Jian Xu

Jingyue Gao, Shuguang Han, Han Zhu et al.

Click-Through Rate (CTR) prediction serves as a fundamental component in online advertising. A common practice is to train a CTR model on advertisement (ad) impressions with user feedback. Since ad impressions are purposely selected by the model itself, their distribution differs from the inference distribution and thus exhibits sample selection bias (SSB) that affects model performance. Existing studies on SSB mainly employ sample re-weighting techniques which suffer from high variance and poor model calibration. Another line of work relies on costly uniform data that is inadequate to train industrial models. Thus mitigating SSB in industrial models with a uniform-data-free framework is worth exploring. Fortunately, many platforms display mixed results of organic items (i.e., recommendations) and sponsored items (i.e., ads) to users, where impressions of ads and recommendations are selected by different systems but share the same user decision rationales. Based on the above characteristics, we propose to leverage recommendations samples as a free lunch to mitigate SSB for ads CTR model (Rec4Ad). After elaborating data augmentation, Rec4Ad learns disentangled representations with alignment and decorrelation modules for enhancement. When deployed in Taobao display advertising system, Rec4Ad achieves substantial gains in key business metrics, with a lift of up to +6.6\% CTR and +2.9\% RPM.

Dagui Chen, Qi Yan, Chunjie Chen et al.

A contemporary feed application usually provides blended results of organic items and sponsored items~(ads) to users. Conventionally, ads are exposed at fixed positions. Such a static exposure strategy is inefficient due to ignoring users' personalized preferences towards ads. To this end, adaptive ad exposure has become an appealing strategy to boost the overall performance of the feed. However, existing approaches to implementing the adaptive ad exposure still suffer from several limitations: 1) they usually fall into sub-optimal solutions because of only focusing on request-level optimization without consideration of the long-term application-level performance and constraints, 2) they neglect the necessity of keeping the game-theoretical properties of ad auctions, which may lead to anarchy in bidding, and 3) they can hardly be deployed in large-scale applications due to high computational complexity. In this paper, we focus on long-term performance optimization under hierarchical constraints in feeds and formulate the adaptive ad exposure as a Dynamic Knapsack Problem. We propose an effective approach: Hierarchically Constrained Adaptive Ad Exposure~(HCA2E). We present that HCA2E possesses desired game-theoretical properties, computational efficiency, and performance robustness. Comprehensive offline and online experiments on a leading e-commerce application demonstrate the significant performance superiority of HCA2E over representative baselines. HCA2E has also been deployed on this application to serve millions of daily users.

Xiang-Rong Sheng, Feifan Yang, Litong Gong et al.

Despite the recognized potential of multimodal data to improve model accuracy, many large-scale industrial recommendation systems, including Taobao display advertising system, predominantly depend on sparse ID features in their models. In this work, we explore approaches to leverage multimodal data to enhance the recommendation accuracy. We start from identifying the key challenges in adopting multimodal data in a manner that is both effective and cost-efficient for industrial systems. To address these challenges, we introduce a two-phase framework, including: 1) the pre-training of multimodal representations to capture semantic similarity, and 2) the integration of these representations with existing ID-based models. Furthermore, we detail the architecture of our production system, which is designed to facilitate the deployment of multimodal representations. Since the integration of multimodal representations in mid-2023, we have observed significant performance improvements in Taobao display advertising system. We believe that the insights we have gathered will serve as a valuable resource for practitioners seeking to leverage multimodal data in their systems.

Bencheng Yan, Yuejie Lei, Zhiyuan Zeng et al.

Despite massive investments in scale, deep models for click-through rate (CTR) prediction often exhibit rapidly diminishing returns - a stark contrast to the smooth, predictable gains seen in large language models. We identify the root cause as a structural misalignment: Transformers assume sequential compositionality, while CTR data demand combinatorial reasoning over high-cardinality semantic fields. Unstructured attention spreads capacity indiscriminately, amplifying noise under extreme sparsity and breaking scalable learning. To restore alignment, we introduce the Field-Aware Transformer (FAT), which embeds field-based interaction priors into attention through decomposed content alignment and cross-field modulation. This design ensures model complexity scales with the number of fields F, not the total vocabulary size n >> F, leading to tighter generalization and, critically, observed power-law scaling in AUC as model width increases. We present the first formal scaling law for CTR models, grounded in Rademacher complexity, that explains and predicts this behavior. On large-scale benchmarks, FAT improves AUC by up to +0.51% over state-of-the-art methods. Deployed online, it delivers +2.33% CTR and +0.66% RPM. Our work establishes that effective scaling in recommendation arises not from size, but from structured expressivity-architectural coherence with data semantics.

