Yinhua Zhu

Yinqiu Huang, Shuli Wang, Min Gao et al.

Uplift modeling, vital in online marketing, seeks to accurately measure the impact of various strategies, such as coupons or discounts, on different users by predicting the Individual Treatment Effect (ITE). In an e-commerce setting, user behavior follows a defined sequential chain, including impression, click, and conversion. Marketing strategies exert varied uplift effects at each stage within this chain, impacting metrics like click-through and conversion rate. Despite its utility, existing research has neglected to consider the inter-task across all stages impacts within a specific treatment and has insufficiently utilized the treatment information, potentially introducing substantial bias into subsequent marketing decisions. We identify these two issues as the chain-bias problem and the treatment-unadaptive problem. This paper introduces the Entire Chain UPlift method with context-enhanced learning (ECUP), devised to tackle these issues. ECUP consists of two primary components: 1) the Entire Chain-Enhanced Network, which utilizes user behavior patterns to estimate ITE throughout the entire chain space, models the various impacts of treatments on each task, and integrates task prior information to enhance context awareness across all stages, capturing the impact of treatment on different tasks, and 2) the Treatment-Enhanced Network, which facilitates fine-grained treatment modeling through bit-level feature interactions, thereby enabling adaptive feature adjustment. Extensive experiments on public and industrial datasets validate ECUPs effectiveness. Moreover, ECUP has been deployed on the Meituan food delivery platform, serving millions of daily active users, with the related dataset released for future research.

Yinqiu Huang, Hao Ma, Wenshuai Chen et al.

Bid shading plays a crucial role in Real-Time Bidding~(RTB) by adaptively adjusting the bid to avoid advertisers overspending. Existing mainstream two-stage methods, which first model bid landscapes and then optimize surplus using operations research techniques, are constrained by unimodal assumptions that fail to adapt for non-convex surplus curves and are vulnerable to cascading errors in sequential workflows. Additionally, existing discretization models of continuous values ignore the dependence between discrete intervals, reducing the model's error correction ability, while sample selection bias in bidding scenarios presents further challenges for prediction. To address these issues, this paper introduces Generative Bid Shading~(GBS), which comprises two primary components: (1) an end-to-end generative model that utilizes an autoregressive approach to generate shading ratios by stepwise residuals, capturing complex value dependencies without relying on predefined priors; and (2) a reward preference alignment system, which incorporates a channel-aware hierarchical dynamic network~(CHNet) as the reward model to extract fine-grained features, along with modules for surplus optimization and exploration utility reward alignment, ultimately optimizing both short-term and long-term surplus using group relative policy optimization~(GRPO). Extensive experiments on both offline and online A/B tests validate GBS's effectiveness. Moreover, GBS has been deployed on the Meituan DSP platform, serving billions of bid requests daily.