Comparison Lift is an experimentation-as-a-service (EaaS) application for testing online advertising audiences and creatives at JD.com. Unlike many other EaaS tools that focus primarily on fixed sample A/B testing, Comparison Lift deploys a custom bandit-based experimentation algorithm. The advantages of the bandit-based approach are two-fold. First, it aligns the randomization induced in the test with the advertiser's goals from testing. Second, by adapting experimental design to information acquired during the test, it reduces substantially the cost of experimentation to the advertiser. Since launch in May 2019, Comparison Lift has been utilized in over 1,500 experiments. We estimate that utilization of the product has helped increase click-through rates of participating advertising campaigns by 46% on average. We estimate that the adaptive design in the product has generated 27% more clicks on average during testing compared to a fixed sample A/B design. Both suggest significant value generation and cost savings to advertisers from the product.
Firms implementing digital advertising campaigns face a complex problem in determining the right match between their advertising creatives and target audiences. Typical solutions to the problem have leveraged non-experimental methods, or used "split-testing" strategies that have not explicitly addressed the complexities induced by targeted audiences that can potentially overlap with one another. This paper presents an adaptive algorithm that addresses the problem via online experimentation. The algorithm is set up as a contextual bandit and addresses the overlap issue by partitioning the targe…
University of California, Davis（加州大学戴维斯分校）；Target Corporation（塔吉特公司）
Facing growing competition from online rivals, the retail industry is increasingly investing in their online shopping platforms to win the high-stake battle of customer' loyalty. User experience is playing an essential role in this competition, and retailers are continuously experimenting and optimizing their user interface for better user experience. The cost of experimentation is dominated by the opportunity cost of providing a suboptimal service to the customers. Through this paper, we demonstrate the effectiveness of opportunistic bandits to make the experiments as inexpensive as possible …
Over the last two decades, we have seen extensive industrial research in the area of computational advertising. In this paper, our goal is to study the performance of various online learning algorithms to identify and display the best ads/offers with the highest conversion rates to web users. We formulate our ad-selection problem as a Multi-Armed Bandit problem which is a classical paradigm in Machine Learning. We have been applying machine learning, data mining, probability, and statistics to analyze big data in the ad-tech space and devise efficient ad selection strategies. This article high…
Contextual bandit algorithms are applied in a wide range of domains, from advertising to recommender systems, from clinical trials to education. In many of these domains, malicious agents may have incentives to attack the bandit algorithm to induce it to perform a desired behavior. For instance, an unscrupulous ad publisher may try to increase their own revenue at the expense of the advertisers; a seller may want to increase the exposure of their products, or thwart a competitor's advertising campaign. In this paper, we study several attack scenarios and show that a malicious agent can force a…
Massachusetts Institute of Technology（麻省理工学院）；Columbia University（哥伦比亚大学）
This paper presents a new dynamic approach to experiment design in settings where, due to interference or other concerns, experimental units are coarse. `Region-split' experiments on online platforms are one example of such a setting. The cost, or regret, of experimentation is a natural concern here. Our new design, dubbed Synthetically Controlled Thompson Sampling (SCTS), minimizes the regret associated with experimentation at no practically meaningful loss to inferential ability. We provide theoretical guarantees characterizing the near-optimal regret of our approach, and the error rates ach…
Stochastic high dimensional bandit problems with low dimensional structures are useful in different applications such as online advertising and drug discovery. In this work, we propose a simple unified algorithm for such problems and present a general analysis framework for the regret upper bound of our algorithm. We show that under some mild unified assumptions, our algorithm can be applied to different high dimensional bandit problems. Our framework utilizes the low dimensional structure to guide the parameter estimation in the problem, therefore our algorithm achieves the comparable regret …
We present a data-driven algorithm that advertisers can use to automate their digital ad-campaigns at online publishers. The algorithm enables the advertiser to search across available target audiences and ad-media to find the best possible combination for its campaign via online experimentation. The problem of finding the best audience-ad combination is complicated by a number of distinctive challenges, including (a) a need for active exploration to resolve prior uncertainty and to speed the search for profitable combinations, (b) many combinations to choose from, giving rise to high-dimensio…
Facebook Core Data Science（Facebook核心数据科学部门）；Sapienza University of Rome（罗马大学）；Facebook AI Applied Research（Facebook人工智能应用研究部门）
