Junqi Jin

Bo Yang, Ruixuan Luo, Junqi Jin et al.

Internet live streaming is widely used in online entertainment and e-commerce, where live advertising is an important marketing tool for anchors. An advertising campaign hopes to maximize the effect (such as conversions) under constraints (such as budget and cost-per-click). The mainstream control of campaigns is auto-bidding, where the performance depends on the decision of the bidding algorithm in each request. The most widely used auto-bidding algorithms include Proportional-Integral-Derivative (PID) control, linear programming (LP), reinforcement learning (RL), etc. Existing methods either do not consider the entire time traffic, or have too high computational complexity. In this paper, the live advertising has high requirements for real-time bidding (second-level control) and faces the difficulty of unknown future traffic. Therefore, we propose a lightweight bidding algorithm Binary Constrained Bidding (BiCB), which neatly combines the optimal bidding formula given by mathematical analysis and the statistical method of future traffic estimation, and obtains good approximation to the optimal result through a low complexity solution. In addition, we complement the form of upper and lower bound constraints for traditional auto-bidding modeling and give theoretical analysis of BiCB. Sufficient offline and online experiments prove BiCB's good performance and low engineering cost.

Liyi Guo, Junqi Jin, Haoqi Zhang et al.

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 advertiser's 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 platform's 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.

Zhaoqing Peng, Junqi Jin, Lan Luo et al.

To drive purchase in online advertising, it is of the advertiser's great interest to optimize the sequential advertising strategy whose performance and interpretability are both important. The lack of interpretability in existing deep reinforcement learning methods makes it not easy to understand, diagnose and further optimize the strategy. In this paper, we propose our Deep Intents Sequential Advertising (DISA) method to address these issues. The key part of interpretability is to understand a consumer's purchase intent which is, however, unobservable (called hidden states). In this paper, we model this intention as a latent variable and formulate the problem as a Partially Observable Markov Decision Process (POMDP) where the underlying intents are inferred based on the observable behaviors. Large-scale industrial offline and online experiments demonstrate our method's superior performance over several baselines. The inferred hidden states are analyzed, and the results prove the rationality of our inference.

Liyi Guo, Rui Lu, Haoqi Zhang et al.

For e-commerce platforms such as Taobao and Amazon, advertisers play an important role in the entire digital ecosystem: their behaviors explicitly influence users' browsing and shopping experience; more importantly, advertiser's expenditure on advertising constitutes a primary source of platform revenue. Therefore, providing better services for advertisers is essential for the long-term prosperity for e-commerce platforms. To achieve this goal, the ad platform needs to have an in-depth understanding of advertisers in terms of both their marketing intents and satisfaction over the advertising performance, based on which further optimization could be carried out to service the advertisers in the correct direction. In this paper, we propose a novel Deep Satisfaction Prediction Network (DSPN), which models advertiser intent and satisfaction simultaneously. It employs a two-stage network structure where advertiser intent vector and satisfaction are jointly learned by considering the features of advertiser's action information and advertising performance indicators. Experiments on an Alibaba advertisement dataset and online evaluations show that our proposed DSPN outperforms state-of-the-art baselines and has stable performance in terms of AUC in the online environment. Further analyses show that DSPN not only predicts advertisers' satisfaction accurately but also learns an explainable advertiser intent, revealing the opportunities to optimize the advertising performance further.

Xiaotian Hao, Zhaoqing Peng, Yi Ma et al.

In E-commerce, advertising is essential for merchants to reach their target users. The typical objective is to maximize the advertiser's cumulative revenue over a period of time under a budget constraint. In real applications, an advertisement (ad) usually needs to be exposed to the same user multiple times until the user finally contributes revenue (e.g., places an order). However, existing advertising systems mainly focus on the immediate revenue with single ad exposures, ignoring the contribution of each exposure to the final conversion, thus usually falls into suboptimal solutions. In this paper, we formulate the sequential advertising strategy optimization as a dynamic knapsack problem. We propose a theoretically guaranteed bilevel optimization framework, which significantly reduces the solution space of the original optimization space while ensuring the solution quality. To improve the exploration efficiency of reinforcement learning, we also devise an effective action space reduction approach. Extensive offline and online experiments show the superior performance of our approaches over state-of-the-art baselines in terms of cumulative revenue.

Xiaotian Hao, Junqi Jin, Jianye Hao et al.

