arXivDaily arXiv每日学术速递 周一至周五更新
arXiv 2006.10337cs.LGstat.ML
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JD .com上的用于视觉感知CTR预测的类别特定CNN

Category-Specific CNN for Visual-aware CTR Prediction at JD.com

Business Growth BU, JD(京东业务增长事业部)

Hu Liu, Jing Lu, Hao Yang, Xiwei Zhao, Sulong Xu, Hao Peng, Zehua Zhang, Wenjie Niu, Xiaokun Zhu, Yongjun Bao, Weipeng Yan

摘要:

作为中国最大的B2C电子商务平台之一,京东还支持领先的广告系统,为数百万广告商提供服务,与数亿客户建立指尖连接。在我们的系统中,以及大多数电子商务场景中,广告都是用图像显示的。这使得视觉感知的点击率(CTR)预测对业务效率和用户体验至关重要。现有的算法通常使用现成的卷积神经网络(CNN)来提取视觉特征,并且后期融合视觉和非视觉特征以用于最终预测的CTR。尽管已被广泛研究,但这一领域仍面临两个关键挑战。首先,尽管离线研究取得了令人鼓舞的进展,但由于对有效的端到端训练和低延迟在线服务的严格要求,在实际系统中应用CNN仍然是不平凡的。其次,现成的CNN和后期融合架构是次优的。具体来说,现成的CNN是为分类而设计的,因此从不将类别作为输入特征。而在电子商务中,类别被精确地标记,并包含丰富的视觉先验知识,这将有助于视觉建模。由于不知道广告类别,这些CNN可能会提取一些不必要的与类别无关的特征,浪费了CNN有限的表达能力。为了克服这两个挑战,我们提出了专门用于CTR预测的类别特定的CNN(CSCNN)。CSCNN早期将类别知识与每个卷积层上的轻量级注意力模块相结合。这使得CSCNN能够提取有利于CTR预测的表达性类别特定的视觉模式。在基准测试和JD的100亿规模实际生产数据集上的离线实验以及在线A/B测试表明,CSCNN优于所有比较先进的算法。

英文摘要:

As one of the largest B2C e-commerce platforms in China, JD com also powers a leading advertising system, serving millions of advertisers with fingertip connection to hundreds of millions of customers. In our system, as well as most e-commerce scenarios, ads are displayed with images.This makes visual-aware Click Through Rate (CTR) prediction of crucial importance to both business effectiveness and user experience. Existing algorithms usually extract visual features using off-the-shelf Convolutional Neural Networks (CNNs) and late fuse the visual and non-visual features for the finally predicted CTR. Despite being extensively studied, this field still face two key challenges. First, although encouraging progress has been made in offline studies, applying CNNs in real systems remains non-trivial, due to the strict requirements for efficient end-to-end training and low-latency online serving. Second, the off-the-shelf CNNs and late fusion architectures are suboptimal. Specifically, off-the-shelf CNNs were designed for classification thus never take categories as input features. While in e-commerce, categories are precisely labeled and contain abundant visual priors that will help the visual modeling. Unaware of the ad category, these CNNs may extract some unnecessary category-unrelated features, wasting CNN's limited expression ability. To overcome the two challenges, we propose Category-specific CNN (CSCNN) specially for CTR prediction. CSCNN early incorporates the category knowledge with a light-weighted attention-module on each convolutional layer. This enables CSCNN to extract expressive category-specific visual patterns that benefit the CTR prediction. Offline experiments on benchmark and a 10 billion scale real production dataset from JD, together with an Online A/B test show that CSCNN outperforms all compared state-of-the-art algorithms.

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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