Kuang-Chih Lee

Di Wu, Cheng Chen, Xiujun Chen et al.

In online display advertising, guaranteed contracts and real-time bidding (RTB) are two major ways to sell impressions for a publisher. For large publishers, simultaneously selling impressions through both guaranteed contracts and in-house RTB has become a popular choice. Generally speaking, a publisher needs to derive an impression allocation strategy between guaranteed contracts and RTB to maximize its overall outcome (e.g., revenue and/or impression quality). However, deriving the optimal strategy is not a trivial task, e.g., the strategy should encourage incentive compatibility in RTB and tackle common challenges in real-world applications such as unstable traffic patterns (e.g., impression volume and bid landscape changing). In this paper, we formulate impression allocation as an auction problem where each guaranteed contract submits virtual bids for individual impressions. With this formulation, we derive the optimal bidding functions for the guaranteed contracts, which result in the optimal impression allocation. In order to address the unstable traffic pattern challenge and achieve the optimal overall outcome, we propose a multi-agent reinforcement learning method to adjust the bids from each guaranteed contract, which is simple, converging efficiently and scalable. The experiments conducted on real-world datasets demonstrate the effectiveness of our method.

Jianghong Zhou, Bo Liu, Jhalak Nilesh Acharya Yao Hong et al.

In the dynamic field of eCommerce, the quality and comprehensiveness of product descriptions are pivotal for enhancing search visibility and customer engagement. Effective product descriptions can address the 'cold start' problem, align with market trends, and ultimately lead to increased click-through rates. Traditional methods for crafting these descriptions often involve significant human effort and may lack both consistency and scalability. This paper introduces a novel methodology for automating product description generation using the LLAMA 2.0 7B language model. We train the model on a dataset of authentic product descriptions from Walmart, one of the largest eCommerce platforms. The model is then fine-tuned for domain-specific language features and eCommerce nuances to enhance its utility in sales and user engagement. We employ multiple evaluation metrics, including NDCG, customer click-through rates, and human assessments, to validate the effectiveness of our approach. Our findings reveal that the system is not only scalable but also significantly reduces the human workload involved in creating product descriptions. This study underscores the considerable potential of large language models like LLAMA 2.0 7B in automating and optimizing various facets of eCommerce platforms, offering significant business impact, including improved search functionality and increased sales.

Aleksandr Podkopaev, Darren Xu, Kuang-Chih Lee

Conformal prediction is a valuable tool for quantifying predictive uncertainty of machine learning models. However, its applicability relies on the assumption of data exchangeability, a condition which is often not met in real-world scenarios. In this paper, we consider the problem of adaptive conformal inference without any assumptions about the data generating process. Existing approaches for adaptive conformal inference are based on optimizing the pinball loss using variants of online gradient descent. A notable shortcoming of such approaches is in their explicit dependence on and sensitivity to the choice of the learning rates. In this paper, we propose a different approach for adaptive conformal inference that leverages parameter-free online convex optimization techniques. We prove that our method controls long-term miscoverage frequency at a nominal level and demonstrate its convincing empirical performance without any need of performing cumbersome parameter tuning.

Shasvat Desai, Md Omar Faruk Rokon, Jhalak Nilesh Acharya et al.

Modern search systems rely on a fast first stage retriever to fetch relevant items from a massive catalog of items. Deployed search systems often use user engagement signals to supervise bi-encoder retriever training at scale, because these signals are continuously logged from real traffic and require no additional annotation effort. However, engagement is an imperfect proxy for semantic relevance. Items may receive interactions due to popularity, promotion, attractive visuals, titles, or price, despite weak query-item relevance. These limitations are further accentuated in Walmart's e-commerce sponsored search. User engagement on ad items is often structurally sparse because the frequency with which an ad is shown depends on factors beyond relevance such as whether the advertiser is currently running that ad, the outcome of the auction for available ad slots, bid competitiveness, and advertiser budget. Thus, even highly relevant query ad pairs can have limited engagement signals simply due to limited impressions. We propose a bi-encoder training framework for Walmart's sponsored search retrieval in e-commerce that uses semantic relevance as the primary supervision signal, with engagement used only as a preference signal among relevant items. Concretely, we construct a context-rich training target by combining 1. graded relevance labels from a cascade of cross-encoder teacher models, 2. a multichannel retrieval prior score derived from the rank positions and cross-channel agreement of retrieval systems running in production, and 3. user engagement applied only to semantically relevant items to refine preferences. Our approach outperforms the current production system in both offline evaluation and online AB tests, yielding consistent gains in average relevance and NDCG.

