A Deep Prediction Network for Understanding Advertiser Intent and Satisfaction

by   Liyi Guo, et al.

For e-commerce platforms such as Taobao and Amazon, advertisers play an important role in the entire digital ecosystem: their behaviors explicitly influence users' browsing and shopping experience; more importantly, advertiser's expenditure on advertising constitutes a primary source of platform revenue. Therefore, providing better services for advertisers is essential for the long-term prosperity for e-commerce platforms. To achieve this goal, the ad platform needs to have an in-depth understanding of advertisers in terms of both their marketing intents and satisfaction over the advertising performance, based on which further optimization could be carried out to service the advertisers in the correct direction. In this paper, we propose a novel Deep Satisfaction Prediction Network (DSPN), which models advertiser intent and satisfaction simultaneously. It employs a two-stage network structure where advertiser intent vector and satisfaction are jointly learned by considering the features of advertiser's action information and advertising performance indicators. Experiments on an Alibaba advertisement dataset and online evaluations show that our proposed DSPN outperforms state-of-the-art baselines and has stable performance in terms of AUC in the online environment. Further analyses show that DSPN not only predicts advertisers' satisfaction accurately but also learns an explainable advertiser intent, revealing the opportunities to optimize the advertising performance further.


page 1

page 2

page 3

page 4


We Know What You Want: An Advertising Strategy Recommender System for Online Advertising

Advertising expenditures have become the major source of revenue for e-c...

Jointly Learning to Recommend and Advertise

Online recommendation and advertising are two major income channels for ...

Blending Advertising with Organic Content in E-Commerce: A Virtual Bids Optimization Approach

In e-commerce platforms, sponsored and non-sponsored content are jointly...

Multimodal and Contrastive Learning for Click Fraud Detection

Advertising click fraud detection plays one of the vital roles in curren...

Spending Money Wisely: Online Electronic Coupon Allocation based on Real-Time User Intent Detection

Online electronic coupon (e-coupon) is becoming a primary tool for e-com...

CIA-Towards a Unified Marketing Optimization Framework for e-Commerce Sponsored Search

As the largest e-commerce platform, Taobao helps advertisers reach billi...

Learning to Infer User Hidden States for Online Sequential Advertising

To drive purchase in online advertising, it is of the advertiser's great...