论文标题

点击率预测的深度意图感知网络

Deep Intention-Aware Network for Click-Through Rate Prediction

论文作者

Xia, Yaxian, Cao, Yi, Hu, Sihao, Liu, Tong, Lu, Lingling

论文摘要

电子商务平台为客户提供了可以满足其特定购物需求的迷你应用程序的入口。入口图标上显示的触发项目可能会吸引更多的输入。但是,传统的点击率速率(CTR)预测模型忽略用户对触发物品的即时兴趣,无法将其应用于Mini-Apps(TIRA)中的新推荐方案。此外,由于客户对迷你应用程序的粘性高度,我们认为过度强调触发物品重要性的现有基于触发的方法是不希望的,因为很大一部分客户参赛作品是因为它们具有常规的购物习惯,而不是触发者。我们确定TIRA的关键是提取客户的个性化输入意图,并根据此意图权衡触发器的影响。为了实现这一目标,我们将TIRA的CTR预测转换为单独的估计表格,并具有三个关键要素的深度意图感知网络(DIAN):1)估计用户输入意图的意图网,即他/她是否受到触发器的影响,还是受习惯的影响; 2)触发网络和3)估计CTR的无触发网络分别是触发信息和小型应用程序。按照联合学习方式,戴安(Dian)可以准确地预测用户意图,并根据估计意图动态平衡无触发和基于触发的建议的结果。实验表明,戴安(Dian)在大型现实数据集中提高了最先进的表现,并为陶巴(Tamobao)著名的迷你应用Juhuasuan带来了9.39%的在线项目页面视图和4.74%的CTR。

E-commerce platforms provide entrances for customers to enter mini-apps that can meet their specific shopping requirements. Trigger items displayed on entrance icons can attract more entering. However, conventional Click-Through-Rate (CTR) prediction models, which ignore user instant interest in trigger item, fail to be applied to the new recommendation scenario dubbed Trigger-Induced Recommendation in Mini-Apps (TIRA). Moreover, due to the high stickiness of customers to mini-apps, we argue that existing trigger-based methods that over-emphasize the importance of trigger items, are undesired for TIRA, since a large portion of customer entries are because of their routine shopping habits instead of triggers. We identify that the key to TIRA is to extract customers' personalized entering intention and weigh the impact of triggers based on this intention. To achieve this goal, we convert CTR prediction for TIRA into a separate estimation form, and present Deep Intention-Aware Network (DIAN) with three key elements: 1) Intent Net that estimates user's entering intention, i.e., whether he/she is affected by the trigger or by the habits; 2) Trigger-Aware Net and 3) Trigger-Free Net that estimate CTRs given user's intention is to the trigger-item and the mini-app respectively. Following a joint learning way, DIAN can both accurately predict user intention and dynamically balance the results of trigger-free and trigger-based recommendations based on the estimated intention. Experiments show that DIAN advances state-of-the-art performance in a large real-world dataset, and brings a 9.39% lift of online Item Page View and 4.74% CTR for Juhuasuan, a famous mini-app of Taobao.

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