Jianghong Zhou, Weizhi Du, Md Omar Faruk Rokon et al.

The rapid proliferation of e-commerce platforms accentuates the need for advanced search and retrieval systems to foster a superior user experience. Central to this endeavor is the precise extraction of product attributes from customer queries, enabling refined search, comparison, and other crucial e-commerce functionalities. Unlike traditional Named Entity Recognition (NER) tasks, e-commerce queries present a unique challenge owing to the intrinsic decorative relationship between product types and attributes. In this study, we propose a pioneering framework that integrates BERT for classification, a Conditional Random Fields (CRFs) layer for attribute value extraction, and Large Language Models (LLMs) for data annotation, significantly advancing attribute recognition from customer inquiries. Our approach capitalizes on the robust representation learning of BERT, synergized with the sequence decoding prowess of CRFs, to adeptly identify and extract attribute values. We introduce a novel decorative relation correction mechanism to further refine the extraction process based on the nuanced relationships between product types and attributes inherent in e-commerce data. Employing LLMs, we annotate additional data to expand the model's grasp and coverage of diverse attributes. Our methodology is rigorously validated on various datasets, including Walmart, BestBuy's e-commerce NER dataset, and the CoNLL dataset, demonstrating substantial improvements in attribute recognition performance. Particularly, the model showcased promising results during a two-month deployment in Walmart's Sponsor Product Search, underscoring its practical utility and effectiveness.

Zhengchao Yang, Mithun Ghosh, Anish Saha et al.

Ads demand forecasting for Walmart's ad products plays a critical role in enabling effective resource planning, allocation, and management of ads performance. In this paper, we introduce a comprehensive demand forecasting system that tackles hierarchical time series forecasting in business settings. Though traditional hierarchical reconciliation methods ensure forecasting coherence, they often trade off accuracy for coherence especially at lower levels and fail to capture the seasonality unique to each time-series in the hierarchy. Thus, we propose a novel framework "Multi-Stage Hierarchical Forecasting Reconciliation and Adjustment (Multi-Stage HiFoReAd)" to address the challenges of preserving seasonality, ensuring coherence, and improving accuracy. Our system first utilizes diverse models, ensembled through Bayesian Optimization (BO), achieving base forecasts. The generated base forecasts are then passed into the Multi-Stage HiFoReAd framework. The initial stage refines the hierarchy using Top-Down forecasts and "harmonic alignment." The second stage aligns the higher levels' forecasts using MinTrace algorithm, following which the last two levels undergo "harmonic alignment" and "stratified scaling", to eventually achieve accurate and coherent forecasts across the whole hierarchy. Our experiments on Walmart's internal Ads-demand dataset and 3 other public datasets, each with 4 hierarchical levels, demonstrate that the average Absolute Percentage Error from the cross-validation sets improve from 3% to 40% across levels against BO-ensemble of models (LGBM, MSTL+ETS, Prophet) as well as from 1.2% to 92.9% against State-Of-The-Art models. In addition, the forecasts at all hierarchical levels are proved to be coherent. The proposed framework has been deployed and leveraged by Walmart's ads, sales and operations teams to track future demands, make informed decisions and plan resources.

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.

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.

Chao Du, Zhifeng Gao, Shuo Yuan et al.

