Click-through Rate Prediction Research Articles

AdaGIN: Adaptive Graph Interaction Network for Click-Through Rate Prediction

The goal of click-through rate (CTR) prediction in recommender systems is to effectively work with input features. However, existing CTR prediction models face three main issues. First, many models use a basic approach for feature combinations, leading to noise and reduced accuracy. Second, there is no consideration for the varying importance of features in different interaction orders, affecting model performance. Third, current model architectures struggle to capture different interaction signals from various semantic spaces, leading to sub-optimal performance. To address these issues, we propose the Adaptive Graph Interaction Network (AdaGIN) with the Graph Neural Networks-based Feature Interaction Module (GFIM), the Multi-semantic Feature Interaction Module (MFIM), and the Negative Feedback-based Search (NFS) algorithm. GFIM explicitly aggregates information between features and assesses their importance, while MFIM captures information from different semantic spaces. NFS uses negative feedback to optimize model complexity. Experimental results show AdaGIN outperforms existing models on large-scale public benchmark datasets.

JobFormer: Skill-Aware Job Recommendation with Semantic-Enhanced Transformer

Job recommendation aims to provide potential talents with suitable job descriptions (JDs) consistent with their career trajectory, which plays an essential role in proactive talent recruitment. In real-world management scenarios, the available JD-user records always consist of JDs, user profiles, and click data, in which the user profiles are typically summarized as the user's skill distribution for privacy reasons. Although existing sophisticated recommendation methods can be directly employed, effective recommendation still has challenges considering the information deficit of JD itself and the natural heterogeneous gap between JD and user profile. To address these challenges, we proposed a novel skill-aware recommendation model based on the designed semantic-enhanced Transformer to parse JDs and complete personalized job recommendation. Specifically, we first model the relative items of each JD and then adopt an encoder with the local-global attention mechanism to better mine the intra-job and inter-job dependencies from JD tuples. Moreover, we adopt a two-stage learning strategy for skill-aware recommendation, in which we utilize the skill distribution to guide JD representation learning in the recall stage, and then combine the user profiles for final prediction in the ranking stage. Consequently, we can embed rich contextual semantic representations for learning JDs, while skill-aware recommendation provides effective JD-user joint representation for click-through rate (CTR) prediction. To validate the superior performance of our method for job recommendation, we present a thorough empirical analysis of large-scale real-world and public datasets to demonstrate its effectiveness and interpretability.

Comparison of Multi-Armed Bandit Algorithms in Advertising Recommendation Systems

In today's rapidly evolving online environment, advertising recommendation systems utilize multi-armed bandit algorithms like dynamic collaborative filtering Thompson sampling (DCTS), upper confidence bound based on recommender system (UCB-RS), and dynamic -greedy algorithm (DEG) to optimize ad displays and enhance click-through rates (CTR). These algorithms must adapt to limited information and update strategies based on immediate feedback.This study employs an experimental comparison to assess the performance of the DCTS, UCB-RS, and DEG algorithms using the click-through rate prediction database from Kaggle. Five experimental sets under varied parameter settings were analyzed, employing the Receiver Operating Characteristic (ROC) curve, accuracy, and area under the curve (AUC) metrics.Results show that the DEG algorithm consistently outperforms the others, achieving higher AUC values and demonstrating robust sample identification capabilities. DEG also exhibits superior precision at high recall levels, showcasing its potential in dynamic advertising environments. Its dynamic adjustment strategy effectively balances exploration and exploitation, optimizing ad displays.The findings suggest that DEG's adaptability and stability make it particularly suitable for dynamic ad recommendation scenarios. Future research should focus on optimizing DEG's parameter settings and possibly integrating UCB-RS's exploration mechanisms to enhance performance and develop more effective strategies for advertising recommendation systems.

A Unified Framework for Multi-Domain CTR Prediction via Large Language Models

Multi-Domain Click-Through Rate (MDCTR) prediction is crucial for online recommendation platforms, which involves providing personalized recommendation services to users in different domains. However, current MDCTR models are confronted with the following limitations. Firstly, due to varying data sparsity in different domains, models can easily be dominated by some specific domains, which leads to significant performance degradation in other domains (i.e., the “seesaw phenomenon”). Secondly, when new domain emerges, the scalability of existing methods is limited, making it difficult to adapt to the dynamic growth of the domain. Traditional MDCTR models usually use one-hot encoding for semantic information such as product titles, thus losing rich semantic information and leading to insufficient generalization of the model. In this paper, we propose a novel solution Uni-CTR to address these challenges. Uni-CTR leverages Large Language Model (LLM) to extract layer-wise semantic representations that capture domain commonalities, mitigating the seesaw phenomenon and enhancing generalization. Besides, it incorporates a pluggable domain-specific network to capture domain characteristics, ensuring scalability to dynamic domain growth. Experimental results on public datasets and industrial scenarios show that Uni-CTR significantly outperforms state-of-the-art (SOTA) models. In addition, Uni-CTR shows significant results in zero shot prediction. Code is available at https://anonymous.4open.science/r/multi-domain .

