Click-through rate (CTR) prediction, whose goal is to estimate the probability of the user clicks, has become one of the core tasks in advertising systems. For CTR prediction model, it is necessary to capture the latent user interest behind the user behavior data. Besides, considering the changing of the external environment and the internal cognition, user interest evolves over time dynamically. There are several CTR prediction methods for interest modeling, while most of them regard the representation of behavior as the interest directly, and lack specially modeling for latent interest behind the concrete behavior. Moreover, few work consider the changing trend of interest. In this paper, we propose a novel model, named Deep Interest Evolution Network (DIEN), for CTR prediction. Specifically, we design interest extractor layer to capture temporal interests from history behavior sequence. At this layer, we introduce an auxiliary loss to supervise interest extracting at each step. As user interests are diverse, especially in the e-commerce system, we propose interest evolving layer to capture interest evolving process that is relative to the target item. At interest evolving layer, attention mechanism is embedded into the sequential structure novelly, and the effects of relative interests are strengthened during interest evolution. In the experiments on both public and industrial datasets, DIEN significantly outperforms the state-of-the-art solutions. Notably, DIEN has been deployed in the display advertisement system of Taobao, and obtained 20.7 improvement on CTR.
In order to push hidden states of sequential structure to represent latent interests effectively, extra supervision for hidden states should be introdueced. DARNN @cite_18 uses click-level sequential prediction, which models the click action at each time when each ad is shown to the user. Besides click action, ranking information can be further introduced. In recommendation system, ranking loss has been widely used for ranking task @cite_17 @cite_16 . Similar to these ranking losses, we propose an auxiliary loss for interest learning. At each step, the auxiliary loss uses consecutive clicked item against non-clicked item to supervise the learning of interest representation.
@cite_18 @cite_16 @cite_17
2885929946 2626454364 2950975304
In online advertising, the Internet users may be exposed to a sequence of different ad campaigns, i.e., display ads, search, or referrals from multiple channels, before led up to any final sales conversion and transaction. For both campaigners and publishers, it is fundamentally critical to estimate the contribution from ad campaign touch-points during the customer journey (conversion funnel) and assign the right credit to the right ad exposure accordingly. However, the existing research on the multi-touch attribution problem lacks a principled way of utilizing the users' pre-conversion actions (i.e., clicks), and quite often fails to model the sequential patterns among the touch points from a user's behavior data. To make it worse, the current industry practice is merely employing a set of arbitrary rules as the attribution model, e.g., the popular last-touch model assigns 100 credit to the final touch-point regardless of actual attributions. In this paper, we propose a Dual-attention Recurrent Neural Network (DARNN) for the multi-touch attribution problem. It learns the attribution values through an attention mechanism directly from the conversion estimation objective. To achieve this, we utilize sequence-to-sequence prediction for user clicks, and combine both post-view and post-click attribution patterns together for the final conversion estimation. To quantitatively benchmark attribution models, we also propose a novel yet practical attribution evaluation scheme through the proxy of budget allocation (under the estimated attributions) over ad channels. The experimental results on two real datasets demonstrate the significant performance gains of our attribution model against the state of the art. RNNs have been shown to be excellent models for sequential data and in particular for data that is generated by users in an session-based manner. The use of RNNs provides impressive performance benefits over classical methods in session-based recommendations. In this work we introduce novel ranking loss functions tailored to RNNs in the recommendation setting. The improved performance of these losses over alternatives, along with further tricks and refinements described in this work, allow for an overall improvement of up to 35 in terms of MRR and Recall@20 over previous session-based RNN solutions and up to 53 over classical collaborative filtering approaches. Unlike data augmentation-based improvements, our method does not increase training times significantly. We further demonstrate the performance gain of the RNN over baselines in an online A B test. Item recommendation is the task of predicting a personalized ranking on a set of items (e.g. websites, movies, products). In this paper, we investigate the most common scenario with implicit feedback (e.g. clicks, purchases). There are many methods for item recommendation from implicit feedback like matrix factorization (MF) or adaptive knearest-neighbor (kNN). Even though these methods are designed for the item prediction task of personalized ranking, none of them is directly optimized for ranking. In this paper we present a generic optimization criterion BPR-Opt for personalized ranking that is the maximum posterior estimator derived from a Bayesian analysis of the problem. We also provide a generic learning algorithm for optimizing models with respect to BPR-Opt. The learning method is based on stochastic gradient descent with bootstrap sampling. We show how to apply our method to two state-of-the-art recommender models: matrix factorization and adaptive kNN. Our experiments indicate that for the task of personalized ranking our optimization method outperforms the standard learning techniques for MF and kNN. The results show the importance of optimizing models for the right criterion.