Modern online advertising systems inevitably rely on personalization methods, such as click-through rate (CTR) prediction. Recent progress in CTR prediction enjoys the rich representation capabilities of deep learning and achieves great success in large-scale industrial applications. However, these methods can suffer from lack of exploration. Another line of prior work addresses the exploration-exploitation trade-off problem with contextual bandit methods, which are recently less studied in the industry due to the difficulty in extending their flexibility with deep models. In this paper, we propose a novel Deep Uncertainty-Aware Learning (DUAL) method to learn CTR models based on Gaussian processes, which can provide predictive uncertainty estimations while maintaining the flexibility of deep neural networks. DUAL can be easily implemented on existing models and deployed in real-time systems with minimal extra computational overhead. By linking the predictive uncertainty estimation ability of DUAL to well-known bandit algorithms, we further present DUAL-based Ad-ranking strategies to boost up long-term utilities such as the social welfare in advertising systems. Experimental results on several public datasets demonstrate the effectiveness of our methods. Remarkably, an online A/B test deployed in the Alibaba display advertising platform shows an 8.2% social welfare improvement and an 8.0% revenue lift.

Qizhi Zhang, Kuang-Chih Lee, Hongying Bao et al.

In recent years, deep neural network is widely used in machine learning. The multi-class classification problem is a class of important problem in machine learning. However, in order to solve those types of multi-class classification problems effectively, the required network size should have hyper-linear growth with respect to the number of classes. Therefore, it is infeasible to solve the multi-class classification problem using deep neural network when the number of classes are huge. This paper presents a method, so called Label Mapping (LM), to solve this problem by decomposing the original classification problem to several smaller sub-problems which are solvable theoretically. Our method is an ensemble method like error-correcting output codes (ECOC), but it allows base learners to be multi-class classifiers with different number of class labels. We propose two design principles for LM, one is to maximize the number of base classifier which can separate two different classes, and the other is to keep all base learners to be independent as possible in order to reduce the redundant information. Based on these principles, two different LM algorithms are derived using number theory and information theory. Since each base learner can be trained independently, it is easy to scale our method into a large scale training system. Experiments show that our proposed method outperforms the standard one-hot encoding and ECOC significantly in terms of accuracy and model complexity.

Zhihui Xie, Kuang-Chih Lee, Liang Wang

The online ads trading platform plays a crucial role in connecting publishers and advertisers and generates tremendous value in facilitating the convenience of our lives. It has been evolving into a more and more complicated structure. In this paper, we consider the problem of maximizing the revenue for the seller side via utilizing proper reserve price for the auctions in a dynamical way. Predicting the optimal reserve price for each auction in the repeated auction marketplaces is a non-trivial problem. However, we were able to come up with an efficient method of improving the seller revenue by mainly focusing on adjusting the reserve price for those high-value inventories. Previously, no dedicated work has been performed from this perspective. Inspired by Paul and Michael, our model first identifies the value of the inventory by predicting the top bid price bucket using a cascade of classifiers. The cascade is essential in significantly reducing the false positive rate of a single classifier. Based on the output of the first step, we build another cluster of classifiers to predict the price separations between the top two bids. We showed that although the high-value auctions are only a small portion of all the traffic, successfully identifying them and setting correct reserve price would result in a significant revenue lift. Moreover, our optimization is compatible with all other reserve price models in the system and does not impact their performance. In other words, when combined with other models, the enhancement on exchange revenue will be aggregated. Simulations on randomly sampled Yahoo ads exchange (YAXR) data showed stable and expected lift after applying our model.

Abraham Bagherjeiran, Nemanja Djuric, Mihajlo Grbovic et al.

Proceedings of the 2017 AdKDD and TargetAd Workshop held in conjunction with the 23rd ACM SIGKDD Conference on Knowledge Discovery and Data Mining Halifax, Nova Scotia, Canada.

Shandian Zhe, Kai Zhang, Pengyuan Wang et al.

Tensor factorization is a powerful tool to analyse multi-way data. Compared with traditional multi-linear methods, nonlinear tensor factorization models are capable of capturing more complex relationships in the data. However, they are computationally expensive and may suffer severe learning bias in case of extreme data sparsity. To overcome these limitations, in this paper we propose a distributed, flexible nonlinear tensor factorization model. Our model can effectively avoid the expensive computations and structural restrictions of the Kronecker-product in existing TGP formulations, allowing an arbitrary subset of tensorial entries to be selected to contribute to the training. At the same time, we derive a tractable and tight variational evidence lower bound (ELBO) that enables highly decoupled, parallel computations and high-quality inference. Based on the new bound, we develop a distributed inference algorithm in the MapReduce framework, which is key-value-free and can fully exploit the memory cache mechanism in fast MapReduce systems such as SPARK. Experimental results fully demonstrate the advantages of our method over several state-of-the-art approaches, in terms of both predictive performance and computational efficiency. Moreover, our approach shows a promising potential in the application of Click-Through-Rate (CTR) prediction for online advertising.