Danfeng Hong, Naoto Yokoya, Jocelyn Chanussot et al.

Conventional nonlinear subspace learning techniques (e.g., manifold learning) usually introduce some drawbacks in explainability (explicit mapping) and cost-effectiveness (linearization), generalization capability (out-of-sample), and representability (spatial-spectral discrimination). To overcome these shortcomings, a novel linearized subspace analysis technique with spatial-spectral manifold alignment is developed for a semi-supervised hyperspectral dimensionality reduction (HDR), called joint and progressive subspace analysis (JPSA). The JPSA learns a high-level, semantically meaningful, joint spatial-spectral feature representation from hyperspectral data by 1) jointly learning latent subspaces and a linear classifier to find an effective projection direction favorable for classification; 2) progressively searching several intermediate states of subspaces to approach an optimal mapping from the original space to a potential more discriminative subspace; 3) spatially and spectrally aligning manifold structure in each learned latent subspace in order to preserve the same or similar topological property between the compressed data and the original data. A simple but effective classifier, i.e., nearest neighbor (NN), is explored as a potential application for validating the algorithm performance of different HDR approaches. Extensive experiments are conducted to demonstrate the superiority and effectiveness of the proposed JPSA on two widely-used hyperspectral datasets: Indian Pines (92.98\%) and the University of Houston (86.09\%) in comparison with previous state-of-the-art HDR methods. The demo of this basic work (i.e., ECCV2018) is openly available at https://github.com/danfenghong/ECCV2018_J-Play.

Zhijian Duan, Yusen Huo, Tianyu Wang et al.

In online advertising, advertisers commonly utilize auto-bidding services to bid for impression opportunities. A typical objective of the auto-bidder is to optimize the advertiser's cumulative value of winning impressions within specified budget constraints. However, such a problem is challenging due to the complex bidding environment faced by diverse advertisers. To address this challenge, we introduce ABPlanner, a few-shot adaptable budget planner designed to improve budget-constrained auto-bidding. ABPlanner is based on a hierarchical bidding framework that decomposes the bidding process into shorter, manageable stages. Within this framework, ABPlanner allocates the budget across all stages, allowing a low-level auto-bidder to bids based on the budget allocation plan. The adaptability of ABPlanner is achieved through a sequential decision-making approach, inspired by in-context reinforcement learning. For each advertiser, ABPlanner adjusts the budget allocation plan episode by episode, using data from previous episodes as prompt for current decisions. This enables ABPlanner to quickly adapt to different advertisers with few-shot data, providing a sample-efficient solution. Extensive simulation experiments and real-world A/B testing validate the effectiveness of ABPlanner, demonstrating its capability to enhance the cumulative value achieved by auto-bidders.

Qi Li, Wendong Huang, Qichen Ye et al.

The E-commerce advertising platforms typically sell commercial traffic through either second-price auction (SPA) or first-price auction (FPA). SPA was historically prevalent due to its dominant strategy incentive-compatible (DSIC) for bidders with quasi-linear utilities, especially when budgets are not a binding constraint, while FPA has gained more prominence for offering higher revenue potential to publishers and avoiding the possibility for discriminatory treatment in personalized reserve prices. Meanwhile, on the demand side, advertisers are increasingly adopting platform-wide marketing solutions akin to QuanZhanTui, shifting from spending budgets solely on commercial traffic to bidding on the entire traffic for the purpose of maximizing overall sales. For automated bidding systems, such a trend poses a critical challenge: determining optimal strategies across heterogeneous auction channels to fulfill diverse advertiser objectives, such as maximizing return (MaxReturn) or meeting target return on ad spend (TargetROAS). To overcome this challenge, this work makes two key contributions. First, we derive an efficient solution for optimal bidding under FPA channels, which takes into account the presence of organic traffic - traffic can be won for free. Second, we introduce a marginal cost alignment (MCA) strategy that provably secures bidding efficiency across heterogeneous auction mechanisms. To validate performance of our developed framework, we conduct comprehensive offline experiments on public datasets and large-scale online A/B testing, which demonstrate consistent improvements over existing methods.

Leizhen Wang, Peibo Duan, Hao Wang et al.

