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arXiv · 2312.01295

Two-stage dynamic creative optimization under sparse ambiguous samples for e-commerce advertising

Guandong Li·Xian Yang
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Abstract

Ad creative is one of the main mediums for e-commerce advertising. In our approach we decouple this dynamic creative optimization into two stages, a cascaded structure that can trade off between effectiveness and efficiency. In the first stage, we train an automatic creative optimization architecture based on autoco to simulate complex interactions between creative elements. Although we obtained the ranking of different creatives under a sku, because we bucketed and merged historical data according to periods, this confuses the ctr diversity of the same ad creatives on different days and weakens the ability to separate ambiguous samples. Therefore, we propose a transformer-based rerank model. With the help of the rank model, we propose a distillation method to learn the relative order of ideas and extract the ranking knowledge to guide the rerank learning. The creative order soft labels under each sku are generated by the rank model to alleviate the dilemma that a large number of under-represented creatives cannot obtain real labels. Through the knowledge diffusion of rerank, the ambiguous samples are associated with the positive and negative samples. Cascade rerank and autoco to output the estimated value of the synthetic ad image. In the second stage, we designed a bandit model, and the bandit selected one of the output ad of the first stage for timely delivery. Experimental results show that our method can outperform competing baselines in terms of sctr. Online A/B testing shows that our method improves ctr by 10% compared to the baseline.

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Guandong Li, Xian Yang. 2023-12-03. Two-stage dynamic creative optimization under sparse ambiguous samples for e-commerce advertising. https://arxiv.org/abs/2312.01295

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