论文标题
模不是:跨域点击率预测的混合兴趣网络
MiNet: Mixed Interest Network for Cross-Domain Click-Through Rate Prediction
论文作者
论文摘要
点击率(CTR)预测是在线广告系统中的关键任务。现有工作主要解决单域CTR预测问题和模型方面,例如功能交互,用户行为历史记录和上下文信息。然而,广告通常以自然内容显示,这为跨域CTR预测提供了机会。在本文中,我们解决了这个问题,并利用来自源域的辅助数据来改善目标域的CTR预测性能。我们的研究基于UC Toutiao(与UC浏览器应用程序集成的新闻供稿服务,每天为数亿用户提供服务),其中源域是新闻,而目标域则是广告。为了有效利用新闻数据来预测AD的CTR,我们提出了混合兴趣网络(MINET),该网络共同模拟了三种类型的用户利益:1)跨域之间的长期利益,2)来自源域中的短期利益和3)目标域中的短期利益。 Minet包含两个关注度,其中项目级的关注可以从点击新闻 /广告中适应有用的信息,而兴趣级的关注可以适应不同的兴趣表示形式。离线实验表明,Minet的表现优于CTR预测的几种最新方法。我们已经在UC Toutiao中部署了Minet,A/B测试结果表明,在线CTR也得到了大幅改进。现在,Minet为UC Toutiao的主要广告流量提供服务。
Click-through rate (CTR) prediction is a critical task in online advertising systems. Existing works mainly address the single-domain CTR prediction problem and model aspects such as feature interaction, user behavior history and contextual information. Nevertheless, ads are usually displayed with natural content, which offers an opportunity for cross-domain CTR prediction. In this paper, we address this problem and leverage auxiliary data from a source domain to improve the CTR prediction performance of a target domain. Our study is based on UC Toutiao (a news feed service integrated with the UC Browser App, serving hundreds of millions of users daily), where the source domain is the news and the target domain is the ad. In order to effectively leverage news data for predicting CTRs of ads, we propose the Mixed Interest Network (MiNet) which jointly models three types of user interest: 1) long-term interest across domains, 2) short-term interest from the source domain and 3) short-term interest in the target domain. MiNet contains two levels of attentions, where the item-level attention can adaptively distill useful information from clicked news / ads and the interest-level attention can adaptively fuse different interest representations. Offline experiments show that MiNet outperforms several state-of-the-art methods for CTR prediction. We have deployed MiNet in UC Toutiao and the A/B test results show that the online CTR is also improved substantially. MiNet now serves the main ad traffic in UC Toutiao.