This paper explores multi-scenario optimization on large platforms using multi-agent reinforcement learning (MARL). We address this by treating scenarios like search, recommendation, and advertising as a cooperative, partially observable multi-agent decision problem. We introduce the Multi-Agent Recurrent Deterministic Policy Gradient (MARDPG) algorithm, which aligns different scenarios under a shared objective and allows for strategy communication to boost overall performance. Our results show marked improvements in metrics such as click-through rate (CTR), conversion rate, and total sales, confirming our method's efficacy in practical settings.
Search, recommendation, and online advertising are the three most important information-providing mechanisms on the web. These information seeking techniques, satisfying users' information needs by suggesting users personalized objects (information or services) at the appropriate time and place, play a crucial role in mitigating the information overload problem. With recent great advances in deep reinforcement learning (DRL), there have been increasing interests in developing DRL based information seeking techniques. These DRL based techniques have two key advantages -- (1) they are able to co…
Michigan State University（密歇根州立大学）；Bytedance（字节跳动）
With the recent prevalence of Reinforcement Learning (RL), there have been tremendous interests in utilizing RL for online advertising in recommendation platforms (e.g., e-commerce and news feed sites). However, most RL-based advertising algorithms focus on optimizing ads' revenue while ignoring the possible negative influence of ads on user experience of recommended items (products, articles and videos). Developing an optimal advertising algorithm in recommendations faces immense challenges because interpolating ads improperly or too frequently may decrease user experience, while interpolatin…
Criteo AI Labs（科韬人工智能实验室）；Universitat Pompeu Fabra（庞培法布拉大学）；Telefonica Research（西班牙电信研究院）
Recommender Systems are becoming ubiquitous in many settings and take many forms, from product recommendation in e-commerce stores, to query suggestions in search engines, to friend recommendation in social networks. Current research directions which are largely based upon supervised learning from historical data appear to be showing diminishing returns with a lot of practitioners report a discrepancy between improvements in offline metrics for supervised learning and the online performance of the newly proposed models. One possible reason is that we are using the wrong paradigm: when looking …
Multi-task Offline Reinforcement Learning for Online Advertising in Recommender Systems
Taobao \& Tmall Group of Alibaba City University of Hong Kong Hangzhou China；Southern University of Science；Technology, City University of Hong Kong Hong Kong China；City University of Hong Kong Hong Kong China；University of Queensland Brisbane Australia；Taobao \& Tmall Group of Alibaba Beijing China；Taobao \& Tmall Group of Alibaba City University of Hong Kong；Technology, City University of Hong Kong；City University of Hong Kong；University of Queensland；Taobao \& Tmall Group of Alibaba
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…
In e-commerce advertising, it is crucial to jointly consider various performance metrics, e.g., user experience, advertiser utility, and platform revenue. Traditional auction mechanisms, such as GSP and VCG auctions, can be suboptimal due to their fixed allocation rules to optimize a single performance metric (e.g., revenue or social welfare). Recently, data-driven auctions, learned directly from auction outcomes to optimize multiple performance metrics, have attracted increasing research interests. However, the procedure of auction mechanisms involves various discrete calculation operations, …
Existing recommendation algorithms mostly focus on optimizing traditional recommendation measures, such as the accuracy of rating prediction in terms of RMSE or the quality of top-$k$ recommendation lists in terms of precision, recall, MAP, etc. However, an important expectation for commercial recommendation systems is to improve the final revenue/profit of the system. Traditional recommendation targets such as rating prediction and top-$k$ recommendation are not directly related to this goal. In this work, we blend the fundamental concepts in online advertising and micro-economics into person…
Tianjin University（天津大学）；Alibaba Group（阿里巴巴集团）；Shanghai Jiao Tong University（上海交通大学）；University College London（伦敦大学学院）
In E-commerce advertising, where product recommendations and product ads are presented to users simultaneously, the traditional setting is to display ads at fixed positions. However, under such a setting, the advertising system loses the flexibility to control the number and positions of ads, resulting in sub-optimal platform revenue and user experience. Consequently, major e-commerce platforms (e.g., Taobao.com) have begun to consider more flexible ways to display ads. In this paper, we investigate the problem of advertising with adaptive exposure: can we dynamically determine the number and …
