Hao Feng

Zhenhao Jiang, Biao Zeng, Hao Feng et al.

Large-scale online recommender system spreads all over the Internet being in charge of two basic tasks: Click-Through Rate (CTR) and Post-Click Conversion Rate (CVR) estimations. However, traditional CVR estimators suffer from well-known Sample Selection Bias and Data Sparsity issues. Entire space models were proposed to address the two issues via tracing the decision-making path of "exposure_click_purchase". Further, some researchers observed that there are purchase-related behaviors between click and purchase, which can better draw the user's decision-making intention and improve the recommendation performance. Thus, the decision-making path has been extended to "exposure_click_in-shop action_purchase" and can be modeled with conditional probability approach. Nevertheless, we observe that the chain rule of conditional probability does not always hold. We report Probability Space Confusion (PSC) issue and give a derivation of difference between ground-truth and estimation mathematically. We propose a novel Entire Space Multi-Task Model for Post-Click Conversion Rate via Parameter Constraint (ESMC) and two alternatives: Entire Space Multi-Task Model with Siamese Network (ESMS) and Entire Space Multi-Task Model in Global Domain (ESMG) to address the PSC issue. Specifically, we handle "exposure_click_in-shop action" and "in-shop action_purchase" separately in the light of characteristics of in-shop action. The first path is still treated with conditional probability while the second one is treated with parameter constraint strategy. Experiments on both offline and online environments in a large-scale recommendation system illustrate the superiority of our proposed methods over state-of-the-art models. The real-world datasets will be released.

Zhenhao Jiang, Chenghao Chen, Hao Feng et al.

In reality, users have different interests in different periods, regions, scenes, etc. Such changes in interest are so drastic that they are difficult to be captured by recommenders. Existing multi-domain learning can alleviate this problem. However, the structure of the industrial recommendation system is complex, the amount of data is huge, and the training cost is extremely high, so it is difficult to modify the structure of the industrial recommender and re-train it. To fill this gap, we consider recommenders as large pre-trained models and fine-tune them. We first propose the theory of the information bottleneck for fine-tuning and present an explanation for the fine-tuning technique in recommenders. To tailor for recommendation, we design an information-aware adaptive kernel (IAK) technique to fine-tune the pre-trained recommender. Specifically, we define fine-tuning as two phases: knowledge compression and knowledge matching and let the training stage of IAK explicitly approximate these two phases. Our proposed approach designed from the essence of fine-tuning is well interpretable. Extensive online and offline experiments show the superiority of our proposed method. Besides, we also share unique and important lessons we learned when deploying the method in a large-scale online platform. We also present the potential issues of fine-tuning techniques in recommendation systems and the corresponding solutions. The recommender with IAK technique has been deployed on the homepage of a billion-scale online food platform for several months and has yielded considerable profits in our business.