Cost per click is a common metric to judge digital advertising campaign performance. In this paper we discuss an approach that generates a feature targeting recommendation to optimise cost per click. We also discuss a technique to assign bid prices to features without compromising on the number of features recommended. Our approach utilises impression and click stream data sets corresponding to real time auctions that we have won. The data contains information about device type, website, RTB Exchange ID. We leverage data across all campaigns that we have access to while ensuring that recommendations are sensitive to both individual campaign level features and globally well performing features as well. We model Bid recommendation around the hypothesis that a click is a Bernoulli trial and click stream follows Binomial distribution which is then updated based on live performance ensuring week over week improvement. This approach has been live tested over 10 weeks across 5 campaigns. We see Cost per click gains of 16-60% and click through rate improvement of 42-137%. At the same time, the campaign delivery was competitive.
Momentum method has been used extensively in optimizers for deep learning. Recent studies show that distributed training through K-step averaging has many nice properties. We propose a momentum method for such model averaging approaches. At each individual learner level traditional stochastic gradient is applied. At the meta-level (global learner level), one momentum term is applied and we call it block momentum. We analyze the convergence and scaling properties of such momentum methods. Our experimental results show that block momentum not only accelerates training, but also achieves better results.
We consider the problem of maximizing the Nash social welfare when allocating a set $\mathcal{G}$ of indivisible goods to a set $\mathcal{N}$ of agents. We study instances, in which all agents have 2-value additive valuations: The value of every agent $i \in \mathcal{N}$ for every good $j \in \mathcal{G}$ is $v_{ij} \in \{p,q\}$, for $p,q \in \mathbb{N}$, $p \le q$. Maybe surprisingly, we design an algorithm to compute an optimal allocation in polynomial time if $p$ divides $q$, i.e., when $p=1$ and $q \in \mathbb{N}$ after appropriate scaling. The problem is \classNP-hard whenever $p$ and $q$ are coprime and $p \ge 3$. In terms of approximation, we present positive and negative results for general $p$ and $q$. We show that our algorithm obtains an approximation ratio of at most 1.0345. Moreover, we prove that the problem is \classAPX-hard, with a lower bound of $1.000015$ achieved at $p/q = 4/5$.
When developing a new networking algorithm, it is established practice to run a randomized experiment, or A/B test, to evaluate its performance. In an A/B test, traffic is randomly allocated between a treatment group, which uses the new algorithm, and a control group, which uses the existing algorithm. However, because networks are congested, both treatment and control traffic compete against each other for resources in a way that biases the outcome of these tests. This bias can have a surprisingly large effect; for example, in lab A/B tests with two widely used congestion control algorithms, the treatment appeared to deliver 150% higher throughput when used by a few flows, and 75% lower throughput when used by most flows-despite the fact that the two algorithms have identical throughput when used by all traffic. Beyond the lab, we show that A/B tests can also be biased at scale. In an experiment run in cooperation with Netflix, estimates from A/B tests mistake the direction of change of some metrics, miss changes in other metrics, and overestimate the size of effects. We propose alternative experiment designs, previously used in online platforms, to more accurately evaluate new algorithms and allow experimenters to better understand the impact of congestion on their tests.
The idea of social advertising (or social promotion) is to select a group of influential individuals (a.k.a \emph{seeds}) to help promote some products or ideas through an online social networks. There are two major players in the social advertising ecosystem: advertiser and platform. The platform sells viral engagements such as "like"s to advertisers by inserting their ads into the feed of seeds. These seeds receive monetary incentives from the platform in exchange for their participation in the social advertising campaign. Once an ad is engaged by a follower of some seed, the platform receives a fixed amount of payment, called cost per engagement, from the advertiser. The ad could potentially attract more engagements from followers' followers and trigger a viral contagion. At the beginning of a campaign, the advertiser submits a budget to the platform and this budget can be used for two purposes: recruiting seeds and paying for the viral engagements generated by the seeds. Note that the first part of payment goes to the seeds and the latter one is the actual revenue collected by the platform. In this setting, the problem for the platform is to recruit a group of seeds such that she can collect the largest possible amount of revenue subject to the budget constraint. We formulate this problem as a seed selection problem whose objective function is non-monotone and it might take on negative values, making existing results on submodular optimization and influence maximization not applicable to our setting. We study this problem under both non-adaptive and adaptive settings. Although we focus on social advertising in this paper, our results apply to any optimization problems whose objective function is the expectation of the minimum of a stochastic submodular function and a linear function.
Advertising expenditures have become the major source of revenue for e-commerce platforms. Providing good advertising experiences for advertisers through reducing their costs of trial and error for discovering the optimal advertising strategies is crucial for the long-term prosperity of online advertising. To achieve this goal, the advertising platform needs to identify the advertisers' marketing objectives, and then recommend the corresponding strategies to fulfill this objective. In this work, we first deploy a prototype of strategy recommender system on Taobao display advertising platform, recommending bid prices and targeted users to advertisers. We further augment this prototype system by directly revealing the advertising performance, and then infer the advertisers' marketing objectives through their adoptions of different recommending advertising performance. We use the techniques from context bandit to jointly learn the advertisers' marketing objectives and the recommending strategies. Online evaluations show that the designed advertising strategy recommender system can optimize the advertisers' advertising performance and increase the platform's revenue. Simulation experiments based on Taobao online bidding data show that the designed contextual bandit algorithm can effectively optimize the strategy adoption rate of advertisers.