Bipartite b-matching is fundamental in algorithm design, and has been widely applied into economic markets, labor markets, etc. These practical problems usually exhibit two distinct features: large-scale and dynamic, which requires the matching algorithm to be repeatedly executed at regular intervals. However, existing exact and approximate algorithms usually fail in such settings due to either requiring intolerable running time or too much computation resource. To address this issue, we propose \texttt{NeuSearcher} which leverages the knowledge learned from previously instances to solve new problem instances. Specifically, we design a multichannel graph neural network to predict the threshold of the matched edges weights, by which the search region could be significantly reduced. We further propose a parallel heuristic search algorithm to iteratively improve the solution quality until convergence. Experiments on both open and industrial datasets demonstrate that \texttt{NeuSearcher} can speed up 2 to 3 times while achieving exactly the same matching solution compared with the state-of-the-art approximation approaches.

Dagui Chen, Junqi Jin, Weinan Zhang et al.

Most e-commerce product feeds provide blended results of advertised products and recommended products to consumers. The underlying advertising and recommendation platforms share similar if not exactly the same set of candidate products. Consumers' behaviors on the advertised results constitute part of the recommendation model's training data and therefore can influence the recommended results. We refer to this process as Leverage. Considering this mechanism, we propose a novel perspective that advertisers can strategically bid through the advertising platform to optimize their recommended organic traffic. By analyzing the real-world data, we first explain the principles of Leverage mechanism, i.e., the dynamic models of Leverage. Then we introduce a novel Leverage optimization problem and formulate it with a Markov Decision Process. To deal with the sample complexity challenge in model-free reinforcement learning, we propose a novel Hybrid Training Leverage Bidding (HTLB) algorithm which combines the real-world samples and the emulator-generated samples to boost the learning speed and stability. Our offline experiments as well as the results from the online deployment demonstrate the superior performance of our approach.

Yi Ma, Jianye Hao, Yaodong Yang et al.

Graph convolutional networks(GCNs) have become the most popular approaches for graph data in these days because of their powerful ability to extract features from graph. GCNs approaches are divided into two categories, spectral-based and spatial-based. As the earliest convolutional networks for graph data, spectral-based GCNs have achieved impressive results in many graph related analytics tasks. However, spectral-based models cannot directly work on directed graphs. In this paper, we propose an improved spectral-based GCN for the directed graph by leveraging redefined Laplacians to improve its propagation model. Our approach can work directly on directed graph data in semi-supervised nodes classification tasks. Experiments on a number of directed graph datasets demonstrate that our approach outperforms the state-of-the-art methods.

Weixun Wang, Junqi Jin, Jianye Hao et al.

In E-commerce advertising, where product recommendations and product ads are presented to users simultaneously, the traditional setting is to display ads at fixed positions. However, under such a setting, the advertising system loses the flexibility to control the number and positions of ads, resulting in sub-optimal platform revenue and user experience. Consequently, major e-commerce platforms (e.g., Taobao.com) have begun to consider more flexible ways to display ads. In this paper, we investigate the problem of advertising with adaptive exposure: can we dynamically determine the number and positions of ads for each user visit under certain business constraints so that the platform revenue can be increased? More specifically, we consider two types of constraints: request-level constraint ensures user experience for each user visit, and platform-level constraint controls the overall platform monetization rate. We model this problem as a Constrained Markov Decision Process with per-state constraint (psCMDP) and propose a constrained two-level reinforcement learning approach to decompose the original problem into two relatively independent sub-problems. To accelerate policy learning, we also devise a constrained hindsight experience replay mechanism. Experimental evaluations on industry-scale real-world datasets demonstrate the merits of our approach in both obtaining higher revenue under the constraints and the effectiveness of the constrained hindsight experience replay mechanism.

Junqi Jin, Chengru Song, Han Li et al.

Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize specific goals such as maximizing revenue and return on investment (ROI) led by ad placements, advertisers not only need to estimate the relevance between the ads and user's interests, but most importantly require a strategic response with respect to other advertisers bidding in the market. In this paper, we formulate bidding optimization with multi-agent reinforcement learning. To deal with a large number of advertisers, we propose a clustering method and assign each cluster with a strategic bidding agent. A practical Distributed Coordinated Multi-Agent Bidding (DCMAB) has been proposed and implemented to balance the tradeoff between the competition and cooperation among advertisers. The empirical study on our industry-scaled real-world data has demonstrated the effectiveness of our methods. Our results show cluster-based bidding would largely outperform single-agent and bandit approaches, and the coordinated bidding achieves better overall objectives than purely self-interested bidding agents.

Guorui Zhou, Chengru Song, Xiaoqiang Zhu et al.