We study the problem of an online advertising system that wants to optimally spend an advertiser's given budget for a campaign across multiple platforms, without knowing the value for showing an ad to the users on those platforms. We model this challenging practical application as a Stochastic Bandits with Knapsacks problem over $T$ rounds of bidding with the set of arms given by the set of distinct bidding $m$-tuples, where $m$ is the number of platforms. We modify the algorithm proposed in Badanidiyuru \emph{et al.,} to extend it to the case of multiple platforms to obtain an algorithm for b…
We study the experimentation dynamics of a decision maker (DM) in a two-armed bandit setup (Bolton and Harris (1999)), where the agent holds ambiguous beliefs regarding the distribution of the return process of one arm and is certain about the other one. The DM entertains Multiplier preferences a la Hansen and Sargent (2001), thus we frame the decision making environment as a two-player differential game against nature in continuous time. We characterize the DM value function and her optimal experimentation strategy that turns out to follow a cut-off rule with respect to her belief process. Th…
University of Illinois Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）
Online recommendation/advertising is ubiquitous in web business. Image displaying is considered as one of the most commonly used formats to interact with customers. Contextual multi-armed bandit has shown success in the application of advertising to solve the exploration-exploitation dilemma existing in the recommendation procedure. Inspired by the visual-aware recommendation, in this paper, we propose a contextual bandit algorithm, where the convolutional neural network (CNN) is utilized to learn the reward function along with an upper confidence bound (UCB) for exploration. We also prove a n…
LISN, CNRS, University Paris-Saclay（巴黎-萨克雷大学，法国国家科学研究中心，计算机科学及其交互实验室）
Motivated by scenarios of information diffusion and advertising in social media, we study an influence maximization problem in which little is assumed to be known about the diffusion network or about the model that determines how information may propagate. In such a highly uncertain environment, one can focus on multi-round diffusion campaigns, with the objective to maximize the number of distinct users that are influenced or activated, starting from a known base of few influential nodes. During a campaign, spread seeds are selected sequentially at consecutive rounds, and feedback is collected…
The Multi-Armed Bandits (MAB) framework highlights the tension between acquiring new knowledge (Exploration) and leveraging available knowledge (Exploitation). In the classical MAB problem, a decision maker must choose an arm at each time step, upon which she receives a reward. The decision maker's objective is to maximize her cumulative expected reward over the time horizon. The MAB problem has been studied extensively, specifically under the assumption of the arms' rewards distributions being stationary, or quasi-stationary, over time. We consider a variant of the MAB framework, which we ter…
Online advertising and product recommendation are important domains of applications for multi-armed bandit methods. In these fields, the reward that is immediately available is most often only a proxy for the actual outcome of interest, which we refer to as a conversion. For instance, in web advertising, clicks can be observed within a few seconds after an ad display but the corresponding sale --if any-- will take hours, if not days to happen. This paper proposes and investigates a new stochas-tic multi-armed bandit model in the framework proposed by Chapelle (2014) --based on empirical studie…
University of California, Davis（加州大学戴维斯分校）；University of California, Los Angeles（加州大学洛杉矶分校）；Amazon（亚马逊）
Stochastic linear contextual bandit algorithms have substantial applications in practice, such as recommender systems, online advertising, clinical trials, etc. Recent works show that optimal bandit algorithms are vulnerable to adversarial attacks and can fail completely in the presence of attacks. Existing robust bandit algorithms only work for the non-contextual setting under the attack of rewards and cannot improve the robustness in the general and popular contextual bandit environment. In addition, none of the existing methods can defend against attacked context. In this work, we provide t…
In this paper we propose a flexible and efficient framework for handling multi-armed bandits, combining sequential Monte Carlo algorithms with hierarchical Bayesian modeling techniques. The framework naturally encompasses restless bandits, contextual bandits, and other bandit variants under a single inferential model. Despite the model's generality, we propose efficient Monte Carlo algorithms to make inference scalable, based on recent developments in sequential Monte Carlo methods. Through two simulation studies, the framework is shown to outperform other empirical methods, while also natural…
Northwestern University（西北大学）；University of Florida（佛罗里达大学）；New York University（纽约大学）；University of Illinois at Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）