Adversarial attack is a technique for deceiving Machine Learning (ML) models, which provides a way to evaluate the adversarial robustness. In practice, attack algorithms are artificially selected and tuned by human experts to break a ML system. However, manual selection of attackers tends to be sub-optimal, leading to a mistakenly assessment of model security. In this paper, a new procedure called Composite Adversarial Attack (CAA) is proposed for automatically searching the best combination of attack algorithms and their hyper-parameters from a candidate pool of \textbf{32 base attackers}. We design a search space where attack policy is represented as an attacking sequence, i.e., the output of the previous attacker is used as the initialization input for successors. Multi-objective NSGA-II genetic algorithm is adopted for finding the strongest attack policy with minimum complexity. The experimental result shows CAA beats 10 top attackers on 11 diverse defenses with less elapsed time (\textbf{6 $\times$ faster than AutoAttack}), and achieves the new state-of-the-art on $l_{\infty}$, $l_{2}$ and unrestricted adversarial attacks.
While existing work in robust deep learning has focused on small pixel-level $\ell_p$ norm-based perturbations, this may not account for perturbations encountered in several real world settings. In many such cases although test data might not be available, broad specifications about the types of perturbations (such as an unknown degree of rotation) may be known. We consider a setup where robustness is expected over an unseen test domain that is not i.i.d. but deviates from the training domain. While this deviation may not be exactly known, its broad characterization is specified a priori, in terms of attributes. We propose an adversarial training approach which learns to generate new samples so as to maximize exposure of the classifier to the attributes-space, without having access to the data from the test domain. Our adversarial training solves a min-max optimization problem, with the inner maximization generating adversarial perturbations, and the outer minimization finding model parameters by optimizing the loss on adversarial perturbations generated from the inner maximization. We demonstrate the applicability of our approach on three types of naturally occurring perturbations -- object-related shifts, geometric transformations, and common image corruptions. Our approach enables deep neural networks to be robust against a wide range of naturally occurring perturbations. We demonstrate the usefulness of the proposed approach by showing the robustness gains of deep neural networks trained using our adversarial training on MNIST, CIFAR-10, and a new variant of the CLEVR dataset.
Modern online advertising systems inevitably rely on personalization methods, such as click-through rate (CTR) prediction. Recent progress in CTR prediction enjoys the rich representation capabilities of deep learning and achieves great success in large-scale industrial applications. However, these methods can suffer from lack of exploration. Another line of prior work addresses the exploration-exploitation trade-off problem with contextual bandit methods, which are less studied in the industry recently due to the difficulty in extending their flexibility with deep models. In this paper, we propose a novel Deep Uncertainty-Aware Learning (DUAL) method to learn deep CTR models based on Gaussian processes, which can provide efficient uncertainty estimations along with the CTR predictions while maintaining the flexibility of deep neural networks. By linking the ability to estimate predictive uncertainties of DUAL to well-known bandit algorithms, we further present DUAL-based Ad-ranking strategies to boost up long-term utilities such as the social welfare in advertising systems. Experimental results on several public datasets demonstrate the effectiveness of our methods. Remarkably, an online A/B test deployed in the Alibaba display advertising platform shows an $8.2\%$ social welfare improvement and an $8.0\%$ revenue lift.
In many applications, such as recommender systems, online advertising, and product search, click-through rate (CTR) prediction is a critical task, because its accuracy has a direct impact on both platform revenue and user experience. In recent years, with the prevalence of deep learning, CTR prediction has been widely studied in both academia and industry, resulting in an abundance of deep CTR models. Unfortunately, there is still a lack of a standardized benchmark and uniform evaluation protocols for CTR prediction. This leads to the non-reproducible and even inconsistent experimental results among these studies. In this paper, we present an open benchmark (namely FuxiCTR) for reproducible research and provide a rigorous comparison of different models for CTR prediction. Specifically, we ran over 4,600 experiments for a total of more than 12,000 GPU hours in a uniform framework to re-evaluate 24 existing models on two widely-used datasets, Criteo and Avazu. Surprisingly, our experiments show that many models have smaller differences than expected and sometimes are even inconsistent with what reported in the literature. We believe that our benchmark could not only allow researchers to gauge the effectiveness of new models conveniently, but also share some good practices to fairly compare with the state of the arts. We will release all the code and benchmark settings.
Deep neural networks (DNNs) have been found to be vulnerable to adversarial examples resulting from adding small-magnitude perturbations to inputs. Such adversarial examples can mislead DNNs to produce adversary-selected results. Different attack strategies have been proposed to generate adversarial examples, but how to produce them with high perceptual quality and more efficiently requires more research efforts. In this paper, we propose AdvGAN to generate adversarial examples with generative adversarial networks (GANs), which can learn and approximate the distribution of original instances. For AdvGAN, once the generator is trained, it can generate adversarial perturbations efficiently for any instance, so as to potentially accelerate adversarial training as defenses. We apply AdvGAN in both semi-whitebox and black-box attack settings. In semi-whitebox attacks, there is no need to access the original target model after the generator is trained, in contrast to traditional white-box attacks. In black-box attacks, we dynamically train a distilled model for the black-box model and optimize the generator accordingly. Adversarial examples generated by AdvGAN on different target models have high attack success rate under state-of-the-art defenses compared to other attacks. Our attack has placed the first with 92.76% accuracy on a public MNIST black-box attack challenge.