GACE: Learning Graph-Based Cross-Page Ads Embedding For Click-Through Rate Prediction

Predicting click-through rate (CTR) is the core task of many ads online recommendation systems, which helps improve user experience and increase platform revenue. In this type of recommendation system, we often encounter two main problems: the joint usage of multi-page historical advertising data and the cold start of new ads. In this paper, we proposed GACE, a graph-based cross-page ads embedding generation method. It can warm up and generate the representation embedding of cold-start and existing ads across various pages. Specifically, we carefully build linkages and a weighted undirected graph model considering semantic and page-type attributes to guide the direction of feature fusion and generation. We designed a variational auto-encoding task as pre-training module and generated embedding representations for new and old ads based on this task. The results evaluated in the public dataset AliEC from RecBole and the real-world industry dataset from Alipay show that our GACE method is significantly superior to the SOTA method. In the online A/B test, the click-through rate on three real-world pages from Alipay has increased by 3.6%, 2.13%, and 3.02%, respectively. Especially in the cold-start task, the CTR increased by 9.96%, 7.51%, and 8.97%, respectively.

Transaction Fraud Detection Using GRU-centered Sandwich-structured Model

Rapid growth of modern technologies such as internet and mobile computing are bringing dramatically increased e-commerce payments, as well as the explosion in transaction fraud. Meanwhile, fraudsters are continually refining their tricks, making rule-based fraud detection systems difficult to handle the ever-changing fraud patterns. Many data mining and artificial intelligence methods have been proposed for identifying small anomalies in large transaction data sets, increasing detecting efficiency to some extent. Nevertheless, there is always a contradiction that most methods are irrelevant to transaction sequence, yet sequence-related methods usually cannot learn information at single-transaction level well. In this paper, a new "within->between->within" sandwich-structured sequence learning architecture has been proposed by stacking an ensemble method, a deep sequential learning method and another top-layer ensemble classifier in proper order. Moreover, attention mechanism has also been introduced in to further improve performance. Models in this structure have been manifested to be very efficient in scenarios like fraud detection, where the information sequence is made up of vectors with complex interconnected features.