Click-through rate prediction is an essential task in industrial applications, such as online advertising. Recently deep learning based models have been proposed, which follow a similar Embedding\&MLP paradigm. In these methods large scale sparse input features are first mapped into low dimensional embedding vectors, and then transformed into fixed-length vectors in a group-wise manner, finally concatenated together to fed into a multilayer perceptron (MLP) to learn the nonlinear relations among features. In this way, user features are compressed into a fixed-length representation vector, in regardless of what candidate ads are. The use of fixed-length vector will be a bottleneck, which brings difficulty for Embedding\&MLP methods to capture user's diverse interests effectively from rich historical behaviors. In this paper, we propose a novel model: Deep Interest Network (DIN) which tackles this challenge by designing a local activation unit to adaptively learn the representation of user interests from historical behaviors with respect to a certain ad. This representation vector varies over different ads, improving the expressive ability of model greatly. Besides, we develop two techniques: mini-batch aware regularization and data adaptive activation function which can help training industrial deep networks with hundreds of millions of parameters. Experiments on two public datasets as well as an Alibaba real production dataset with over 2 billion samples demonstrate the effectiveness of proposed approaches, which achieve superior performance compared with state-of-the-art methods. DIN now has been successfully deployed in the online display advertising system in Alibaba, serving the main traffic.

Han Zhu, Junqi Jin, Chang Tan et al.

Taobao, as the largest online retail platform in the world, provides billions of online display advertising impressions for millions of advertisers every day. For commercial purposes, the advertisers bid for specific spots and target crowds to compete for business traffic. The platform chooses the most suitable ads to display in tens of milliseconds. Common pricing methods include cost per mille (CPM) and cost per click (CPC). Traditional advertising systems target certain traits of users and ad placements with fixed bids, essentially regarded as coarse-grained matching of bid and traffic quality. However, the fixed bids set by the advertisers competing for different quality requests cannot fully optimize the advertisers' key requirements. Moreover, the platform has to be responsible for the business revenue and user experience. Thus, we proposed a bid optimizing strategy called optimized cost per click (OCPC) which automatically adjusts the bid to achieve finer matching of bid and traffic quality of page view (PV) request granularity. Our approach optimizes advertisers' demands, platform business revenue and user experience and as a whole improves traffic allocation efficiency. We have validated our approach in Taobao display advertising system in production. The online A/B test shows our algorithm yields substantially better results than previous fixed bid manner.

Junqi Jin, Ziang Yan, Kun Fu et al.

Deep learning models' architectures, including depth and width, are key factors influencing models' performance, such as test accuracy and computation time. This paper solves two problems: given computation time budget, choose an architecture to maximize accuracy, and given accuracy requirement, choose an architecture to minimize computation time. We convert this architecture optimization into a subset selection problem. With accuracy's submodularity and computation time's supermodularity, we propose efficient greedy optimization algorithms. The experiments demonstrate our algorithm's ability to find more accurate models or faster models. By analyzing architecture evolution with growing time budget, we discuss relationships among accuracy, time and architecture, and give suggestions on neural network architecture design.

Junqi Jin, Ziang Yan, Kun Fu et al.

Recurrent neural network (RNN)'s architecture is a key factor influencing its performance. We propose algorithms to optimize hidden sizes under running time constraint. We convert the discrete optimization into a subset selection problem. By novel transformations, the objective function becomes submodular and constraint becomes supermodular. A greedy algorithm with bounds is suggested to solve the transformed problem. And we show how transformations influence the bounds. To speed up optimization, surrogate functions are proposed which balance exploration and exploitation. Experiments show that our algorithms can find more accurate models or faster models than manually tuned state-of-the-art and random search. We also compare popular RNN architectures using our algorithms.

Junqi Jin, Kun Fu, Runpeng Cui et al.

Recent progress on automatic generation of image captions has shown that it is possible to describe the most salient information conveyed by images with accurate and meaningful sentences. In this paper, we propose an image caption system that exploits the parallel structures between images and sentences. In our model, the process of generating the next word, given the previously generated ones, is aligned with the visual perception experience where the attention shifting among the visual regions imposes a thread of visual ordering. This alignment characterizes the flow of "abstract meaning", encoding what is semantically shared by both the visual scene and the text description. Our system also makes another novel modeling contribution by introducing scene-specific contexts that capture higher-level semantic information encoded in an image. The contexts adapt language models for word generation to specific scene types. We benchmark our system and contrast to published results on several popular datasets. We show that using either region-based attention or scene-specific contexts improves systems without those components. Furthermore, combining these two modeling ingredients attains the state-of-the-art performance.