Deep Interest Network For Click-Through Rate Prediction

Authors:
Guorui Zhou Alibaba-inc
Xiaoqiang Zhu Alibaba-inc
Chengru Song alibaba-inc
Kun Gai alibaba-inc
Ying Fan alibaba-inc
Han Zhu alibaba
Xiao Ma alibaba-inc
Yanghui Yan alibaba-inc
Junqi Jin alibaba-inc
Han Li alibaba-inc

Introduction:

This paper studies Click-through rate prediction. The authors propose a novel model: Deep Interest Network (DIN) which designs a local activation unit to adaptively learn the representation of user interests from historical behaviors with respect to a certain ad.

Abstract:

Click-through rate prediction is an essential task in industrial applications, such as online advertising. Recently deep learning based models have been proposed, which follow a similar Embedding&MLP paradigm. In these methods large scale sparse input features are first mapped into low dimensional embedding vectors, and then transformed into fixed-length vectors in a group-wise manner, finally concatenated together to fed into a multilayer perceptron (MLP) to learn the nonlinear relations among features. In this way, user features are compressed into a fixed-length representation vector, in regardless of what candidate ads are. The use of fixed-length vector will be a bottleneck, which brings difficulty for Embedding&MLP methods to capture user’s diverse interests effectively from rich historical behaviors. In this paper, we propose a novel model: Deep Interest Network (DIN) which tackles this challenge by designing a local activation unit to adaptively learn the representation of user interests from historical behaviors with respect to a certain ad. This representation vector varies over different ads, improving the expressive ability of model greatly. Besides, we develop two techniques: mini-batch aware regularization and data adaptive activation function which can help training industrial deep networks with hundreds of millions of parameters. Experiments on two public datasets as well as an Alibaba real production dataset with over 2 billion samples demonstrate the effectiveness of proposed approaches, which achieve superior performance compared with state-of-the-art methods. DIN now has been successfully deployed in the online display advertising system in Alibaba, serving the main traffic.

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