SS4CTR: a semi-supervised framework for enhancing click-through rate prediction in sparse and imbalanced data

SS4CTR: a semi-supervised framework for enhancing click-through rate prediction in sparse and imbalanced data

Intelligent maritime question-answering and recommendation system based on maritime vessel activity knowledge graph

Traditional maritime traffic management typically relies on positioning data for data mining without incorporating other multi-source data to analyze the maritime vessel activity, which cannot conduct comprehensive maritime knowledge mining. Thus, this study integrates multi-source data, such as trajectory, maritime accident text, and geographic data, to create a maritime vessel activity knowledge graph. On this basis, a question-answering model is developed based on a bidirectional question-answering attention graph neural network, and a personalized recommendation model is developed based on an attention-enhanced joint knowledge propagation and a user preference graph neural network. The former assists users in extracting valuable information from the maritime vessel activity knowledge graph, while the latter predicts the users' potential interests and automatically recommends vessel entities based on their historical query information. Experimental results show that the proposed question-answering model improved the F1-score by 2.31%–10.09% compared to state-of-the-art baseline models on the MVA question-answering dataset. Similarly, the proposed personalized recommendation model improved the click-through rate prediction accuracy by 2.46%–7.05% compared to state-of-the-art baseline models on the MVA personalized recommendation dataset.

CETN: Contrast-enhanced Through Network for Click-Through Rate Prediction

Click-through rate (CTR) prediction is a crucial task in personalized information retrievals, such as industrial recommender systems, online advertising, and web search. Most existing CTR Prediction models utilize explicit feature interactions to overcome the performance bottleneck of implicit feature interactions. Hence, deep CTR models based on parallel structures (e.g., DCN, FinalMLP, xDeepFM) have been proposed to obtain joint information from different semantic spaces. However, these parallel subcomponents lack effective supervision and communication signals, making it challenging to efficiently capture valuable multi-views feature interaction information in different semantic spaces. To address these issues, we propose a simple yet effective novel CTR model: Contrast-enhanced Through Network (CETN). Drawing inspiration from sociology, CETN leverages the complementary nature of diversity and homogeneity to guide the model in acquiring higher-quality feature interaction information. Specifically, CETN employs product-based feature interactions and the augmentation (perturbation) concept from contrastive learning to segment different semantic spaces, each with distinct activation functions. This improves diversity in the feature interaction information captured by the model. Additionally, we introduce self-supervised signals and through connection within each semantic space to ensure the homogeneity of the captured feature interaction information. The experiments conduct on four real datasets demonstrate that our model consistently outperforms twenty baseline models in terms of AUC and Logloss.

Click-through rate prediction model based on graph networks and feature squeeze-and-excitation mechanism

PurposePredicting a user’s click-through rate on an advertisement or item often uses deep learning methods to mine hidden information in data features, which can provide users with more accurate personalized recommendations. However, existing works usually ignore the problem that the drift of user interests may lead to the generation of new features when they compute feature interactions. Based on this, this paper aims to design a model to address this issue.Design/methodology/approachFirst, the authors use graph neural networks to model users’ interest relationships, using the existing user features as the node features of the graph neural networks. Second, through the squeeze-and-excitation network mechanism, the user features and item features are subjected to squeeze operation and excitation operation, respectively, and the importance of the features is adaptively adjusted by learning the channel weights of the features. Finally, the feature space is divided into multiple subspaces to allocate features to different models, which can improve the performance of the model.FindingsThe authors conduct experiments on two real-world data sets, and the results show that the model can effectively improve the prediction accuracy of advertisement or item click events.Originality/valueIn the study, the authors propose graph network and feature squeeze-and-excitation model for click-through rate prediction, which is used to dynamically learn the importance of features. The results indicate the effectiveness of the model.

