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Register a new userWe Know What You Want: An Advertising Strategy Recommender System for Online Advertising
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Added by
Liyi Guo
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Advertising expenditures have become the major source of revenue for e-commerce platforms. Providing good advertising experiences for advertisers by reducing their costs of trial and error in discovering the optimal advertising strategies is crucial for the long-term prosperity of online advertising. To achieve this goal, the advertising platform needs to identify the advertisers optimization objectives, and then recommend the corresponding strategies to fulfill the objectives. In this work, we first deploy a prototype of strategy recommender system on Taobao display advertising platform, which indeed increases the advertisers performance and the platforms revenue, indicating the effectiveness of strategy recommendation for online advertising. We further augment this prototype system by explicitly learning the advertisers preferences over various advertising performance indicators and then optimization objectives through their adoptions of different recommending advertising strategies. We use contextual bandit algorithms to efficiently learn the advertisers preferences and maximize the recommendation adoption, simultaneously. Simulation experiments based on Taobao online bidding data show that the designed algorithms can effectively optimize the strategy adoption rate of advertisers.
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With the recent prevalence of Reinforcement Learning (RL), there have been tremendous interests in utilizing RL for online advertising in recommendation platforms (e.g., e-commerce and news feed sites). However, most RL-based advertising algorithms focus on optimizing ads revenue while ignoring the possible negative influence of ads on user experience of recommended items (products, articles and videos). Developing an optimal advertising algorithm in recommendations faces immense challenges because interpolating ads improperly or too frequently may decrease user experience, while interpolating fewer ads will reduce the advertising revenue. Thus, in this paper, we propose a novel advertising strategy for the rec/ads trade-off. To be specific, we develop an RL-based framework that can continuously update its advertising strategies and maximize reward in the long run. Given a recommendation list, we design a novel Deep Q-network architecture that can determine three internally related tasks jointly, i.e., (i) whether to interpolate an ad or not in the recommendation list, and if yes, (ii) the optimal ad and (iii) the optimal location to interpolate. The experimental results based on real-world data demonstrate the effectiveness of the proposed framework.
In this paper, the method UCB-RS, which resorts to recommendation system (RS) for enhancing the upper-confidence bound algorithm UCB, is presented. The proposed method is used for dealing with non-stationary and large-state spaces multi-armed bandit problems. The proposed method has been targeted to the problem of the product recommendation in the online advertising. Through extensive testing with RecoGym, an OpenAI Gym-based reinforcement learning environment for the product recommendation in online advertising, the proposed method outperforms the widespread reinforcement learning schemes such as $epsilon$-Greedy, Upper Confidence (UCB1) and Exponential Weights for Exploration and Exploitation (EXP3).
Matching module plays a critical role in display advertising systems. Without query from user, it is challenging for system to match user traffic and ads suitably. System packs up a group of users with common properties such as the same gender or similar shopping interests into a crowd. Here term crowd can be viewed as a tag over users. Then advertisers bid for different crowds and deliver their ads to those targeted users. Matching module in most industrial display advertising systems follows a two-stage paradigm. When receiving a user request, matching system (i) finds the crowds that the user belongs to; (ii) retrieves all ads that have targeted those crowds. However, in applications such as display advertising at Alibaba, with very large volumes of crowds and ads, both stages of matching have to truncate the long-tailed parts for online serving, under limited latency. Thats to say, not all ads have the chance to participate in online matching. This results in sub-optimal result for both advertising performance and platform revenue. In this paper, we study the truncation problem and propose a Truncation Free Matching System (TFMS). The basic idea is to decouple the matching computation from the online pipeline. Instead of executing the two-stage matching when user visits, TFMS utilizes a near-line truncation-free matching to pre-calculate and store those top valuable ads for each user. Then the online pipeline just needs to fetch the pre-stored ads as matching results. In this way, we can jump out of online systems latency and computation cost limitations, and leverage flexible computation resource to finish the user-ad matching. TFMS has been deployed in our productive system since 2019, bringing (i) more than 50% improvement of impressions for advertisers who encountered truncation before, (ii) 9.4% Revenue Per Mile gain, which is significant enough for the business.
Search, recommendation, and online advertising are the three most important information-providing mechanisms on the web. These information seeking techniques, satisfying users information needs by suggesting users personalized objects (information or services) at the appropriate time and place, play a crucial role in mitigating the information overload problem. With recent great advances in deep reinforcement learning (DRL), there have been increasing interests in developing DRL based information seeking techniques. These DRL based techniques have two key advantages -- (1) they are able to continuously update information seeking strategies according to users real-time feedback, and (2) they can maximize the expected cumulative long-term reward from users where reward has different definitions according to information seeking applications such as click-through rate, revenue, user satisfaction and engagement. In this paper, we give an overview of deep reinforcement learning for search, recommendation, and online advertising from methodologies to applications, review representative algorithms, and discuss some appealing research directions.
Multiple content providers rely on native advertisement for revenue by placing ads within the organic content of their pages. We refer to this setting as ``queryless to differentiate from search advertisement where a user submits a search query and gets back related ads. Understanding user intent is critical because relevant ads improve user experience and increase the likelihood of delivering clicks that have value to our advertisers. This paper presents Multi-Channel Sequential Behavior Network (MC-SBN), a deep learning approach for embedding users and ads in a semantic space in which relevance can be evaluated. Our proposed user encoder architecture summarizes user activities from multiple input channels--such as previous search queries, visited pages, or clicked ads--into a user vector. It uses multiple RNNs to encode sequences of event sessions from the different channels and then applies an attention mechanism to create the user representation. A key property of our approach is that user vectors can be maintained and updated incrementally, which makes it feasible to be deployed for large-scale serving. We conduct extensive experiments on real-world datasets. The results demonstrate that MC-SBN can improve the ranking of relevant ads and boost the performance of both click prediction and conversion prediction in the queryless native advertising setting.
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