Linear contextual bandit is an important class of sequential decision making problems with a wide range of applications to recommender systems, online advertising, healthcare, and many other machine learning related tasks. While there is a lot of prior research, tight regret bounds of linear contextual bandit with infinite action sets remain open. In this paper, we address this open problem by considering the linear contextual bandit with (changing) infinite action sets. We prove a regret upper bound on the order of $O(\sqrt{d^2T\log T})\times \text{poly}(\log\log T)$ where $d$ is the domain d…
Mortal bandits have proven to be extremely useful for providing news article recommendations, running automated online advertising campaigns, and for other applications where the set of available options changes over time. Previous work on this problem showed how to regulate exploration of new arms when they have recently appeared, but they do not adapt when the arms are about to disappear. Since in most applications we can determine either exactly or approximately when arms will disappear, we can leverage this information to improve performance: we should not be exploring arms that are about …
Non-stationarity appears in many online applications such as web search and advertising. In this paper, we study the online learning to rank problem in a non-stationary environment where user preferences change abruptly at an unknown moment in time. We consider the problem of identifying the K most attractive items and propose cascading non-stationary bandits, an online learning variant of the cascading model, where a user browses a ranked list from top to bottom and clicks on the first attractive item. We propose two algorithms for solving this non-stationary problem: CascadeDUCB and CascadeS…
Microsoft Research NYC（微软研究院纽约分院）；Cornell University（康奈尔大学）；Google Research NYC（谷歌研究院纽约分院）
We study "adversarial scaling", a multi-armed bandit model where rewards have a stochastic and an adversarial component. Our model captures display advertising where the "click-through-rate" can be decomposed to a (fixed across time) arm-quality component and a non-stochastic user-relevance component (fixed across arms). Despite the relative stochasticity of our model, we demonstrate two settings where most bandit algorithms suffer. On the positive side, we show that two algorithms, one from the action elimination and one from the mirror descent family are adaptive enough to be robust to adver…
Over the past decade, contextual bandit algorithms have been gaining in popularity due to their effectiveness and flexibility in solving sequential decision problems---from online advertising and finance to clinical trial design and personalized medicine. At the same time, there are, as of yet, surprisingly few options that enable researchers and practitioners to simulate and compare the wealth of new and existing bandit algorithms in a standardized way. To help close this gap between analytical research and empirical evaluation the current paper introduces the object-oriented R package "conte…
University of California, Davis（加州大学戴维斯分校）；University of California, Los Angeles（加州大学洛杉矶分校）
The stochastic contextual bandit problem, which models the trade-off between exploration and exploitation, has many real applications, including recommender systems, online advertising and clinical trials. As many other machine learning algorithms, contextual bandit algorithms often have one or more hyper-parameters. As an example, in most optimal stochastic contextual bandit algorithms, there is an unknown exploration parameter which controls the trade-off between exploration and exploitation. A proper choice of the hyper-parameters is essential for contextual bandit algorithms to perform wel…
We study a variant of the classical stochastic $K$-armed bandit where observing the outcome of each arm is expensive, but cheap approximations to this outcome are available. For example, in online advertising the performance of an ad can be approximated by displaying it for shorter time periods or to narrower audiences. We formalise this task as a multi-fidelity bandit, where, at each time step, the forecaster may choose to play an arm at any one of $M$ fidelities. The highest fidelity (desired outcome) expends cost $λ^{(m)}$. The $m^{\text{th}}$ fidelity (an approximation) expends $λ^{(m)} < …
Google Research（谷歌研究院）；Stanford University（斯坦福大学）；Rutgers University（罗格斯大学）；Adobe Research（奥多比研究院）
A popular approach to selling online advertising is by a waterfall, where a publisher makes sequential price offers to ad networks for an inventory, and chooses the winner in that order. The publisher picks the order and prices to maximize her revenue. A traditional solution is to learn the demand model and then subsequently solve the optimization problem for the given demand model. This will incur a linear regret. We design an online learning algorithm for solving this problem, which interleaves learning and optimization, and prove that this algorithm has sublinear regret. We evaluate the alg…
Motivated by real-world applications such as fast fashion retailing and online advertising, the Multinomial Logit Bandit (MNL-bandit) is a popular model in online learning and operations research, and has attracted much attention in the past decade. However, it is a bit surprising that pure exploration, a basic problem in bandit theory, has not been well studied in MNL-bandit so far. In this paper we give efficient algorithms for pure exploration in MNL-bandit. Our algorithms achieve instance-sensitive pull complexities. We also complement the upper bounds by an almost matching lower bound.
