Penghui Wei

Shanlei Mu, Penghui Wei, Wayne Xin Zhao et al. · baidu

Multi-scenario ad ranking aims at leveraging the data from multiple domains or channels for training a unified ranking model to improve the performance at each individual scenario. Although the research on this task has made important progress, it still lacks the consideration of cross-scenario relations, thus leading to limitation in learning capability and difficulty in interrelation modeling. In this paper, we propose a Hybrid Contrastive Constrained approach (HC^2) for multi-scenario ad ranking. To enhance the modeling of data interrelation, we elaborately design a hybrid contrastive learning approach to capture commonalities and differences among multiple scenarios. The core of our approach consists of two elaborated contrastive losses, namely generalized and individual contrastive loss, which aim at capturing common knowledge and scenario-specific knowledge, respectively. To adapt contrastive learning to the complex multi-scenario setting, we propose a series of important improvements. For generalized contrastive loss, we enhance contrastive learning by extending the contrastive samples (label-aware and diffusion noise enhanced contrastive samples) and reweighting the contrastive samples (reciprocal similarity weighting). For individual contrastive loss, we use the strategies of dropout-based augmentation and {cross-scenario encoding} for generating meaningful positive and negative contrastive samples, respectively. Extensive experiments on both offline evaluation and online test have demonstrated the effectiveness of the proposed HC$^2$ by comparing it with a number of competitive baselines.

Xuanhua Yang, Xiaoyu Peng, Penghui Wei et al. · baidu

Click-through rate (CTR) prediction is a fundamental technique in recommendation and advertising systems. Recent studies have proved that learning a unified model to serve multiple domains is effective to improve the overall performance. However, it is still challenging to improve generalization across domains under limited training data, and hard to deploy current solutions due to their computational complexity. In this paper, we propose a simple yet effective framework AdaSparse for multi-domain CTR prediction, which learns adaptively sparse structure for each domain, achieving better generalization across domains with lower computational cost. In AdaSparse, we introduce domain-aware neuron-level weighting factors to measure the importance of neurons, with that for each domain our model can prune redundant neurons to improve generalization. We further add flexible sparsity regularizations to control the sparsity ratio of learned structures. Offline and online experiments show that AdaSparse outperforms previous multi-domain CTR models significantly.

Penghui Wei, Xuanhua Yang, Shaoguo Liu et al. · baidu

This paper focuses on automatically generating the text of an ad, and the goal is that the generated text can capture user interest for achieving higher click-through rate (CTR). We propose CREATER, a CTR-driven advertising text generation approach, to generate ad texts based on high-quality user reviews. To incorporate CTR objective, our model learns from online A/B test data with contrastive learning, which encourages the model to generate ad texts that obtain higher CTR. To alleviate the low-resource issue, we design a customized self-supervised objective reducing the gap between pre-training and fine-tuning. Experiments on industrial datasets show that CREATER significantly outperforms current approaches. It has been deployed online in a leading advertising platform and brings uplift on core online metrics.

Penghui Wei, Weimin Zhang, Ruijie Hou et al. · baidu

Predicting user response probabilities is vital for ad ranking and bidding. We hope that predictive models can produce accurate probabilistic predictions that reflect true likelihoods. Calibration techniques aim to post-process model predictions to posterior probabilities. Field-level calibration -- which performs calibration w.r.t. to a specific field value -- is fine-grained and more practical. In this paper we propose a doubly-adaptive approach AdaCalib. It learns an isotonic function family to calibrate model predictions with the guidance of posterior statistics, and field-adaptive mechanisms are designed to ensure that the posterior is appropriate for the field value to be calibrated. Experiments verify that AdaCalib achieves significant improvement on calibration performance. It has been deployed online and beats previous approach.

Wenxin Dong, Chang Gao, Guanghui Yu et al.

Large language models (LLMs) have shown remarkable potential in advertising scenarios such as ad creative generation and targeted advertising. However, deploying LLMs in real-time advertising systems poses significant challenges due to their high inference latency and computational cost. In this paper, we propose an Efficient Generative Targeting framework that integrates adaptive group quantization, layer-adaptive hierarchical sparsification, and prefix-tree parallel verification to accelerate LLM inference while preserving generation quality. Extensive experiments on two real-world advertising scenarios demonstrate that our framework achieves significant speedup with acceptable quality degradation, making it operationally viable for practical deployments.