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.

Jian Xu, Kuang-chih Lee, Wentong Li et al.

In targeted online advertising, advertisers look for maximizing campaign performance under delivery constraint within budget schedule. Most of the advertisers typically prefer to impose the delivery constraint to spend budget smoothly over the time in order to reach a wider range of audiences and have a sustainable impact. Since lots of impressions are traded through public auctions for online advertising today, the liquidity makes price elasticity and bid landscape between demand and supply change quite dynamically. Therefore, it is challenging to perform smooth pacing control and maximize campaign performance simultaneously. In this paper, we propose a smart pacing approach in which the delivery pace of each campaign is learned from both offline and online data to achieve smooth delivery and optimal performance goals. The implementation of the proposed approach in a real DSP system is also presented. Experimental evaluations on both real online ad campaigns and offline simulations show that our approach can effectively improve campaign performance and achieve delivery goals.

Sahin Cem Geyik, Ali Dasdan, Kuang-Chih Lee

In the domain of online advertising, our aim is to serve the best ad to a user who visits a certain webpage, to maximize the chance of a desired action to be performed by this user after seeing the ad. While it is possible to generate a different prediction model for each user to tell if he/she will act on a given ad, the prediction result typically will be quite unreliable with huge variance, since the desired actions are extremely sparse, and the set of users is huge (hundreds of millions) and extremely volatile, i.e., a lot of new users are introduced everyday, or are no longer valid. In this paper we aim to improve the accuracy in finding users who will perform the desired action, by assigning each user to a cluster, where the number of clusters is much smaller than the number of users (in the order of hundreds). Each user will fall into the same cluster with another user if their event history are similar. For this purpose, we modify the probabilistic latent semantic analysis (pLSA) model by assuming the independence of the user and the cluster id, given the history of events. This assumption helps us to identify a cluster of a new user without re-clustering all the users. We present the details of the algorithm we employed as well as the distributed implementation on Hadoop, and some initial results on the clusters that were generated by the algorithm.

Can Xu, Suleyman Cetintas, Kuang-Chih Lee et al.

Images have become one of the most popular types of media through which users convey their emotions within online social networks. Although vast amount of research is devoted to sentiment analysis of textual data, there has been very limited work that focuses on analyzing sentiment of image data. In this work, we propose a novel visual sentiment prediction framework that performs image understanding with Deep Convolutional Neural Networks (CNN). Specifically, the proposed sentiment prediction framework performs transfer learning from a CNN with millions of parameters, which is pre-trained on large-scale data for object recognition. Experiments conducted on two real-world datasets from Twitter and Tumblr demonstrate the effectiveness of the proposed visual sentiment analysis framework.

Kuang-Chih Lee, Ali Jalali, Ali Dasdan

Today, billions of display ad impressions are purchased on a daily basis through a public auction hosted by real time bidding (RTB) exchanges. A decision has to be made for advertisers to submit a bid for each selected RTB ad request in milliseconds. Restricted by the budget, the goal is to buy a set of ad impressions to reach as many targeted users as possible. A desired action (conversion), advertiser specific, includes purchasing a product, filling out a form, signing up for emails, etc. In addition, advertisers typically prefer to spend their budget smoothly over the time in order to reach a wider range of audience accessible throughout a day and have a sustainable impact. However, since the conversions occur rarely and the occurrence feedback is normally delayed, it is very challenging to achieve both budget and performance goals at the same time. In this paper, we present an online approach to the smooth budget delivery while optimizing for the conversion performance. Our algorithm tries to select high quality impressions and adjust the bid price based on the prior performance distribution in an adaptive manner by distributing the budget optimally across time. Our experimental results from real advertising campaigns demonstrate the effectiveness of our proposed approach.