Linhe Xu

Shuai Yang, Hao Yang, Zhuang Zou et al.

In the e-commerce advertising scenario, estimating the true probabilities (known as a calibrated estimate) on Click-Through Rate (CTR) and Conversion Rate (CVR) is critical. Previous research has introduced numerous solutions for addressing the calibration problem. These methods typically involve the training of calibrators using a validation set and subsequently applying these calibrators to correct the original estimated values during online inference. However, what sets e-commerce advertising scenarios apart is the challenge of multi-field calibration. Multi-field calibration requires achieving calibration in each field. In order to achieve multi-field calibration, it is necessary to have a strong data utilization ability. Because the quantity of pCTR specified range for a single field-value (such as user ID and item ID) sample is relatively small, this makes the calibrator more difficult to train. However, existing methods have difficulty effectively addressing these issues. To solve these problems, we propose a new method named Deep Ensemble Shape Calibration (DESC). In terms of business understanding and interpretability, we decompose multi-field calibration into value calibration and shape calibration. We introduce innovative basis calibration functions, which enhance both function expression capabilities and data utilization by combining these basis calibration functions. A significant advancement lies in the development of an allocator capable of allocating the most suitable calibrators to different estimation error distributions within diverse fields and values. We achieve significant improvements in both public and industrial datasets. In online experiments, we observe a +2.5% increase in CVR and +4.0% in GMV (Gross Merchandise Volume). Our code is now available at: https://github.com/HaoYang0123/DESC.

Hao Yang, Jianxin Yuan, Shuai Yang et al.

In online advertising scenario, sellers often create multiple creatives to provide comprehensive demonstrations, making it essential to present the most appealing design to maximize the Click-Through Rate (CTR). However, sellers generally struggle to consider users preferences for creative design, leading to the relatively lower aesthetics and quantities compared to Artificial Intelligence (AI)-based approaches. Traditional AI-based approaches still face the same problem of not considering user information while having limited aesthetic knowledge from designers. In fact that fusing the user information, the generated creatives can be more attractive because different users may have different preferences. To optimize the results, the generated creatives in traditional methods are then ranked by another module named creative ranking model. The ranking model can predict the CTR score for each creative considering user features. However, the two above stages are regarded as two different tasks and are optimized separately. In this paper, we proposed a new automated Creative Generation pipeline for Click-Through Rate (CG4CTR) with the goal of improving CTR during the creative generation stage. Our contributions have 4 parts: 1) The inpainting mode in stable diffusion is firstly applied to creative generation task in online advertising scene. A self-cyclic generation pipeline is proposed to ensure the convergence of training. 2) Prompt model is designed to generate individualized creatives for different user groups, which can further improve the diversity and quality. 3) Reward model comprehensively considers the multimodal features of image and text to improve the effectiveness of creative ranking task, and it is also critical in self-cyclic pipeline. 4) The significant benefits obtained in online and offline experiments verify the significance of our proposed method.

Pusen Dong, Chenglong Cao, Xinyu Zhou et al.

Digital advertising platforms operate millisecond-level auctions through Real-Time Bidding (RTB) systems, where advertisers compete for ad impressions through algorithmic bids. This dynamic mechanism enables precise audience targeting but introduces profound operational complexity due to advertiser heterogeneity: budgets and ROI targets span orders of magnitude across advertisers, from individual merchants to multinational brands. This diversity creates a demanding adaptation landscape for Multi-Constraint Bidding (MCB). Traditional auto-bidding solutions fail in this environment due to two critical flaws: 1) severe sample inefficiency, where failed explorations under specific constraints yield no transferable knowledge for new budget-ROI combinations, and 2) limited generalization under constraint shifts, as they ignore physical relationships between constraints and bidding coefficients. To address this, we propose HALO: Hindsight-Augmented Learning for Online Auto-Bidding. HALO introduces a theoretically grounded hindsight mechanism that repurposes all explorations into training data for arbitrary constraint configuration via trajectory reorientation. Further, it employs B-spline functional representation, enabling continuous, derivative-aware bid mapping across constraint spaces. HALO ensures robust adaptation even when budget/ROI requirements differ drastically from training scenarios. Industrial dataset evaluations demonstrate the superiority of HALO in handling multi-scale constraints, reducing constraint violations while improving GMV.