Li Yu

Tianchi Cai, Jiyan Jiang, Wenpeng Zhang et al.

We study the budget allocation problem in online marketing campaigns that utilize previously collected offline data. We first discuss the long-term effect of optimizing marketing budget allocation decisions in the offline setting. To overcome the challenge, we propose a novel game-theoretic offline value-based reinforcement learning method using mixed policies. The proposed method reduces the need to store infinitely many policies in previous methods to only constantly many policies, which achieves nearly optimal policy efficiency, making it practical and favorable for industrial usage. We further show that this method is guaranteed to converge to the optimal policy, which cannot be achieved by previous value-based reinforcement learning methods for marketing budget allocation. Our experiments on a large-scale marketing campaign with tens-of-millions users and more than one billion budget verify the theoretical results and show that the proposed method outperforms various baseline methods. The proposed method has been successfully deployed to serve all the traffic of this marketing campaign.

Wenxuan Sun, Zixuan Yang, Yunli Wang et al.

Advertising systems often face the multi-domain challenge, where data distributions vary significantly across scenarios. Existing domain adaptation methods primarily focus on building domain-adaptive neural networks but often rely on hand-crafted domain information, e.g., advertising placement, which may be sub-optimal. We think that fine-grained "domain" patterns exist that are difficult to hand-craft in online advertisement. Thus, we propose Adaptive$^2$, a novel framework that first learns domains adaptively using a domain mining module by self-supervision and then employs a shared&specific network to model shared and conflicting information. As a practice, we use VQ-VAE as the domain mining module and conduct extensive experiments on public benchmarks. Results show that traditional domain adaptation methods with hand-crafted domains perform no better than single-domain models under fair FLOPS conditions, highlighting the importance of domain definition. In contrast, Adaptive$^2$ outperforms existing approaches, emphasizing the effectiveness of our method and the significance of domain mining. We also deployed Adaptive$^2$ in the live streaming scenario of Kuaishou Advertising System, demonstrating its commercial value and potential for automatic domain identification. To the best of our knowledge, Adaptive$^2$ is the first approach to automatically learn both domain identification and adaptation in online advertising, opening new research directions for this area.