Knowledge Graph-Aware Deep Interest Extraction Network on Sequential Recommendation

Sequential recommendation is the mainstream approach in the field of click-through-rate (CTR) prediction for modeling users’ behavior. This behavior implies the change of the user’s interest, and the goal of sequential recommendation is to capture this dynamic change. However, existing studies have focused on designing complex dedicated networks to capture user interests from user behavior sequences, while neglecting the use of auxiliary information. Recently, knowledge graph (KG) has gradually attracted the attention of researchers as a structured auxiliary information. Items and their attributes in the recommendation, can be mapped to knowledge triples in the KG. Therefore, the introduction of KG to recommendation can help us obtain more expressive item representations. Since KG can be considered a special type of graph, it is possible to use the graph neural network (GNN) to propagate the rich information contained in the KG into the item representation. Based on this idea, this paper proposes a recommendation method that uses KG as auxiliary information. The method first propagates the knowledge information in the KG using GNN to obtain a knowledge-rich item representation. Then the temporal features in the item sequence are extracted using a transformer for CTR prediction, namely the Knowledge Graph-Aware Deep Interest Extraction network (KGDIE). To evaluate the performance of this model, we conducted extensive experiments on two real datasets with different scenarios. The results showed that the KGDIE method could outperform several state-of-the-art baselines. The source code of our model is available at https://github.com/gylgyl123/kgdie.

A Lambda Layer-Based Convolutional Sequence Embedding Model for Click-Through Rate Prediction

In the era of intelligent economy, the click-through rate (CTR) prediction system can evaluate massive service information based on user historical information, and screen out the products that are most likely to be favored by users, thus realizing customized push of information and achieve the ultimate goal of improving economic benefits. Sequence modeling is one of the main research directions of CTR prediction models based on deep learning. The user's general interest hidden in the entire click history and the short-term interest hidden in the recent click behaviors have different influences on the CTR prediction results, which are highly important. In terms of capturing the user's general interest, existing models paid more attention to the relationships between item embedding vectors (point-level), while ignoring the relationships between elements in item embedding vectors (union-level). The Lambda layer-based Convolutional Sequence Embedding (LCSE) model proposed in this paper uses the Lambda layer to capture features from click history through weight distribution, and uses horizontal and vertical filters on this basis to learn the user's general preferences from union-level and point-level. In addition, we also incorporate the user's short-term preferences captured by the embedding-based convolutional model to further improve the prediction results. The AUC (Area Under Curve) values of the LCSE model on the datasets Electronic, Movie & TV and MovieLens are 0.870 7, 0.903 6 and 0.946 7, improving 0.45%, 0.36% and 0.07% over the Caser model, proving the effectiveness of our proposed model.

Improving CTR Prediction in Advertising with XGBoost

Click Through Rate (CTR) prediction is crucial in digital advertising for optimizing marketing strategies. This paper presents a review of significant contributions in this field, highlighting methodologies and findings from various studies. Pioneering research laid foundational groundwork for CTR estimation methods, while subsequent analyses explored the impact of ad types and design effects on user engagement. Utilization of data mining techniques and the proposal of advanced prediction models further enhanced CTR prediction accuracy. Additionally, this paper introduces our method utilizing XGBoost, a powerful ensemble learning algorithm, to address existing challenges and enhance CTR prediction accuracy. This review offers valuable insights for marketers aiming to optimize their advertising campaigns in the dynamic landscape of advertising.

Feature-Interaction-Enhanced Sequential Transformer for Click-Through Rate Prediction

Click-through rate (CTR) prediction plays a crucial role in online services and applications, such as online shopping and advertising. The performance of CTR prediction can have a direct impact on user experience and the revenue of the online platforms. For CTR prediction models, self-attention-based methods have been widely applied to this field. Recent works generally adopted the Transformer architecture, where the self-attention mechanism can capture the global dependencies of the user’s historical interactions and predict the next item. Despite the effectiveness of self-attention methods in modeling sequential user behaviors, most sequential recommenders hardly exploit feature interaction techniques to extract high-order feature combinations. In this paper, we propose a Feature-Interaction-Enhanced Sequence Model (FESeq), which integrates feature interaction and the sequential recommendation model in a cascading structure. Specifically, the interacting layer in FESeq is an automatic feature engineering step for the Transformer model. Then, we add a linear time interval embedding layer and a positional embedding layer to the Transformer in the sequence-refiner layer to learn both the time intervals and the position information in the user’s sequence behaviors. We also design an attention-based sequence pooling layer that can model the relevance of the user’s historical behaviors and the target item representation through scaled bilinear attention. Our experiments show that the proposed method beats all the baselines on both public and industrial datasets.