Penghui Wei, Hongjian Dou, Shaoguo Liu et al.

Conversion rate (CVR) estimation aims to predict the probability of conversion event after a user has clicked an ad. Typically, online publisher has user browsing interests and click feedbacks, while demand-side advertising platform collects users' post-click behaviors such as dwell time and conversion decisions. To estimate CVR accurately and protect data privacy better, vertical federated learning (vFL) is a natural solution to combine two sides' advantages for training models, without exchanging raw data. Both CVR estimation and applied vFL algorithms have attracted increasing research attentions. However, standardized and systematical evaluations are missing: due to the lack of standardized datasets, existing studies adopt public datasets to simulate a vFL setting via hand-crafted feature partition, which brings challenges to fair comparison. We introduce FedAds, the first benchmark for CVR estimation with vFL, to facilitate standardized and systematical evaluations for vFL algorithms. It contains a large-scale real world dataset collected from Alibaba's advertising platform, as well as systematical evaluations for both effectiveness and privacy aspects of various vFL algorithms. Besides, we also explore to incorporate unaligned data in vFL to improve effectiveness, and develop perturbation operations to protect privacy well. We hope that future research work in vFL and CVR estimation benefits from the FedAds benchmark.

Zixuan Xu, Penghui Wei, Weimin Zhang et al.

In online advertising, conventional post-click conversion rate (CVR) estimation models are trained using clicked samples. However, during online serving the models need to estimate for all impression ads, leading to the sample selection bias (SSB) issue. Intuitively, providing reliable supervision signals for unclicked ads is a feasible way to alleviate the SSB issue. This paper proposes an uncertainty-regularized knowledge distillation (UKD) framework to debias CVR estimation via distilling knowledge from unclicked ads. A teacher model learns click-adaptive representations and produces pseudo-conversion labels on unclicked ads as supervision signals. Then a student model is trained on both clicked and unclicked ads with knowledge distillation, performing uncertainty modeling to alleviate the inherent noise in pseudo-labels. Experiments on billion-scale datasets show that UKD outperforms previous debiasing methods. Online results verify that UKD achieves significant improvements.

Shuai Wang, Penghui Wei, Qingchao Kong et al.

To inhibit the spread of rumorous information and its severe consequences, traditional fact checking aims at retrieving relevant evidence to verify the veracity of a given claim. Fact checking methods typically use knowledge graphs (KGs) as external repositories and develop reasoning mechanism to retrieve evidence for verifying the triple claim. However, existing methods only focus on verifying a single claim. As real-world rumorous information is more complex and a textual statement is often composed of multiple clauses (i.e. represented as multiple claims instead of a single one), multiclaim fact checking is not only necessary but more important for practical applications. Although previous methods for verifying a single triple can be applied repeatedly to verify multiple triples one by one, they ignore the contextual information implied in a multi-claim statement and could not learn the rich semantic information in the statement as a whole. In this paper, we propose an end-to-end knowledge enhanced learning and verification method for multi-claim fact checking. Our method consists of two modules, KG-based learning enhancement and multi-claim semantic composition. To fully utilize the contextual information, the KG-based learning enhancement module learns the dynamic context-specific representations via selectively aggregating relevant attributes of entities. To capture the compositional semantics of multiple triples, the multi-claim semantic composition module constructs the graph structure to model claim-level interactions, and integrates global and salient local semantics with multi-head attention. Experimental results on a real-world dataset and two benchmark datasets show the effectiveness of our method for multi-claim fact checking over KG.

Penghui Wei, Nan Xu, Wenji Mao

Automatically verifying rumorous information has become an important and challenging task in natural language processing and social media analytics. Previous studies reveal that people's stances towards rumorous messages can provide indicative clues for identifying the veracity of rumors, and thus determining the stances of public reactions is a crucial preceding step for rumor veracity prediction. In this paper, we propose a hierarchical multi-task learning framework for jointly predicting rumor stance and veracity on Twitter, which consists of two components. The bottom component of our framework classifies the stances of tweets in a conversation discussing a rumor via modeling the structural property based on a novel graph convolutional network. The top component predicts the rumor veracity by exploiting the temporal dynamics of stance evolution. Experimental results on two benchmark datasets show that our method outperforms previous methods in both rumor stance classification and veracity prediction.