解决广告转化率预测中标签不全、数据偏斜的问题,提升模型泛化能力。
No One Left Behind: How to Exploit the Incomplete and Skewed Multi-Label Data for Conversion Rate Prediction
- 设计细粒度知识迁移框架,用归因驱动的掩码策略利用不完整标签数据。
- 在真实工业数据集上,相比基线模型转化率预测准确率提升显著。
- 适合处理标签缺失严重、任务分布不均的在线广告场景,尤其对小规模目标有效。
在大多数真实在线广告系统中,广告主具有多样化的用户获取目标。常用多任务学习(MTL)方法基于点击后数据训练统一模型,以估计各类目标的转化率(CVR)。但实践中,由于隐私或其他限制,许多广告主仅提交部分用户转化行为,导致多任务标签不完整。若模型仅在有标签样本上训练,部署时面对特定目标广告主时性能会下降,因训练与部署数据分布不一致。尽管已有大量多任务学习研究,如何有效利用不完整且偏斜的多标签数据仍是长期挑战。本文提出细粒度知识迁移框架KAML,引入归因驱动掩码策略(ADM),更充分地利用不对称多标签数据进行训练。然而,较宽松的掩码机制虽提供额外信号,也因数据偏斜引入噪声。为此,我们设计分层知识提取机制(HKE),建模目标任务塔内的样本差异。为最大化无标签样本价值,进一步引入排序损失策略。在离线行业数据集和在线A/B测试中验证,KAML显著优于现有MTL基线。
原文摘要 · Abstract (English)
In most real-world online advertising systems, advertisers typically have diverse customer acquisition goals. A common solution is to use multi-task learning (MTL) to train a unified model on post-click data to estimate the conversion rate (CVR) for these diverse targets. In practice, CVR prediction often encounters missing conversion data as many advertisers submit only a subset of user conversion actions due to privacy or other constraints, making the labels of multi-task data incomplete. If the model is trained on all available samples where advertisers submit user conversion actions, it may struggle when deployed to serve a subset of advertisers targeting specific conversion actions, as the training and deployment data distributions are mismatched. While considerable MTL efforts have been made, a long-standing challenge is how to effectively train a unified model with the incomplete and skewed multi-label data. In this paper, we propose a fine-grained Knowledge transfer framework for Asymmetric Multi-Label data (KAML). We introduce an attribution-driven masking strategy (ADM) to better utilize data with asymmetric multi-label data in training. However, the more relaxed masking in ADM is a double-edged sword: it provides additional training signals but also introduces noise due to skewed data. To address this, we propose a hierarchical knowledge extraction mechanism (HKE) to model the sample discrepancy within the target task tower. Finally, to maximize the utility of unlabeled samples, we incorporate ranking loss strategy to further enhance our model. The effectiveness of KAML has been demonstrated through comprehensive evaluations on offline industry datasets and online A/B tests, which show significant performance improvements over existing MTL baselines.
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