Optimizing Search Advertising Strategies: Integrating Reinforcement Learning with Generalized Second-Price Auctions for Enhanced Ad Ranking and Bidding
Columbia University（哥伦比亚大学）；University of Michigan（密歇根大学）；University of California, Irvine（加利福尼亚大学尔湾分校）
In computational advertising, a challenging problem is how to recommend the bid for advertisers to achieve the best return on investment (ROI) given budget constraint. This paper presents a bid recommendation scenario that discovers the concavity changes in click prediction curves. The recommended bid is derived based on the turning point from significant increase (i.e. concave downward) to slow increase (convex upward). Parametric learning based method is applied by solving the corresponding constraint optimization problem. Empirical studies on real-world advertising scenarios clearly demonst…
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…
University Paris-Saclay（巴黎-萨克雷大学）；UVSQ（凡尔赛大学）；Criteo（科睿拓）；Tampere University（坦佩雷大学）
In this paper, the method UCB-RS, which resorts to recommendation system (RS) for enhancing the upper-confidence bound algorithm UCB, is presented. The proposed method is used for dealing with non-stationary and large-state spaces multi-armed bandit problems. The proposed method has been targeted to the problem of the product recommendation in the online advertising. Through extensive testing with RecoGym, an OpenAI Gym-based reinforcement learning environment for the product recommendation in online advertising, the proposed method outperforms the widespread reinforcement learning schemes suc…
In cost-per-click (CPC) or cost-per-impression (CPM) advertising campaigns, advertisers always run the risk of spending the budget without getting enough conversions. Moreover, the bidding on advertising inventory has few connections with propensity one that can reach to target cost-per-acquisition (tCPA) goals. To address this problem, this paper presents a bid optimization scenario to achieve the desired tCPA goals for advertisers. In particular, we build the optimization engine to make a decision by solving the rigorously formalized constrained optimization problem, which leverages the bid …
Alibaba Group（阿里巴巴集团）；Shanghai Jiao Tong University（上海交通大学）；University College London（伦敦大学学院）
Most e-commerce product feeds provide blended results of advertised products and recommended products to consumers. The underlying advertising and recommendation platforms share similar if not exactly the same set of candidate products. Consumers' behaviors on the advertised results constitute part of the recommendation model's training data and therefore can influence the recommended results. We refer to this process as Leverage. Considering this mechanism, we propose a novel perspective that advertisers can strategically bid through the advertising platform to optimize their recommended orga…
Mobile digital billboards are an effective way to augment brand-awareness. Among various such mobile billboards, taxicab rooftop devices are emerging in the market as a brand new media. Motov is a leading company in South Korea in the taxicab rooftop advertising market. In this work, we present a lightweight yet accurate deep learning-based method to predict taxicabs' next locations to better prepare for targeted advertising based on demographic information of locations. Considering the fact that next POI recommendation datasets are frequently sparse, we design our presented model based on neu…
University of California, San Diego（加利福尼亚大学圣迭戈分校）；Twitter（推特公司）
Recommender systems trained in a continuous learning fashion are plagued by the feedback loop problem, also known as algorithmic bias. This causes a newly trained model to act greedily and favor items that have already been engaged by users. This behavior is particularly harmful in personalised ads recommendations, as it can also cause new campaigns to remain unexplored. Exploration aims to address this limitation by providing new information about the environment, which encompasses user preference, and can lead to higher long-term reward. In this work, we formulate a display advertising recom…
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 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 …
The wide popularity of short videos on social media poses new opportunities and challenges to optimize recommender systems on the video-sharing platforms. Users provide complex and multi-faceted responses towards recommendations, including watch time and various types of interactions with videos. As a result, established recommendation algorithms that concern a single objective are not adequate to meet this new demand of optimizing comprehensive user experiences. In this paper, we formulate the problem of short video recommendation as a constrained Markov Decision Process (MDP), where platform…
MIIT Key Laboratory of Pattern Analysis and Machine Intelligence（模式分析与机器智能工信部重点实验室）；Shanghai Jiao Tong University（上海交通大学）；Alibaba Group（阿里巴巴集团）
