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LOVF: Layered Organic View Fusion for Click-through Rate Prediction in Online Advertising

Published: 18 July 2023 Publication History

Abstract

Organic recommendation and advertising recommendation usually coexist on e-commerce platforms. In this paper, we study the problem of utilizing data from organic recommendation to reinforce click-through rate prediction in advertising scenarios from a multi-view learning perspective. We propose a novel method, termed LOVF (Layered Organic View Fusion). LOVF implements a multi-view fusion mechanism - for each advertising instance, LOVF derives deep representations layer-by-layer from the organic recommendation view and these deep representations are then fused into the corresponding vanilla representations of the advertising view. Extensive experiments across a variety of backbones demonstrate LOVF's generality, effectiveness and efficiency on a new real-world production dataset. The dataset encompasses data from both the organic recommendation and advertising scenarios. Notably, LOVF has been successfully deployed in the advertising recommender system of JD.com, which is one of the world's largest e-commerce platforms; online A/B testing shows that LOVF achieves impressive improvement on advertising clicks and revenue. Our code and dataset are available at https://github.com/adsturing/lovf for facilitating further research.

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  • (2024)ROI constrained optimal online allocation in sponsored searchScientific Reports10.1038/s41598-024-77506-314:1Online publication date: 29-Oct-2024

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    cover image ACM Conferences
    SIGIR '23: Proceedings of the 46th International ACM SIGIR Conference on Research and Development in Information Retrieval
    July 2023
    3567 pages
    ISBN:9781450394086
    DOI:10.1145/3539618
    This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike International 4.0 License.

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    Published: 18 July 2023

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    1. click-through rate prediction
    2. online advertising
    3. recommendation

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    • (2024)ROI constrained optimal online allocation in sponsored searchScientific Reports10.1038/s41598-024-77506-314:1Online publication date: 29-Oct-2024

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