Modern online advertising systems inevitably rely on personalization methods, such as click-through rate (CTR) prediction. Recent progress in CTR prediction enjoys the rich representation capabilities of deep learning and achieves great success in large-scale industrial applications. However, these methods can suffer from lack of exploration. Another line of prior work addresses the exploration-exploitation trade-off problem with contextual bandit methods, which are recently less studied in the industry due to the difficulty in extending their flexibility with deep models. In this paper, we pr…
We present differentially private algorithms for the stochastic Multi-Armed Bandit (MAB) problem. This is a problem for applications such as adaptive clinical trials, experiment design, and user-targeted advertising where private information is connected to individual rewards. Our major contribution is to show that there exist $(ε, δ)$ differentially private variants of Upper Confidence Bound algorithms which have optimal regret, $O(ε^{-1} + \log T)$. This is a significant improvement over previous results, which only achieve poly-log regret $O(ε^{-2} \log^{2} T)$, because of our use of a nove…
Penn State University（宾夕法尼亚州立大学）；University at Buffalo（布法罗大学）
We propose a minimax concave penalized multi-armed bandit algorithm under generalized linear model (G-MCP-Bandit) for a decision-maker facing high-dimensional data in an online learning and decision-making process. We demonstrate that the G-MCP-Bandit algorithm asymptotically achieves the optimal cumulative regret in the sample size dimension T , O(log T), and further attains a tight bound in the covariate dimension d, O(log d). In addition, we develop a linear approximation method, the 2-step weighted Lasso procedure, to identify the MCP estimator for the G-MCP-Bandit algorithm under non-iid …
Contextual bandits are widely used in Internet services from news recommendation to advertising, and to Web search. Generalized linear models (logistical regression in particular) have demonstrated stronger performance than linear models in many applications where rewards are binary. However, most theoretical analyses on contextual bandits so far are on linear bandits. In this work, we propose an upper confidence bound based algorithm for generalized linear contextual bandits, which achieves an $\tilde{O}(\sqrt{dT})$ regret over $T$ rounds with $d$ dimensional feature vectors. This regret matc…
Contextual bandit is a general framework for online learning in sequential decision-making problems that has found application in a wide range of domains, including recommendation systems, online advertising, and clinical trials. A critical aspect of bandit methods is that they require to observe the contexts --i.e., individual or group-level data-- and rewards in order to solve the sequential problem. The large deployment in industrial applications has increased interest in methods that preserve the users' privacy. In this paper, we introduce a privacy-preserving bandit framework based on hom…
University of Illinois at Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）
We study identifying user clusters in contextual multi-armed bandits (MAB). Contextual MAB is an effective tool for many real applications, such as content recommendation and online advertisement. In practice, user dependency plays an essential role in the user's actions, and thus the rewards. Clustering similar users can improve the quality of reward estimation, which in turn leads to more effective content recommendation and targeted advertising. Different from traditional clustering settings, we cluster users based on the unknown bandit parameters, which will be estimated incrementally. In …
Applying causal inference models in areas such as economics, healthcare and marketing receives great interest from the machine learning community. In particular, estimating the individual-treatment-effect (ITE) in settings such as precision medicine and targeted advertising has peaked in application. Optimising this ITE under the strong-ignorability-assumption -- meaning all confounders expressing influence on the outcome of a treatment are registered in the data -- is often referred to as uplift modeling (UM). While these techniques have proven useful in many settings, they suffer vividly in …
Alibaba Group（阿里巴巴集团）；University College London（伦敦大学学院）；Shanghai JiaoTong University（上海交通大学）
Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize specific goals such as maximizing revenue and return on investment (ROI) led by ad placements, advertisers not only need to estimate the relevance between the ads and user's interests, but most importantly require a strategic response with respect to other advertisers bidding in the market. In this paper, we formulate bidding optimization with multi-agent reinforcement learning. To deal with a large number of advertisers, we propose a clustering method and assign each cluster with a strategic b…