In online advertising, auto-bidding has become an essential tool for advertisers to optimize their preferred ad performance metrics by simply expressing high-level campaign objectives and constraints. Previous works designed auto-bidding tools from the view of single-agent, without modeling the mutual influence between agents. In this paper, we instead consider this problem from a distributed multi-agent perspective, and propose a general $\underline{M}$ulti-$\underline{A}$gent reinforcement learning framework for $\underline{A}$uto-$\underline{B}$idding, namely MAAB, to learn the auto-bidding…
An Adaptable Budget Planner for Enhancing Budget-Constrained Auto-Bidding in Online Advertising
School of Computer Science, Peking University（北京大学计算机学院）；Center on Frontiers of Computing Studies, Peking University（北京大学计算科学前沿中心）；Alibaba Group（阿里巴巴集团）
Carnegie Mellon University（卡内基梅隆大学）；University of Chicago Booth School of Business（芝加哥大学布斯商学院）；Mohamed bin Zayed University of Artificial Intelligence（穆罕默德·本·扎耶德人工智能大学）
Calibration is defined as the ratio of the average predicted click rate to the true click rate. The optimization of calibration is essential to many online advertising recommendation systems because it directly affects the downstream bids in ads auctions and the amount of money charged to advertisers. Despite its importance, calibration optimization often suffers from a problem called "maximization bias". Maximization bias refers to the phenomenon that the maximum of predicted values overestimates the true maximum. The problem is introduced because the calibration is computed on the set select…
Advertising expenditures have become the major source of revenue for e-commerce platforms. Providing good advertising experiences for advertisers by reducing their costs of trial and error in discovering the optimal advertising strategies is crucial for the long-term prosperity of online advertising. To achieve this goal, the advertising platform needs to identify the advertiser's optimization objectives, and then recommend the corresponding strategies to fulfill the objectives. In this work, we first deploy a prototype of strategy recommender system on Taobao display advertising platform, whi…
For industrial-scale advertising systems, prediction of ad click-through rate (CTR) is a central problem. Ad clicks constitute a significant class of user engagements and are often used as the primary signal for the usefulness of ads to users. Additionally, in cost-per-click advertising systems where advertisers are charged per click, click rate expectations feed directly into value estimation. Accordingly, CTR model development is a significant investment for most Internet advertising companies. Engineering for such problems requires many machine learning (ML) techniques suited to online lear…
Online advertising in E-commerce platforms provides sellers an opportunity to achieve potential audiences with different target goals. Ad serving systems (like display and search advertising systems) that assign ads to pages should satisfy objectives such as plenty of audience for branding advertisers, clicks or conversions for performance-based advertisers, at the same time try to maximize overall revenue of the platform. In this paper, we propose an approach based on linear programming subjects to constraints in order to optimize the revenue and improve different performance goals simultaneo…
Click-Through Rate (CTR) prediction is a crucial component in the online advertising industry. In order to produce a personalized CTR prediction, an industry-level CTR prediction model commonly takes a high-dimensional (e.g., 100 or 1000 billions of features) sparse vector (that is encoded from query keywords, user portraits, etc.) as input. As a result, the model requires Terabyte scale parameters to embed the high-dimensional input. Hierarchical distributed GPU parameter server has been proposed to enable GPU with limited memory to train the massive network by leveraging CPU main memory and …
A Profit-Maximizing Strategy for Advertising on the e-Commerce Platforms
South China University of Technology（华南理工大学）；Guangdong University of Foreign Studies（广东外语外贸大学）；ShenZhen TingZhu Health Management Co.,Ltd.（深圳市汀竹健康管理有限公司）
In this paper, we study item advertisements for small businesses. This application recommends prospective customers to specific items requested by businesses. From analysis, we found that the existing Recommender Systems (RS) were ineffective for small/new businesses with a few sales history. Training samples in RS can be highly biased toward popular businesses with sufficient sales and can decrease advertising performance for small businesses. We propose a meta-learning-based RS to improve advertising performance for small/new businesses and shops: Meta-Shop. Meta-Shop leverages an advanced m…
User response prediction makes a crucial contribution to the rapid development of online advertising system and recommendation system. The importance of learning feature interactions has been emphasized by many works. Many deep models are proposed to automatically learn high-order feature interactions. Since most features in advertising system and recommendation system are high-dimensional sparse features, deep models usually learn a low-dimensional distributed representation for each feature in the bottom layer. Besides traditional fully-connected architectures, some new operations, such as c…
