Deep Situation-Aware Interaction Network for Click-Through Rate Prediction

User behavior sequence modeling plays a significant role in Click-Through Rate (CTR) prediction on e-commerce platforms. Except for the interacted items, user behaviors contain rich interaction information, such as the behavior type, time, location, etc. However, so far, the information related to user behaviors has not yet been fully exploited. In the paper, we propose the concept of a situation and situational features for distinguishing interaction behaviors and then design a CTR model named Deep Situation-Aware Interaction Network (DSAIN). DSAIN first adopts the reparameterization trick to reduce noise in the original user behavior sequences. Then it learns the embeddings of situational features by feature embedding parameterization and tri-directional correlation fusion. Finally, it obtains the embedding of behavior sequence via heterogeneous situation aggregation. We conduct extensive offline experiments on three real-world datasets. Experimental results demonstrate the superiority of the proposed DSAIN model. More importantly, DSAIN has increased the CTR by 2.70\%, the CPM by 2.62\%, and the GMV by 2.16\% in the online A/B test. Now, DSAIN has been deployed on the Meituan food delivery platform and serves the main traffic of the Meituan takeout app.

A Deep Behavior Path Matching Network for Click-Through Rate Prediction

User behaviors on an e-commerce app not only contain different kinds of feedback on items but also sometimes imply the cognitive clue of the user's decision-making. For understanding the psychological procedure behind user decisions, we present the behavior path and propose to match the user's current behavior path with historical behavior paths to predict user behaviors on the app. Further, we design a deep neural network for behavior path matching and solve three difficulties in modeling behavior paths: sparsity, noise interference, and accurate matching of behavior paths. In particular, we leverage contrastive learning to augment user behavior paths, provide behavior path self-activation to alleviate the effect of noise, and adopt a two-level matching mechanism to identify the most appropriate candidate. Our model shows excellent performance on two real-world datasets, outperforming the state-of-the-art CTR model. Moreover, our model has been deployed on the Meituan food delivery platform and has accumulated 1.6% improvement in CTR and 1.8% improvement in advertising revenue.