, which are not sufficient to approximate the dynamically changing model-correlated target (i.e., the gradient direction of the prediction model). To solve these problems, we first derive the bias and variance of the DR estimator. Based on it, a more robust doubly robust (MRDR) estimator has been proposed to further reduce its variance while retaining its double robustness. Moreover, we propose a novel double learning approach for the MRDR estimator, which can convert the error imputation into the general CVR estimation. Besides, we empirically verify that the proposed learning scheme can further eliminate the high variance problem of the imputation learning. To evaluate its effectiveness, extensive experiments are conducted on a semi-synthetic dataset and two real-world datasets. The results demonstrate the superiority of the proposed approach over the state-of-the-art methods. The code is available at https://github.com/guosyjlu/MRDR-DL.
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Click-through rate (CTR) prediction is a critical task in online advertising systems. Most existing methods mainly model the feature-CTR relationship and suffer from the data sparsity issue. In this paper, we propose DeepMCP, which models other types of relationships in order to learn more informative and statistically reliable feature representations, and in consequence to improve the performance of CTR prediction. In particular, DeepMCP contains three parts: a matching subnet, a correlation subnet and a prediction subnet. These subnets model the user-ad, ad-ad and feature-CTR relationship respectively. When these subnets are jointly optimized under the supervision of the target labels, the learned feature representations have both good prediction powers and good representation abilities. Experiments on two large-scale datasets demonstrate that DeepMCP outperforms several state-of-the-art models for CTR prediction.
Click-through rate (CTR) estimation plays as a core function module in various personalized online services, including online advertising, recommender systems, and web search etc. From 2015, the success of deep learning started to benefit CTR estimation performance and now deep CTR models have been widely applied in many industrial platforms. In this survey, we provide a comprehensive review of deep learning models for CTR estimation tasks. First, we take a review of the transfer from shallow to deep CTR models and explain why going deep is a necessary trend of development. Second, we concentrate on explicit feature interaction learning modules of deep CTR models. Then, as an important perspective on large platforms with abundant user histories, deep behavior models are discussed. Moreover, the recently emerged automated methods for deep CTR architecture design are presented. Finally, we summarize the survey and discuss the future prospects of this field.
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