In traffic engineering, the fixed-time traffic signal control remains widely used for its low cost, stability, and interpretability. However, its design depends on hand-crafted formulas (e.g., Webster) and manual re-timing by engineers to adapt to demand changes, which is labor-intensive and often yields suboptimal results under heterogeneous or congested conditions. This paper introduces the EvolveSignal, a large language models (LLMs) powered coding agent to automatically discover new traffic signal control algorithms. We formulate the problem as program synthesis, where candidate algorithms are represented as Python functions with fixed input-output structures, and iteratively optimized through external evaluations (e.g., a traffic simulator) and evolutionary search. Experiments on a signalized intersection demonstrate that the discovered algorithms outperform Webster's baseline, reducing average delay by 20.1% and average stops by 47.1%. Beyond performance, ablation and incremental analyses reveal that EvolveSignal modifications-such as adjusting cycle length bounds, incorporating right-turn demand, and rescaling green allocations-can offer practically meaningful insights for traffic engineers. This work opens a new research direction by leveraging AI for algorithm design in traffic signal control, bridging program synthesis with transportation engineering.

Zongtao Liu, Bin Ma, Quan Liu et al.

Digital advertising is a critical part of many e-commerce platforms such as Taobao and Amazon. While in recent years a lot of attention has been drawn to the consumer side including canonical problems like ctr/cvr prediction, the advertiser side, which directly serves advertisers by providing them with marketing tools, is now playing a more and more important role. When speaking of sponsored search, bid keyword recommendation is the fundamental service. This paper addresses the problem of keyword matching, the primary step of keyword recommendation. Existing methods for keyword matching merely consider modeling relevance based on a single type of relation among ads and keywords, such as query clicks or text similarity, which neglects rich heterogeneous interactions hidden behind them. To fill this gap, the keyword matching problem faces several challenges including: 1) how to learn enriched and robust embeddings from complex interactions among various types of objects; 2) how to conduct high-quality matching for new ads that usually lack sufficient data. To address these challenges, we develop a heterogeneous-graph-neural-network-based model for keyword matching named HetMatch, which has been deployed both online and offline at the core sponsored search platform of Alibaba Group. To extract enriched and robust embeddings among rich relations, we design a hierarchical structure to fuse and enhance the relevant neighborhood patterns both on the micro and the macro level. Moreover, by proposing a multi-view framework, the model is able to involve more positive samples for cold-start ads. Experimental results on a large-scale industrial dataset as well as online AB tests exhibit the effectiveness of HetMatch.

Bencheng Yan, Pengjie Wang, Jinquan Liu et al.

Nowadays, deep learning models are widely adopted in web-scale applications such as recommender systems, and online advertising. In these applications, embedding learning of categorical features is crucial to the success of deep learning models. In these models, a standard method is that each categorical feature value is assigned a unique embedding vector which can be learned and optimized. Although this method can well capture the characteristics of the categorical features and promise good performance, it can incur a huge memory cost to store the embedding table, especially for those web-scale applications. Such a huge memory cost significantly holds back the effectiveness and usability of EDRMs. In this paper, we propose a binary code based hash embedding method which allows the size of the embedding table to be reduced in arbitrary scale without compromising too much performance. Experimental evaluation results show that one can still achieve 99\% performance even if the embedding table size is reduced 1000$\times$ smaller than the original one with our proposed method.

Bencheng Yan, Pengjie Wang, Kai Zhang et al.

Embedding learning for categorical features is crucial for the deep learning-based recommendation models (DLRMs). Each feature value is mapped to an embedding vector via an embedding learning process. Conventional methods configure a fixed and uniform embedding size to all feature values from the same feature field. However, such a configuration is not only sub-optimal for embedding learning but also memory costly. Existing methods that attempt to resolve these problems, either rule-based or neural architecture search (NAS)-based, need extensive efforts on the human design or network training. They are also not flexible in embedding size selection or in warm-start-based applications. In this paper, we propose a novel and effective embedding size selection scheme. Specifically, we design an Adaptively-Masked Twins-based Layer (AMTL) behind the standard embedding layer. AMTL generates a mask vector to mask the undesired dimensions for each embedding vector. The mask vector brings flexibility in selecting the dimensions and the proposed layer can be easily added to either untrained or trained DLRMs. Extensive experimental evaluations show that the proposed scheme outperforms competitive baselines on all the benchmark tasks, and is also memory-efficient, saving 60\% memory usage without compromising any performance metrics.

Chao Wen, Miao Xu, Zhilin Zhang et al.