Institute of Computing Technology, Chinese Academy of Sciences（中国科学院计算技术研究所）；University of Chinese Academy of Sciences（中国科学院大学）；Tencent（腾讯）
The exploration/exploitation (E&E) dilemma lies at the core of interactive systems such as online advertising, for which contextual bandit algorithms have been proposed. Bayesian approaches provide guided exploration with principled uncertainty estimation, but the applicability is often limited due to over-simplified assumptions. Non-Bayesian bootstrap methods, on the other hand, can apply to complex problems by using deep reward models, but lacks clear guidance to the exploration behavior. It still remains largely unsolved to develop a practical method for complex deep contextual bandits. In …
Stochastic Low-rank Tensor Bandits for Multi-dimensional Online Decision Making
Amazon（亚马逊）；Deepmind（深度思维）；Miami Herbert Business School, University of Miami（迈阿密大学迈阿密赫伯特商学院）；Krannert School of Management, Purdue University（普渡大学克兰纳特管理学院）
Stochastic linear bandits with high-dimensional sparse features are a practical model for a variety of domains, including personalized medicine and online advertising. We derive a novel $Ω(n^{2/3})$ dimension-free minimax regret lower bound for sparse linear bandits in the data-poor regime where the horizon is smaller than the ambient dimension and where the feature vectors admit a well-conditioned exploration distribution. This is complemented by a nearly matching upper bound for an explore-then-commit algorithm showing that that $Θ(n^{2/3})$ is the optimal rate in the data-poor regime. The r…
Microsoft Research Silicon Valley（微软研究院硅谷分院）；Microsoft Research New York（微软研究院纽约分院）
We consider an application of multi-armed bandits to internet advertising (specifically, to dynamic ad allocation in the pay-per-click model, with uncertainty on the click probabilities). We focus on an important practical issue that advertisers are constrained in how much money they can spend on their ad campaigns. This issue has not been considered in the prior work on bandit-based approaches for ad allocation, to the best of our knowledge. We define a simple, stylized model where an algorithm picks one ad to display in each round, and each ad has a \emph{budget}: the maximal amount of money…
University of Illinois at Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）；University of Massachusetts Amherst（马萨诸塞大学阿默斯特分校）
In this paper, we study multi-armed bandit problems in explore-then-commit setting. In our proposed explore-then-commit setting, the goal is to identify the best arm after a pure experimentation (exploration) phase and exploit it once or for a given finite number of times. We identify that although the arm with the highest expected reward is the most desirable objective for infinite exploitations, it is not necessarily the one that is most probable to have the highest reward in a single or finite-time exploitations. Alternatively, we advocate the idea of risk-aversion where the objective is to…
University of Chinese Academy of Sciences（中国科学院大学）；Didi Chuxing（滴滴出行）
Contextual multi-armed bandit (MAB) achieves cutting-edge performance on a variety of problems. When it comes to real-world scenarios such as recommendation system and online advertising, however, it is essential to consider the resource consumption of exploration. In practice, there is typically non-zero cost associated with executing a recommendation (arm) in the environment, and hence, the policy should be learned with a fixed exploration cost constraint. It is challenging to learn a global optimal policy directly, since it is a NP-hard problem and significantly complicates the exploration …
University of Illinois at Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）；University of Minnesota - Twin Cities（明尼苏达大学双城分校）
Cascading bandit (CB) is a popular model for web search and online advertising, where an agent aims to learn the $K$ most attractive items out of a ground set of size $L$ during the interaction with a user. However, the stationary CB model may be too simple to apply to real-world problems, where user preferences may change over time. Considering piecewise-stationary environments, two efficient algorithms, \texttt{GLRT-CascadeUCB} and \texttt{GLRT-CascadeKL-UCB}, are developed and shown to ensure regret upper bounds on the order of $\mathcal{O}(\sqrt{NLT\log{T}})$, where $N$ is the number of pi…
Recent growing adoption of experimentation in practice has led to a surge of attention to multiarmed bandits as a technique to reduce the opportunity cost of online experiments. In this setting, a decision-maker sequentially chooses among a set of given actions, observes their noisy rewards, and aims to maximize her cumulative expected reward (or minimize regret) over a horizon of length $T$. In this paper, we introduce a general analysis framework and a family of algorithms for the stochastic linear bandit problem that includes well-known algorithms such as the optimism-in-the-face-of-uncerta…
