node2bits: Compact Time- and Attribute-aware Node Representations for User Stitching
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Identity stitching, the task of identifying and matching various online references (e.g., sessions over different devices and timespans) to the same user in real-world web services, is crucial for personalization and recommendations. However, traditional user stitching approaches, such as grouping or blocking, require quadratic pairwise comparisons between a massive number of user activities, thus posing both computational and storage challenges. Recent works, which are often application-specific, heuristically seek to reduce the amount of comparisons, but they suffer from low precision and recall. To solve the problem in an application-independent way, we take a heterogeneous network-based approach in which users (nodes) interact with content (e.g., sessions, websites), and may have attributes (e.g., location). We propose node2bits, an efficient framework that represents multi-dimensional features of node contexts with binary hashcodes. node2bits leverages feature-based temporal walks to encapsulate short- and long-term interactions between nodes in heterogeneous web networks, and adopts SimHash to obtain compact, binary representations and avoid the quadratic complexity for similarity search. Extensive experiments on large-scale real networks show that node2bits outperforms traditional techniques and existing works that generate real-valued embeddings by up to 5.16 taking only up to 1.56
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