Generalize for Future: Slow and Fast Trajectory Learning for CTR Prediction

Deep neural networks (DNNs) have achieved significant advancements in click-through rate (CTR) prediction by demonstrating strong generalization on training data. However, in real-world scenarios, the assumption of independent and identically distributed (i.i.d.) conditions, which is fundamental to this problem, is often violated due to temporal distribution shifts. This violation can lead to suboptimal model performance when optimizing empirical risk without access to future data, resulting in overfitting on the training data and convergence to a single sharp minimum. To address this challenge, we propose a novel model updating framework called Slow and Fast Trajectory Learning (SFTL) network. SFTL aims to mitigate the discrepancy between past and future domains while quickly adapting to recent changes in small temporal drifts. This mechanism entails two interactions among three complementary learners: (i) the Working Learner, which updates model parameters using modern optimizers (e.g., Adam, Adagrad) and serves as the primary learner in the recommendation system, (ii) the Slow Learner, which is updated in each temporal domain by directly assigning the model weights of the working learner, and (iii) the Fast Learner, which is updated in each iteration by assigning exponentially moving average weights of the working learner. Additionally, we propose a novel rank-based trajectory loss to facilitate interaction between the working learner and trajectory learner, aiming to adapt to temporal drift and enhance performance in the current domain compared to the past. We provide theoretical understanding and conduct extensive experiments on real-world CTR prediction datasets to validate the effectiveness and efficiency of SFTL in terms of both convergence speed and model performance. The results demonstrate the superiority of SFTL over existing approaches.

AT4CTR: Auxiliary Match Tasks for Enhancing Click-Through Rate Prediction

Click-through rate (CTR) prediction is a vital task in industrial recommendation systems. Most existing methods focus on the network architecture design of the CTR model for better accuracy and suffer from the data sparsity problem. Especially in industrial recommendation systems, the widely applied negative sample down-sampling technique due to resource limitation worsens the problem, resulting in a decline in performance. In this paper, we propose Auxiliary Match Tasks for enhancing Click-Through Rate (AT4CTR) prediction accuracy by alleviating the data sparsity problem. Specifically, we design two match tasks inspired by collaborative filtering to enhance the relevance modeling between user and item. As the "click" action is a strong signal which indicates the user's preference towards the item directly, we make the first match task aim at pulling closer the representation between the user and the item regarding the positive samples. Since the user's past click behaviors can also be treated as the user him/herself, we apply the next item prediction as the second match task. For both the match tasks, we choose the InfoNCE as their loss function. The two match tasks can provide meaningful training signals to speed up the model's convergence and alleviate the data sparsity. We conduct extensive experiments on one public dataset and one large-scale industrial recommendation dataset. The result demonstrates the effectiveness of the proposed auxiliary match tasks. AT4CTR has been deployed in the real industrial advertising system and has gained remarkable revenue.

Multi-Domain Deep Learning from a Multi-View Perspective for Cross-Border E-commerce Search

Building click-through rate (CTR) and conversion rate (CVR) prediction models for cross-border e-commerce search requires modeling the correlations among multi-domains. Existing multi-domain methods would suffer severely from poor scalability and low efficiency when number of domains increases. To this end, we propose a Domain-Aware Multi-view mOdel (DAMO), which is domain-number-invariant, to effectively leverage cross-domain relations from a multi-view perspective. Specifically, instead of working in the original feature space defined by different domains, DAMO maps everything to a new low-rank multi-view space. To achieve this, DAMO firstly extracts multi-domain features in an explicit feature-interactive manner. These features are parsed to a multi-view extractor to obtain view-invariant and view-specific features. Then a multi-view predictor inputs these two sets of features and outputs view-based predictions. To enforce view-awareness in the predictor, we further propose a lightweight view-attention estimator to dynamically learn the optimal view-specific weights w.r.t. a view-guided loss. Extensive experiments on public and industrial datasets show that compared with state-of-the-art models, our DAMO achieves better performance with lower storage and computational costs. In addition, deploying DAMO to a large-scale cross-border e-commence platform leads to 1.21%, 1.76%, and 1.66% improvements over the existing CGC-based model in the online AB-testing experiment in terms of CTR, CVR, and Gross Merchandises Value, respectively.

