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Register a new userA Hybrid Bandit Model with Visual Priors for Creative Ranking in Display Advertising
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Added by
Shiyao Wang
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Creative plays a great important role in e-commerce for exhibiting products. Sellers usually create multiple creatives for comprehensive demonstrations, thus it is crucial to display the most appealing design to maximize the Click-Through Rate~(CTR). For this purpose, modern recommender systems dynamically rank creatives when a product is proposed for a user. However, this task suffers more cold-start problem than conventional products recommendation In this paper, we propose a hybrid bandit model with visual priors which first makes predictions with a visual evaluation, and then naturally evolves to focus on the specialities through the hybrid bandit model. Our contributions are three-fold: 1) We present a visual-aware ranking model (called VAM) that incorporates a list-wise ranking loss for ordering the creatives according to the visual appearance. 2) Regarding visual evaluations as a prior, the hybrid bandit model (called HBM) is proposed to evolve consistently to make better posteriori estimations by taking more observations into consideration for online scenarios. 3) A first large-scale creative dataset, CreativeRanking, is constructed, which contains over 1.7M creatives of 500k products as well as their real impression and click data. Extensive experiments have also been conducted on both our dataset and public Mushroom dataset, demonstrating the effectiveness of the proposed method.
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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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