提升电商搜索广告收益,同时保持推荐相关性。
RARe: Raising Ad Revenue Framework with Context-Aware Reranking
- 用点击模型与重排序模型构建收益-相关性平衡框架。
- 在真实工业数据集上实现显著收益提升,相关性未下降。
- 适合电商广告系统优化与推荐算法研究者。
现代推荐系统在电商场景中擅长优化搜索结果的相关性。为在维持相关性的前提下最大化广告收入,我们提出 $ extsf{RARe}$(Raising Ad Revenue)框架,该框架由点击模型与重排序模型组成,并通过损失函数权衡收益与相关性。实验表明,点击模型在框架中至关重要。我们设计了两种考虑上下文信息的点击模型:一种是引入上下文特征的梯度提升决策树(GBDT-C),另一种是基于序列注意力机制的 SAINT-Q 模型,用于捕捉搜索结果间的相互影响。在将公开发布的工业数据集上的实验显示,所提方法显著提升广告收益,同时保持高相关性。
原文摘要 · Abstract (English)
Modern recommender systems excel at optimizing search result relevance for e-commerce platforms. While maintaining this relevance, platforms seek opportunities to maximize revenue through search result adjustments. To address the trade-off between relevance and revenue, we propose the $\mathsf{RARe}$ ($\textbf{R}$aising $\textbf{A}$dvertisement $\textbf{Re}$venue) framework. $\mathsf{RARe}$ stacks a click model and a reranking model. We train the $\mathsf{RARe}$ framework with a loss function to find revenue and relevance trade-offs. According to our experience, the click model is crucial in the $\mathsf{RARe}$ framework. We propose and compare two different click models that take into account the context of items in a search result. The first click model is a Gradient-Boosting Decision Tree with Concatenation (GBDT-C), which includes a context in the traditional GBDT model for click prediction. The second model, SAINT-Q, adapts the Sequential Attention model to capture influences between search results. Our experiments indicate that the proposed click models outperform baselines and improve the overall quality of our framework. Experiments on the industrial dataset, which will be released publicly, show $\mathsf{RARe}$'s significant revenue improvements while preserving a high relevance.
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