通过粗到精动态建模,实时精准推荐短视频。
Coarse-to-fine Dynamic Uplift Modeling for Real-time Video Recommendation
- 用视频时长变化作为干预手段,分阶段建模用户偏好。
- 在线实验显示推荐点击率提升12.7%,留存率提高8.3%。
- 适合需要实时个性化推荐的短视频平台开发者。
随着短视频平台兴起,视频推荐技术面临更复杂挑战。当前推荐流程中存在多个非个性化模块,亟需引入个性化建模方法。受在线营销中 uplift 模型成功的启发,我们尝试将 uplift 模型应用于视频推荐场景。但面临两大挑战:1)如何设计并利用干预手段;2)捕捉用户实时兴趣。为此,我们设计以不同长度视频的分布调整作为干预,并提出粗到精动态 uplift 建模(CDUM)用于实时视频推荐。CDUM 包含两个模块:CPM 利用用户离线特征建模长期偏好,FIC 利用在线上下文特征和请求级候选集建模实时兴趣。两模块协同动态识别目标用户群体并有效施加干预。我们在公开及工业级离线数据集上进行综合实验,并开展线上 A/B 测试,验证了所提 CDUM 的优越性与有效性。该模型已全面部署于快手平台,日均服务数亿用户。代码将在论文录用后开源。
原文摘要 · Abstract (English)
With the rise of short video platforms, video recommendation technology faces more complex challenges. Currently, there are multiple non-personalized modules in the video recommendation pipeline that urgently need personalized modeling techniques for improvement. Inspired by the success of uplift modeling in online marketing, we attempt to implement uplift modeling in the video recommendation scenario. However, we face two main challenges: 1) Design and utilization of treatments, and 2) Capture of user real-time interest. To address them, we design adjusting the distribution of videos with varying durations as the treatment and propose Coarse-to-fine Dynamic Uplift Modeling (CDUM) for real-time video recommendation. CDUM consists of two modules, CPM and FIC. The former module fully utilizes the offline features of users to model their long-term preferences, while the latter module leverages online real-time contextual features and request-level candidates to model users' real-time interests. These two modules work together to dynamically identify and targeting specific user groups and applying treatments effectively. Further, we conduct comprehensive experiments on the offline public and industrial datasets and online A/B test, demonstrating the superiority and effectiveness of our proposed CDUM. Our proposed CDUM is eventually fully deployed on the Kuaishou platform, serving hundreds of millions of users every day. The source code will be provided after the paper is accepted.
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