In online advertising, auto-bidding has become an essential tool for advertisers to optimize their preferred ad performance metrics by simply expressing high-level campaign objectives and constraints. Previous works designed auto-bidding tools from the view of single-agent, without modeling the mutual influence between agents. In this paper, we instead consider this problem from a distributed multi-agent perspective, and propose a general $\underline{M}$ulti-$\underline{A}$gent reinforcement learning framework for $\underline{A}$uto-$\underline{B}$idding, namely MAAB, to learn the auto-bidding strategies. First, we investigate the competition and cooperation relation among auto-bidding agents, and propose a temperature-regularized credit assignment to establish a mixed cooperative-competitive paradigm. By carefully making a competition and cooperation trade-off among agents, we can reach an equilibrium state that guarantees not only individual advertiser's utility but also the system performance (i.e., social welfare). Second, to avoid the potential collusion behaviors of bidding low prices underlying the cooperation, we further propose bar agents to set a personalized bidding bar for each agent, and then alleviate the revenue degradation due to the cooperation. Third, to deploy MAAB in the large-scale advertising system with millions of advertisers, we propose a mean-field approach. By grouping advertisers with the same objective as a mean auto-bidding agent, the interactions among the large-scale advertisers are greatly simplified, making it practical to train MAAB efficiently. Extensive experiments on the offline industrial dataset and Alibaba advertising platform demonstrate that our approach outperforms several baseline methods in terms of social welfare and revenue.

Ziyu Guan, Hongchang Wu, Qingyu Cao et al.

Bid optimization for online advertising from single advertiser's perspective has been thoroughly investigated in both academic research and industrial practice. However, existing work typically assume competitors do not change their bids, i.e., the wining price is fixed, leading to poor performance of the derived solution. Although a few studies use multi-agent reinforcement learning to set up a cooperative game, they still suffer the following drawbacks: (1) They fail to avoid collusion solutions where all the advertisers involved in an auction collude to bid an extremely low price on purpose. (2) Previous works cannot well handle the underlying complex bidding environment, leading to poor model convergence. This problem could be amplified when handling multiple objectives of advertisers which are practical demands but not considered by previous work. In this paper, we propose a novel multi-objective cooperative bid optimization formulation called Multi-Agent Cooperative bidding Games (MACG). MACG sets up a carefully designed multi-objective optimization framework where different objectives of advertisers are incorporated. A global objective to maximize the overall profit of all advertisements is added in order to encourage better cooperation and also to protect self-bidding advertisers. To avoid collusion, we also introduce an extra platform revenue constraint. We analyze the optimal functional form of the bidding formula theoretically and design a policy network accordingly to generate auction-level bids. Then we design an efficient multi-agent evolutionary strategy for model optimization. Offline experiments and online A/B tests conducted on the Taobao platform indicate both single advertiser's objective and global profit have been significantly improved compared to state-of-art methods.

Xiangyu Liu, Chuan Yu, Zhilin Zhang et al.

In e-commerce advertising, it is crucial to jointly consider various performance metrics, e.g., user experience, advertiser utility, and platform revenue. Traditional auction mechanisms, such as GSP and VCG auctions, can be suboptimal due to their fixed allocation rules to optimize a single performance metric (e.g., revenue or social welfare). Recently, data-driven auctions, learned directly from auction outcomes to optimize multiple performance metrics, have attracted increasing research interests. However, the procedure of auction mechanisms involves various discrete calculation operations, making it challenging to be compatible with continuous optimization pipelines in machine learning. In this paper, we design \underline{D}eep \underline{N}eural \underline{A}uctions (DNAs) to enable end-to-end auction learning by proposing a differentiable model to relax the discrete sorting operation, a key component in auctions. We optimize the performance metrics by developing deep models to efficiently extract contexts from auctions, providing rich features for auction design. We further integrate the game theoretical conditions within the model design, to guarantee the stability of the auctions. DNAs have been successfully deployed in the e-commerce advertising system at Taobao. Experimental evaluation results on both large-scale data set as well as online A/B test demonstrated that DNAs significantly outperformed other mechanisms widely adopted in industry.

Feng Li, Bencheng Yan, Qingqing Long et al.

Cross features play an important role in click-through rate (CTR) prediction. Most of the existing methods adopt a DNN-based model to capture the cross features in an implicit manner. These implicit methods may lead to a sub-optimized performance due to the limitation in explicit semantic modeling. Although traditional statistical explicit semantic cross features can address the problem in these implicit methods, it still suffers from some challenges, including lack of generalization and expensive memory cost. Few works focus on tackling these challenges. In this paper, we take the first step in learning the explicit semantic cross features and propose Pre-trained Cross Feature learning Graph Neural Networks (PCF-GNN), a GNN based pre-trained model aiming at generating cross features in an explicit fashion. Extensive experiments are conducted on both public and industrial datasets, where PCF-GNN shows competence in both performance and memory-efficiency in various tasks.