University of Michigan（密歇根大学）；H. Lee Moffitt Cancer Center & Research Institute（H·李·莫菲特癌症中心与研究所）
In the precision medicine era, there is a growing need for precision radiotherapy where the planned radiation dose needs to be optimally determined by considering a myriad of patient-specific information in order to ensure treatment efficacy. Existing artificial-intelligence (AI) methods can recommend radiation dose prescriptions within the scope of this available information. However, treating physicians may not fully entrust the AI's recommended prescriptions due to known limitations or when the AI recommendation may go beyond physicians' current knowledge. This paper lays out a systematic m…
Increasing aggregate diversity (or catalog coverage) is an important system-level objective in many recommendation domains where it may be desirable to mitigate the popularity bias and to improve the coverage of long-tail items in recommendations given to users. This is especially important in multistakeholder recommendation scenarios where it may be important to optimize utilities not just for the end user, but also for other stakeholders such as item sellers or producers who desire a fair representation of their items across recommendation lists produced by the system. Unfortunately, attempt…
Sponsored search has more than 20 years of history, and it has been proven to be a successful business model for online advertising. Based on the pay-per-click pricing model and the keyword targeting technology, the sponsored system runs online auctions to determine the allocations and prices of search advertisements. In the traditional setting, advertisers should manually create lots of ad creatives and bid on some relevant keywords to target their audience. Due to the huge amount of search traffic and a wide variety of ad creations, the limits of manual optimizations from advertisers become …
In industrial applications like online advertising and recommendation systems, diverse and accurate user profiles can greatly help improve personalization. Deep learning is widely applied to mine expressive tags to users from their historical interactions in the system, e.g., click, conversion action in the advertising chain. The usual approach is to take a certain action as the objective, and introduce multiple independent Two-Tower models to predict the possibility of users' action on tags (known as CTR or CVR prediction). The predicted users' high probably attractive tags are to represent t…
In e-commerce advertising, the ad platform usually relies on auction mechanisms to optimize different performance metrics, such as user experience, advertiser utility, and platform revenue. However, most of the state-of-the-art auction mechanisms only focus on optimizing a single performance metric, e.g., either social welfare or revenue, and are not suitable for e-commerce advertising with various, dynamic, difficult to estimate, and even conflicting performance metrics. In this paper, we propose a new mechanism called Deep GSP auction, which leverages deep learning to design new rank score f…
Yahoo Gemini native advertising marketplace serves billions of impressions daily, to hundreds millions of unique users, and reaches a yearly revenue of many hundreds of millions USDs. Powering Gemini native models for predicting advertise (ad) event probabilities, such as conversions and clicks, is OFFSET - a feature enhanced collaborative-filtering (CF) based event prediction algorithm. The predicted probabilities are then used in Gemini native auctions to determine which ads to present for every serving event (impression). Dynamic creative optimization (DCO) is a recent Gemini native product…
Kuaishou Technology（快手科技）；University of Rochester（罗切斯特大学）；University of Washington（华盛顿大学）
Real-world recommendation systems often consist of two phases. In the first phase, multiple predictive models produce the probability of different immediate user actions. In the second phase, these predictions are aggregated according to a set of 'strategic parameters' to meet a diverse set of business goals, such as longer user engagement, higher revenue potential, or more community/network interactions. In addition to building accurate predictive models, it is also crucial to optimize this set of 'strategic parameters' so that primary goals are optimized while secondary guardrails are not hu…
For e-commerce platforms such as Taobao and Amazon, advertisers play an important role in the entire digital ecosystem: their behaviors explicitly influence users' browsing and shopping experience; more importantly, advertiser's expenditure on advertising constitutes a primary source of platform revenue. Therefore, providing better services for advertisers is essential for the long-term prosperity for e-commerce platforms. To achieve this goal, the ad platform needs to have an in-depth understanding of advertisers in terms of both their marketing intents and satisfaction over the advertising p…