Fusion of GBDT and neural network for click-through rate estimation

Aiming at the issue that the current click-through rate prediction methods ignore the varying impacts of different input features on prediction accuracy and exhibit low accuracy when dealing with large-scale data, a click-through rate prediction method (GBIFM) which combines Gradient Boosting Decision Tree (GBDT) and Input-aware Factorization Machine (IFM) is proposed in this paper. The proposed GBIFM method employs GBDT for data processing, which can flexibly handle various types of data without the need for one-hot encoding of discrete features. An Input-aware strategy is introduced to refine the weight vector and embedding vector of each feature for different instances, adaptively learning the impact of each input vector on feature representation. Furthermore, a fully connected network is incorporated to capture high-order features in a non-linear manner, enhancing the method’s ability to express and generalize complex structured data. A comprehensive experiment is conducted on the Criteo and Avazu datasets, the results show that compared to typical methods such as DeepFM, AFM, and IFM, the proposed method GBIFM can increase the AUC value by 10% –12% and decrease the Logloss value by 6% –20%, effectively improving the accuracy of click-through rate prediction.

TMH: Two-Tower Multi-Head Attention neural network for CTR prediction.

Click-through rate (CTR) prediction is a term used to predict the probability of a user clicking on an ad or item and has become a popular research area in advertising. As the volume of Internet data increases, the labor costs of traditional feature engineering continue to rise. To reduce the dependence on feature interactions, this paper proposes a fusion model that combines explicit and implicit feature interactions, called the Two-Tower Multi-Head Attention Neural Network (TMH) approach. The model integrates multiple components such as multi-head attention, residual network, and deep neural networks into an end-to-end model that automatically obtains vector-level combinations of explicit and implicit features to predict click-through rates through higher-order explicit and implicit interactions. We evaluated the effectiveness of TMH in CTR prediction through numerous experiments using three real datasets. The results demonstrate that our proposed method not only outperforms existing prediction methods but also offers good interpretability.

Causal Inference in Recommender Systems: A Survey and Future Directions

Recommender systems have become crucial in information filtering nowadays. Existing recommender systems extract user preferences based on the correlation in data, such as behavioral correlation in collaborative filtering, feature-feature, or feature-behavior correlation in click-through rate prediction. However, unfortunately, the real world is driven by causality , not just correlation, and correlation does not imply causation. For instance, recommender systems might recommend a battery charger to a user after buying a phone, where the latter can serve as the cause of the former; such a causal relation cannot be reversed. Recently, to address this, researchers in recommender systems have begun utilizing causal inference to extract causality, thereby enhancing the recommender system. In this survey, we offer a comprehensive review of the literature on causal inference-based recommendation. Initially, we introduce the fundamental concepts of both recommender system and causal inference as the foundation for subsequent content. We then highlight the typical issues faced by non-causality recommender system. Following that, we thoroughly review the existing work on causal inference-based recommender systems, based on a taxonomy of three-aspect challenges that causal inference can address. Finally, we discuss the open problems in this critical research area and suggest important potential future works.

Click-through rate prediction based on feature interaction and behavioral sequence

Click-through rate prediction based on feature interaction and behavioral sequence

It’s Not Always about Wide and Deep Models: Click-Through Rate Prediction with a Customer Behavior-Embedding Representation

Alongside natural language processing and computer vision, large learning models have found their way into e-commerce. Especially, for recommender systems and click-through rate prediction, these models have shown great predictive power. In this work, we aim to predict the probability that a customer will click on a given recommendation, given only its current session. Therefore, we propose a two-stage approach consisting of a customer behavior-embedding representation and a recurrent neural network. In the first stage, we train a self-supervised skip-gram embedding on customer activity data. The resulting embedding representation is used in the second stage to encode the customer sequences which are then used as input to the learning model. Our proposed approach diverges from the prevailing trend of utilizing extensive end-to-end models for click-through rate prediction. The experiments, which incorporate a real-world industrial use case and a widely used as well as openly available benchmark dataset, demonstrate that our approach outperforms the current state-of-the-art models. Our approach predicts customers’ click intention with an average F1 accuracy of 94% for the industrial use case which is one percentage point higher than the state-of-the-art baseline and an average F1 accuracy of 79% for the benchmark dataset, which outperforms the best tested state-of-the-art baseline by more than seven percentage points. The results show that, contrary to current trends in that field, large end-to-end models are not always needed. The analysis of our experiments suggests that the reason for the performance of our approach is the self-supervised pre-trained embedding of customer behavior that we use as the customer representation.