Live Session
Chamber of Commerce
Poster
17 Oct
 
8:00
CEST
Thursday Posters
Add Session to Calendar 2024-10-17 08:00 am 2024-10-17 05:10 pm Europe/Rome Thursday Posters Thursday Posters is taking place on the RecSys Hub. Https://recsyshub.org
Research

AIE: Auction Information Enhanced Framework for CTR Prediction in Online Advertising

View on ACM Digital Library

Yang Yang (Huawei Noah’s Ark Lab), Bo Chen (Huawei Noah's Ark Lab), Chenxu Zhu (Huawei Noah’s Ark Lab), Menghui Zhu (Huawei Noah’s Ark Lab), Xinyi Dai (Huawei Noah Ark's Lab), Huifeng Guo (Huawei Noah Ark's Lab), Muyu Zhang (Huawei Noah Ark's Lab), Zhenhua Dong (Huawei Noah Ark's Lab) and Ruiming Tang (Huawei Noah Ark's Lab)

View Paper PDFView Poster
Abstract

Click-Through Rate (CTR) prediction is a fundamental technique for online advertising recommendation and the complex online competitive auction process also brings many difficulties to CTR optimization. Recent studies have shown that introducing posterior auction information contributes to the performance of CTR prediction. However, existing work doesn’t fully capitalize on the benefits of auction information and overlooks the data bias brought by the auction, leading to biased and suboptimal results. To address these limitations, we propose Auction Information Enhanced Framework (AIE) for CTR prediction in online advertising, which delves into the problem of insufficient utilization of auction signals and first reveals the auction bias. Specifically, AIE introduces two pluggable modules, namely Adaptive Market-price AuxiliaryModule (AM2) and Bid Calibration Module (BCM), which work collaboratively to excavate the posterior auction signals better and enhance the performance of CTR prediction. Furthermore, the two proposed modules are lightweight, model-agnostic and friendly to inference latency. Extensive experiments are conducted on a public dataset and an industrial dataset to demonstrate the effectiveness and compatibility of AIE. Besides, a one-month online A/B test in a large-scale advertising platform shows that AIE improves the base model by 5.76% and 2.44% in terms of eCPM and CTR, respectively.

Join the Conversation

Head to Slido and select the paper's assigned session to join the live discussion.

Conference Agenda

View Full Agenda →
No items found.