arXiv 2302.012552023-02cs.LG

adSformers：Etsy广告中基于短期序列的个性化与表征多样性

adSformers: Personalization from Short-Term Sequences and Diversity of Representations in Etsy Ads

Etsy（Etsy公司）

Alaa Awad, Denisa Roberts, Eden Dolev, Andrea Heyman, Zahra Ebrahimzadeh, Zoe Weil, Marcin Mejran, Vaibhav Malpani, Mahir Yavuz

阅读 PDF

arXiv 页面 ↗HTML 原文 ↗

AI总结：

本研究提出包含三部分的ADPM模块，通过编码用户短期行为序列与多样化表征实现广告个性化，在CTR和PCCVR模型上离线ROC-AUC显著优于生产基线，并已全量部署到Etsy广告流量中。

摘要：

本文提出了一种通用的广告个性化方法，该方法通过对用户近期行为的变长序列进行编码并从中学习，同时利用多样化表征来实现个性化。为此，我们引入了一个由三部分组成的模块，称为adSformer可多样化个性化模块（adSformer diversifiable personalization module，ADPM），用于学习动态用户表征。我们通过对赞助搜索中使用的点击率（Click-Through Rate，CTR）和点击后转化率（Post-Click Conversion Rate，PCCVR）模型进行个性化，验证了该模块的有效性和灵活性。ADPM的第一部分是adSformer编码器，包含一种新颖的adSformer块，用于学习最显著的序列信号。ADPM的第二部分通过视觉、多模态和其他预训练表征来丰富学习到的信号。最后，ADPM的第三部分“即时学习（learned on the fly）组件进一步丰富了动态用户表征中编码信号的多样性。经ADPM个性化的CTR和PCCVR模型（以下称为adSformer CTR和adSformer PCCVR），在离线受试者工作特征曲线下面积（Area Under the Receiver Operating Characteristic Curve，ROC-AUC）指标上，分别优于CTR和PCCVR生产基线+2.66%和+2.42%。在A/B测试中取得稳健的线上收益后，截至2023年2月，Etsy Ads已将ADPM个性化的赞助搜索系统部署到100%的流量中。

英文摘要：

In this article, we present a general approach to personalizing ads through encoding and learning from variable-length sequences of recent user actions and diverse representations. To this end we introduce a three-component module called the adSformer diversifiable personalization module (ADPM) that learns a dynamic user representation. We illustrate the module's effectiveness and flexibility by personalizing the Click-Through Rate (CTR) and Post-Click Conversion Rate (PCCVR) models used in sponsored search. The first component of the ADPM, the adSformer encoder, includes a novel adSformer block which learns the most salient sequence signals. ADPM's second component enriches the learned signal through visual, multimodal, and other pretrained representations. Lastly, the third ADPM "learned on the fly" component further diversifies the signal encoded in the dynamic user representation. The ADPM-personalized CTR and PCCVR models, henceforth referred to as adSformer CTR and adSformer PCCVR, outperform the CTR and PCCVR production baselines by $+2.66\%$ and $+2.42\%$, respectively, in offline Area Under the Receiver Operating Characteristic Curve (ROC-AUC). Following the robust online gains in A/B tests, Etsy Ads deployed the ADPM-personalized sponsored search system to $100\%$ of traffic as of February 2023.

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。