用大模型自动识别广告推广的产品类型,解决电商广告效果标注难题。
Campaign-2-PT-RAG: LLM-Guided Semantic Product Type Attribution for Scalable Campaign Ranking
- 用大模型解析广告语义意图,匹配平台产品分类体系
- 生成标签精确率达78-90%,召回率超99%
- 适合需要大规模广告优化的电商平台使用
电商广告排序模型需要大量训练标签来标识哪些用户因广告促成购买。但广告常使用创意性、主题化语言,难以直接对应具体产品购买行为,导致无法清晰进行产品级归因,限制了监督学习在广告优化中的应用。我们提出Campaign-2-PT-RAG,一个可扩展的标签生成框架:通过大语言模型(LLMs)分析广告内容,捕捉其隐含意图;再基于语义搜索在平台产品分类体系中检索候选产品类型(PTs);最后由结构化LLM分类器评估各PT的相关性,输出该广告对应的产品覆盖集合。用户购买行为若匹配这些产品类型,则作为正样本用于下游排序模型训练。该方法将模糊的归因问题转化为可计算的语义对齐任务,在真实与合成数据集上经专家标注验证,生成标签的精确率为78-90%,召回率超过99%。
原文摘要 · Abstract (English)
E-commerce campaign ranking models require large-scale training labels indicating which users purchased due to campaign influence. However, generating these labels is challenging because campaigns use creative, thematic language that does not directly map to product purchases. Without clear product-level attribution, supervised learning for campaign optimization remains limited. We present Campaign-2-PT-RAG, a scalable label generation framework that constructs user-campaign purchase labels by inferring which product types (PTs) each campaign promotes. The framework first interprets campaign content using large language models (LLMs) to capture implicit intent, then retrieves candidate PTs through semantic search over the platform taxonomy. A structured LLM-based classifier evaluates each PT's relevance, producing a campaign-specific product coverage set. User purchases matching these PTs generate positive training labels for downstream ranking models. This approach reframes the ambiguous attribution problem into a tractable semantic alignment task, enabling scalable and consistent supervision for downstream tasks such as campaign ranking optimization in production e-commerce environments. Experiments on internal and synthetic datasets, validated against expert-annotated campaign-PT mappings, show that our LLM-assisted approach generates high-quality labels with 78-90% precision while maintaining over 99% recall.
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