In this paper, we propose an offline counterfactual policy estimation framework called Genie to optimize Sponsored Search Marketplace. Genie employs an open box simulation engine with click calibration model to compute the KPI impact of any modification to the system. From the experimental results on Bing traffic, we showed that Genie performs better than existing observational approaches that employs randomized experiments for traffic slices that have frequent policy updates. We also show that Genie can be used to tune completely new policies efficiently without creating risky randomized experiments due to cold start problem. As time of today, Genie hosts more than 10000 optimization jobs yearly which runs more than 30 Million processing node hours of big data jobs for Bing Ads. For the last 3 years, Genie has been proven to be the one of the major platforms to optimize Bing Ads Marketplace due to its reliability under frequent policy changes and its efficiency to minimize risks in real experiments.
Our focus in this paper is to propose efficient counterfactual estimator for practical tuning problems within the context of Sponsored Search System. In particular, we target on tuning scenarios where @math testing and existing observational approaches can not work efficiently. We split the causal graph for the sponsored search problem into input and system layer and apply different methodologies to predict outcomes. While machine learning methods gives very good results for predicting user click behaviors @cite_3 @cite_12 @cite_16 , we used log replay based to estimate the outcome of the sponsored search system. The reader could think of applying similar approaches for policy optimization problem when training data is very noisy due to frequent system changes or when it is not practical to create online experiment with the proposed modification.
@cite_16 @cite_12 @cite_3
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We develop a learning principle and an efficient algorithm for batch learning from logged bandit feedback. This learning setting is ubiquitous in online systems (e.g., ad placement, web search, recommendation), where an algorithm makes a prediction (e.g., ad ranking) for a given input (e.g., query) and observes bandit feedback (e.g., user clicks on presented ads). We first address the counterfactual nature of the learning problem (, 2013) through propensity scoring. Next, we prove generalization error bounds that account for the variance of the propensity-weighted empirical risk estimator. In analogy to the Structural Risk Minimization principle of Wapnik and Tscherwonenkis (1979), these constructive bounds give rise to the Counterfactual Risk Minimization (CRM) principle. We show how CRM can be used to derive a new learning method--called Policy Optimizer for Exponential Models (POEM)--for learning stochastic linear rules for structured output prediction. We present a decomposition of the POEM objective that enables efficient stochastic gradient optimization. The effectiveness and efficiency of POEM is evaluated on several simulated multi-label classification problems, as well as on a real-world information retrieval problem. The empirical results show that the CRM objective implemented in POEM provides improved robustness and generalization performance compared to the state-of-the-art. We develop a learning principle and an efficient algorithm for batch learning from logged bandit feedback. This learning setting is ubiquitous in online systems (e.g., ad placement, web search, recommendation), where an algorithm makes a prediction (e.g., ad ranking) for a given input (e.g., query) and observes bandit feedback (e.g., user clicks on presented ads). We first address the counterfactual nature of the learning problem through propensity scoring. Next, we prove generalization error bounds that account for the variance of the propensity-weighted empirical risk estimator. These constructive bounds give rise to the Counterfactual Risk Minimization (CRM) principle. We show how CRM can be used to derive a new learning method -- called Policy Optimizer for Exponential Models (POEM) -- for learning stochastic linear rules for structured output prediction. We present a decomposition of the POEM objective that enables efficient stochastic gradient optimization. POEM is evaluated on several multi-label classification problems showing substantially improved robustness and generalization performance compared to the state-of-the-art. Optimizing an interactive system against a predefined online metric is particularly challenging, especially when the metric is computed from user feedback such as clicks and payments. The key challenge is the counterfactual nature: in the case of Web search, any change to a component of the search engine may result in a different search result page for the same query, but we normally cannot infer reliably from search log how users would react to the new result page. Consequently, it appears impossible to accurately estimate online metrics that depend on user feedback, unless the new engine is actually run to serve live users and compared with a baseline in a controlled experiment. This approach, while valid and successful, is unfortunately expensive and time-consuming. In this paper, we propose to address this problem using causal inference techniques, under the contextual-bandit framework. This approach effectively allows one to run potentially many online experiments offline from search log, making it possible to estimate and optimize online metrics quickly and inexpensively. Focusing on an important component in a commercial search engine, we show how these ideas can be instantiated and applied, and obtain very promising results that suggest the wide applicability of these techniques. We consider the problem of learning to act in partially observable, continuous-state-and-action worlds where we have abstract prior knowledge about the structure of the optimal policy in the form of a distribution over policies. Using ideas from planning-as-inference reductions and Bayesian unsupervised learning, we cast Markov Chain Monte Carlo as a stochastic, hill-climbing policy search algorithm. Importantly, this algorithm's search bias is directly tied to the prior and its MCMC proposal kernels, which means we can draw on the full Bayesian toolbox to express the search bias, including nonparametric priors and structured, recursive processes like grammars over action sequences. Furthermore, we can reason about uncertainty in the search bias itself by constructing a hierarchical prior and reasoning about latent variables that determine the abstract structure of the policy. This yields an adaptive search algorithm--our algorithm learns to learn a structured policy efficiently. We show how inference over the latent variables in these policy priors enables intra- and intertask transfer of abstract knowledge. We demonstrate the flexibility of this approach by learning meta search biases, by constructing a nonparametric finite state controller to model memory, by discovering motor primitives using a simple grammar over primitive actions, and by combining all three.