Di Zhang

Zhirong Xu, Shiyang Wen, Junshan Wang et al.

Graph embedding based retrieval has become one of the most popular techniques in the information retrieval community and search engine industry. The classical paradigm mainly relies on the flat Euclidean geometry. In recent years, hyperbolic (negative curvature) and spherical (positive curvature) representation methods have shown their superiority to capture hierarchical and cyclic data structures respectively. However, in industrial scenarios such as e-commerce sponsored search platforms, the large-scale heterogeneous query-item-advertisement interaction graphs often have multiple structures coexisting. Existing methods either only consider a single geometry space, or combine several spaces manually, which are incapable and inflexible to model the complexity and heterogeneity in the real scenario. To tackle this challenge, we present a web-scale Adaptive Mixed-Curvature ADvertisement retrieval system (AMCAD) to automatically capture the complex and heterogeneous graph structures in non-Euclidean spaces. Specifically, entities are represented in adaptive mixed-curvature spaces, where the types and curvatures of the subspaces are trained to be optimal combinations. Besides, an attentive edge-wise space projector is designed to model the similarities between heterogeneous nodes according to local graph structures and the relation types. Moreover, to deploy AMCAD in Taobao, one of the largest ecommerce platforms with hundreds of million users, we design an efficient two-layer online retrieval framework for the task of graph based advertisement retrieval. Extensive evaluations on real-world datasets and A/B tests on online traffic are conducted to illustrate the effectiveness of the proposed system.

Feng Li, Zhenrui Chen, Pengjie Wang et al.

Estimating click-through rate (CTR) accurately has an essential impact on improving user experience and revenue in sponsored search. For CTR prediction model, it is necessary to make out user real-time search intention. Most of the current work is to mine their intentions based on user real-time behaviors. However, it is difficult to capture the intention when user behaviors are sparse, causing the behavior sparsity problem. Moreover, it is difficult for user to jump out of their specific historical behaviors for possible interest exploration, namely weak generalization problem. We propose a new approach Graph Intention Network (GIN) based on co-occurrence commodity graph to mine user intention. By adopting multi-layered graph diffusion, GIN enriches user behaviors to solve the behavior sparsity problem. By introducing co-occurrence relationship of commodities to explore the potential preferences, the weak generalization problem is also alleviated. To the best of our knowledge, the GIN method is the first to introduce graph learning for user intention mining in CTR prediction and propose end-to-end joint training of graph learning and CTR prediction tasks in sponsored search. At present, GIN has achieved excellent offline results on the real-world data of the e-commerce platform outperforming existing deep learning models, and has been running stable tests online and achieved significant CTR improvements.