Xu Ma, Pengjie Wang, Hui Zhao et al.

In real-world search, recommendation, and advertising systems, the multi-stage ranking architecture is commonly adopted. Such architecture usually consists of matching, pre-ranking, ranking, and re-ranking stages. In the pre-ranking stage, vector-product based models with representation-focused architecture are commonly adopted to account for system efficiency. However, it brings a significant loss to the effectiveness of the system. In this paper, a novel pre-ranking approach is proposed which supports complicated models with interaction-focused architecture. It achieves a better tradeoff between effectiveness and efficiency by utilizing the proposed learnable Feature Selection method based on feature Complexity and variational Dropout (FSCD). Evaluations in a real-world e-commerce sponsored search system for a search engine demonstrate that utilizing the proposed pre-ranking, the effectiveness of the system is significantly improved. Moreover, compared to the systems with conventional pre-ranking models, an identical amount of computational resource is consumed.

Zhilin Zhang, Xiangyu Liu, Zhenzhe Zheng et al.

In e-commerce advertising, the ad platform usually relies on auction mechanisms to optimize different performance metrics, such as user experience, advertiser utility, and platform revenue. However, most of the state-of-the-art auction mechanisms only focus on optimizing a single performance metric, e.g., either social welfare or revenue, and are not suitable for e-commerce advertising with various, dynamic, difficult to estimate, and even conflicting performance metrics. In this paper, we propose a new mechanism called Deep GSP auction, which leverages deep learning to design new rank score functions within the celebrated GSP auction framework. These new rank score functions are implemented via deep neural network models under the constraints of monotone allocation and smooth transition. The requirement of monotone allocation ensures Deep GSP auction nice game theoretical properties, while the requirement of smooth transition guarantees the advertiser utilities would not fluctuate too much when the auction mechanism switches among candidate mechanisms to achieve different optimization objectives. We deployed the proposed mechanisms in a leading e-commerce ad platform and conducted comprehensive experimental evaluations with both offline simulations and online A/B tests. The results demonstrated the effectiveness of the Deep GSP auction compared to the state-of-the-art auction mechanisms.

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.

Jingwei Zhuo, Ziru Xu, Wei Dai et al.

Retrieving relevant targets from an extremely large target set under computational limits is a common challenge for information retrieval and recommendation systems. Tree models, which formulate targets as leaves of a tree with trainable node-wise scorers, have attracted a lot of interests in tackling this challenge due to their logarithmic computational complexity in both training and testing. Tree-based deep models (TDMs) and probabilistic label trees (PLTs) are two representative kinds of them. Though achieving many practical successes, existing tree models suffer from the training-testing discrepancy, where the retrieval performance deterioration caused by beam search in testing is not considered in training. This leads to an intrinsic gap between the most relevant targets and those retrieved by beam search with even the optimally trained node-wise scorers. We take a first step towards understanding and analyzing this problem theoretically, and develop the concept of Bayes optimality under beam search and calibration under beam search as general analyzing tools for this purpose. Moreover, to eliminate the discrepancy, we propose a novel algorithm for learning optimal tree models under beam search. Experiments on both synthetic and real data verify the rationality of our theoretical analysis and demonstrate the superiority of our algorithm compared to state-of-the-art methods.

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.

Jiarui Jin, Yuchen Fang, Weinan Zhang et al.

Position bias is a critical problem in information retrieval when dealing with implicit yet biased user feedback data. Unbiased ranking methods typically rely on causality models and debias the user feedback through inverse propensity weighting. While practical, these methods still suffer from two major problems. First, when inferring a user click, the impact of the contextual information, such as documents that have been examined, is often ignored. Second, only the position bias is considered but other issues resulted from user browsing behaviors are overlooked. In this paper, we propose an end-to-end Deep Recurrent Survival Ranking (DRSR), a unified framework to jointly model user's various behaviors, to (i) consider the rich contextual information in the ranking list; and (ii) address the hidden issues underlying user behaviors, i.e., to mine observe pattern in queries without any click (non-click queries), and to model tracking logs which cannot truly reflect the user browsing intents (untrusted observation). Specifically, we adopt a recurrent neural network to model the contextual information and estimates the conditional likelihood of user feedback at each position. We then incorporate survival analysis techniques with the probability chain rule to mathematically recover the unbiased joint probability of one user's various behaviors. DRSR can be easily incorporated with both point-wise and pair-wise learning objectives. The extensive experiments over two large-scale industrial datasets demonstrate the significant performance gains of our model comparing with the state-of-the-arts.

