A New Information-Theoretic Method for Advertisement Conversion Rate Prediction for Large-Scale Sparse Data Based on Deep Learning

With the development of online advertising technology, the accurate targeted advertising based on user preferences is obviously more suitable both for the market and users. The amount of conversion can be properly increased by predicting the user’s purchasing intention based on the advertising Conversion Rate (CVR). According to the high-dimensional and sparse characteristics of the historical behavior sequences, this paper proposes a LSLM_LSTM model, which is for the advertising CVR prediction based on large-scale sparse data. This model aims at minimizing the loss, utilizing the Adaptive Moment Estimation (Adam) optimization algorithm to mine the nonlinear patterns hidden in the data automatically. Through the experimental comparison with a variety of typical CVR prediction models, it is found that the proposed LSLM_LSTM model can utilize the time series characteristics of user behavior sequences more effectively, as well as mine the potential relationship hidden in the features, which brings higher accuracy and trains faster compared to those with consideration of only low or high order features.

Recommendation Based on Users’ Long-Term and Short-Term Interests with Attention

Recommendations based on user behavior sequences are becoming more and more common. Some studies consider user behavior sequences as interests directly, ignoring the mining and representation of implicit features. However, user behaviors contain a lot of information, such as consumption habits and dynamic preferences. In order to better locate user interests, this paper proposes a Bi-GRU neural network with attention to model user’s long-term historical preferences and short-term consumption motivations. First, a Bi-GRU network is established to solve the long-term dependence problem in sequences, and attention mechanism is introduced to capture user interest changes related to the target item. Then, user’s short-term interaction trajectory based on self-attention is modeled to distinguish the importance of each potential feature. Finally, combined with long-term and short-term interests, the next behavior is predicted. We conducted extensive experiments on Amazon and MovieLens datasets. The experimental results demonstrate that the proposed model outperforms current state-of-the-art models in Recall and NDCG indicators. Especially in MovieLens dataset, compared with other RNN-based models, our proposed model improved at least 2.32% at Recall@20, which verifies the effectiveness of modeling long-term and short-term interest of users, respectively.

Deep Session Interest Network for Click-Through Rate Prediction

Click-Through Rate (CTR) prediction plays an important role in many industrial applications, such as online advertising and recommender systems. How to capture users' dynamic and evolving interests from their behavior sequences remains a continuous research topic in the CTR prediction. However, most existing studies overlook the intrinsic structure of the sequences: the sequences are composed of sessions, where sessions are user behaviors separated by their occurring time. We observe that user behaviors are highly homogeneous in each session, and heterogeneous cross sessions. Based on this observation, we propose a novel CTR model named Deep Session Interest Network (DSIN) that leverages users' multiple historical sessions in their behavior sequences. We first use self-attention mechanism with bias encoding to extract users' interests in each session. Then we apply Bi-LSTM to model how users' interests evolve and interact among sessions. Finally, we employ the local activation unit to adaptively learn the influences of various session interests on the target item. Experiments are conducted on both advertising and production recommender datasets and DSIN outperforms other state-of-the-art models on both datasets.