arXiv:2505.14959cs.LGcs.IR2025-05被引 4

在数据安全屋中实现高精度转化率预测,不传原始数据也能训练模型。

Privacy Preserving Conversion Modeling in Data Clean Room

  • 用批量梯度替代样本级梯度,降低隐私泄露风险。
  • 实验显示模型在工业数据集上达到优秀ROCAUC,通信开销大幅下降。
  • 适合关注广告隐私合规与高效协作的平台方和广告主。

在线广告领域,准确预测转化率(CVR)对提升广告效率和用户体验至关重要。本文针对在用户隐私保护与广告主数据要求双重约束下进行CVR预测的挑战,提出一种新型协同模型训练框架。传统方法受限于广告主不愿共享敏感转化数据,以及在数据清洁室等安全环境中的训练瓶颈。新方法通过不向广告平台传递样本级梯度,实现安全协作:(1) 使用批量聚合梯度替代样本级梯度,显著降低隐私风险;(2) 采用基于适配器的参数高效微调与梯度压缩技术,减少通信开销;(3) 引入去偏技术,在标签差分隐私保护下训练模型,有效缓解隐私扰动带来的性能损失。在真实工业数据集上的实验表明,该方法在保持高ROCAUC表现的同时,显著降低通信成本,满足广告主隐私需求与用户隐私选择。该框架为数字广告领域的隐私保护、高性能CVR预测树立了新标准。

原文摘要 · Abstract (English)

In the realm of online advertising, accurately predicting the conversion rate (CVR) is crucial for enhancing advertising efficiency and user satisfaction. This paper addresses the challenge of CVR prediction while adhering to user privacy preferences and advertiser requirements. Traditional methods face obstacles such as the reluctance of advertisers to share sensitive conversion data and the limitations of model training in secure environments like data clean rooms. We propose a novel model training framework that enables collaborative model training without sharing sample-level gradients with the advertising platform. Our approach introduces several innovative components: (1) utilizing batch-level aggregated gradients instead of sample-level gradients to minimize privacy risks; (2) applying adapter-based parameter-efficient fine-tuning and gradient compression to reduce communication costs; and (3) employing de-biasing techniques to train the model under label differential privacy, thereby maintaining accuracy despite privacy-enhanced label perturbations. Our experimental results, conducted on industrial datasets, demonstrate that our method achieves competitive ROCAUC performance while significantly decreasing communication overhead and complying with both advertiser privacy requirements and user privacy choices. This framework establishes a new standard for privacy-preserving, high-performance CVR prediction in the digital advertising landscape.

转化率预测隐私计算数据清洁室差分隐私

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