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.

Kan Ren, Jiarui Qin, Yuchen Fang et al.

User response prediction, which models the user preference w.r.t. the presented items, plays a key role in online services. With two-decade rapid development, nowadays the cumulated user behavior sequences on mature Internet service platforms have become extremely long since the user's first registration. Each user not only has intrinsic tastes, but also keeps changing her personal interests during lifetime. Hence, it is challenging to handle such lifelong sequential modeling for each individual user. Existing methodologies for sequential modeling are only capable of dealing with relatively recent user behaviors, which leaves huge space for modeling long-term especially lifelong sequential patterns to facilitate user modeling. Moreover, one user's behavior may be accounted for various previous behaviors within her whole online activity history, i.e., long-term dependency with multi-scale sequential patterns. In order to tackle these challenges, in this paper, we propose a Hierarchical Periodic Memory Network for lifelong sequential modeling with personalized memorization of sequential patterns for each user. The model also adopts a hierarchical and periodical updating mechanism to capture multi-scale sequential patterns of user interests while supporting the evolving user behavior logs. The experimental results over three large-scale real-world datasets have demonstrated the advantages of our proposed model with significant improvement in user response prediction performance against the state-of-the-arts.

Di Wu, Cheng Chen, Xun Yang et al.

In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher. Despite the increasing popularity of RTB, there is still half of online display advertising revenue generated from guaranteed contracts. Therefore, simultaneously selling impressions through both guaranteed contracts and RTB is a straightforward choice for a publisher to maximize its yield. However, deriving the optimal strategy to allocate impressions is not a trivial task, especially when the environment is unstable in real-world applications. In this paper, we formulate the impression allocation problem as an auction problem where each contract can submit virtual bids for individual impressions. With this formulation, we derive the optimal impression allocation strategy by solving the optimal bidding functions for contracts. Since the bids from contracts are decided by the publisher, we propose a multi-agent reinforcement learning (MARL) approach to derive cooperative policies for the publisher to maximize its yield in an unstable environment. The proposed approach also resolves the common challenges in MARL such as input dimension explosion, reward credit assignment, and non-stationary environment. Experimental evaluations on large-scale real datasets demonstrate the effectiveness of our approach.

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.

Danfeng Hong, Naoto Yokoya, Jian Xu et al.

Despite the fact that nonlinear subspace learning techniques (e.g. manifold learning) have successfully applied to data representation, there is still room for improvement in explainability (explicit mapping), generalization (out-of-samples), and cost-effectiveness (linearization). To this end, a novel linearized subspace learning technique is developed in a joint and progressive way, called \textbf{j}oint and \textbf{p}rogressive \textbf{l}earning str\textbf{a}teg\textbf{y} (J-Play), with its application to multi-label classification. The J-Play learns high-level and semantically meaningful feature representation from high-dimensional data by 1) jointly performing multiple subspace learning and classification to find a latent subspace where samples are expected to be better classified; 2) progressively learning multi-coupled projections to linearly approach the optimal mapping bridging the original space with the most discriminative subspace; 3) locally embedding manifold structure in each learnable latent subspace. Extensive experiments are performed to demonstrate the superiority and effectiveness of the proposed method in comparison with previous state-of-the-art methods.

Jian Xu, Xuhui Shao, Jianjie Ma et al.

Real-time bidding (RTB) has become one of the largest online advertising markets in the world. Today the bid price per ad impression is typically decided by the expected value of how it can lead to a desired action event (e.g., registering an account or placing a purchase order) to the advertiser. However, this industry standard approach to decide the bid price does not consider the actual effect of the ad shown to the user, which should be measured based on the performance lift among users who have been or have not been exposed to a certain treatment of ads. In this paper, we propose a new bidding strategy and prove that if the bid price is decided based on the performance lift rather than absolute performance value, advertisers can actually gain more action events. We describe the modeling methodology to predict the performance lift and demonstrate the actual performance gain through blind A/B test with real ad campaigns in an industry-leading Demand-Side Platform (DSP). We also discuss the relationship between attribution models and bidding strategies. We prove that, to move the DSPs to bid based on performance lift, they should be rewarded according to the relative performance lift they contribute.