Yunli Wang

Yunli Wang, Zhen Zhang, Zixuan Yang et al.

The scaling law is a notable property of neural network models and has significantly propelled the development of large language models. Scaling laws hold great promise in guiding model design and resource allocation. Recent research increasingly shows that scaling laws are not limited to NLP tasks or Transformer architectures; they also apply to domains such as recommendation. However, there is still a lack of literature on scaling law research in online advertisement retrieval systems. This may be because 1) identifying the scaling law for resource cost and online revenue is often expensive in both time and training resources for industrial applications, and 2) varying settings for different systems prevent the scaling law from being applied across various scenarios. To address these issues, we propose a lightweight paradigm to identify online scaling laws of retrieval models, incorporating a novel offline metric and an offline simulation algorithm. We prove that under mild assumptions, the correlation between the novel metric and online revenue asymptotically approaches 1 and empirically validates its effectiveness. The simulation algorithm can estimate the machine cost offline. Based on the lightweight paradigm, we can identify online scaling laws for retrieval models almost exclusively through offline experiments, and quickly estimate machine costs and revenues for given model configurations. We further validate the existence of scaling laws across mainstream model architectures (e.g., Transformer, MLP, and DSSM) in our real-world advertising system. With the identified scaling laws, we demonstrate practical applications for ROI-constrained model designing and multi-scenario resource allocation in the online advertising system. To the best of our knowledge, this is the first work to study identification and application of online scaling laws for online advertisement retrieval.

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.

Arash Mozhdehi, Yunli Wang, Sun Sun et al.

Deep reinforcement learning (DRL)-based frameworks, featuring Transformer-style policy networks, have demonstrated their efficacy across various vehicle routing problem (VRP) variants. However, the application of these methods to the multi-trip time-dependent vehicle routing problem (MTTDVRP) with maximum working hours constraints -- a pivotal element of urban logistics -- remains largely unexplored. This paper introduces a DRL-based method called the Simultaneous Encoder and Dual Decoder Attention Model (SED2AM), tailored for the MTTDVRP with maximum working hours constraints. The proposed method introduces a temporal locality inductive bias to the encoding module of the policy networks, enabling it to effectively account for the time-dependency in travel distance or time. The decoding module of SED2AM includes a vehicle selection decoder that selects a vehicle from the fleet, effectively associating trips with vehicles for functional multi-trip routing. Additionally, this decoding module is equipped with a trip construction decoder leveraged for constructing trips for the vehicles. This policy model is equipped with two classes of state representations, fleet state and routing state, providing the information needed for effective route construction in the presence of maximum working hours constraints. Experimental results using real-world datasets from two major Canadian cities not only show that SED2AM outperforms the current state-of-the-art DRL-based and metaheuristic-based baselines but also demonstrate its generalizability to solve larger-scale problems.

Peng Cui, Yiming Yang, Fusheng Jin et al.

In online advertising, once an ad campaign is deployed, the automated bidding system dynamically adjusts the bidding strategy to optimize Cost Per Action (CPA) based on the number of ad conversions. For ads with a long conversion delay, relying solely on the real-time tracked conversion number as a signal for bidding strategy can significantly overestimate the current CPA, leading to conservative bidding strategies. Therefore, it is crucial to predict the number of long-delayed conversions. Nonetheless, it is challenging to predict ad conversion numbers through traditional regression methods due to the wide range of ad conversion numbers. Previous regression works have addressed this challenge by transforming regression problems into bucket classification problems, achieving success in various scenarios. However, specific challenges arise when predicting the number of ad conversions: 1) The integer nature of ad conversion numbers exacerbates the discontinuity issue in one-hot hard labels; 2) The long-tail distribution of ad conversion numbers complicates tail data prediction. In this paper, we propose the Long-Delayed Ad Conversions Prediction model for bidding strategy (LDACP), which consists of two sub-modules. To alleviate the issue of discontinuity in one-hot hard labels, the Bucket Classification Module with label Smoothing method (BCMS) converts one-hot hard labels into non-normalized soft labels, then fits these soft labels by minimizing classification loss and regression loss. To address the challenge of predicting tail data, the Value Regression Module with Proxy labels (VRMP) uses the prediction bias of aggregated pCTCVR as proxy labels. Finally, a Mixture of Experts (MoE) structure integrates the predictions from BCMS and VRMP to obtain the final predicted ad conversion number.