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Hidden CRF with Distributed User Embeddings for Ad
Hidden CRF with Distributed User Embeddings for Ad Targeting Nemanja Djuric Vladan Radosavljevic Mihajlo Grbovic ICDM 2014 December 17th, 2014, in Shenzhen, China Narayan Bhamidipati Overview of the talk ¤ What and why? ¤ Methodology ¤ Distributed embeddings of user activities ¤ Hidden Conditional Random Fields ¤ Results ¤ Conclusion Introduction ¤ Millions of people visit Yahoo websites daily to search, read articles, check for email, … ¤ Targeted online ads: right time, right place, right person ¤ Improves online experience ¤ Brings benefits for both publishers and advertisers ¤ Problem: estimate users’ propensity to click on an ad or purchase an item Traditional approaches ¤ Problem is defined as a classification or a ranking task ¤ Learn a model based on: ¤ Demographic information ¤ Information aggregated over time based on activity history (e.g., pages visited, queries issued, ads viewed or clicked on, …) ¤ Immediate search queries ¤ However, actual sequence of user actions is not used Proposed approach ¤ We propose to infer user modes from a sequence of activities on a session level: shopper vs. non-shopper ¤ Increases the value of each shown ad ¤ Reduces the number of shown ads ¤ Example of a search sessions: time Label: shopper Label: Non-shopper Methodology: Data representation ¤ Many challenges ahead ¤ Sparsity (e.g., large activity space) ¤ Scalability (millions and millions of records) ¤ Embedding of user activities ¤ Sessionize a sequence of user activities s = (x1,…xT) session as a sentence “halloween city stores” “female star trek characters” “female star trek officers” “star trek officers uniform” activity as a word ¤ Low-dimensional activity representation using directed skipgram: activity xt represented as D dimensional vector Φ(xt) “halloween city stores” 1.2 0.1 3.7 -0.8 2.2 Methodology: Directed skip-gram undirected directed ¤ The directed skip-gram: maximizes log-probabilities of future activities xt+i given their preceding activity xt ¤ The model focuses on predicting subsequent activities instead of both past and future contexts Methodology: Hidden CRF ¤ We consider a task of inferring user modes: shopper vs. non-shopper Click session Non-click session ¤ Use HCRF to model user behavior ¤ Each activity assigned latent variable h ¤ Label: shopper vs. non-shopper Click session Methodology: Hidden CRF ¤ Hidden CRF models distribution compatibility of activity representations and hidden states compatibility between hidden state ht and session-level label y compatibility between neighboring hidden states and the label ¤ Training: maximize ¤ Inference: Experiments: Setup ¤ Activity representation learned on one month of Yahoo log data (October 2013) ¤ Vector dimension set to 100, window length to 5 ¤ Labeled data for HCRF ¤ Balanced set of ~500,000 click/non-click or purchase/nonpurchase sessions ¤ Minimum session length 5 ¤ Competing methods ¤ logistic regression, SVM (using average of vectors in session) ¤ HMM, CRF (each activity is labeled with session label) ¤ 5-fold crossvalidation Experiments: Activity embeddings ¤ Learned distributed activity representations give very intuitive results sleepware cumberbund ragg nightshirt epaulets snowboots rainboot windsuits bandeau carheart elbeco Shopper outerware kjus zipup marruci playball swater waering camoflague 14u neoprene wicking apparell snozu necklaces wwba stitching umbro knited unionbay embroided atheletic homerunmonkey sportwear danskin jackes dirtbags boxercraft umpiring laces polyester eastbay coaches southpole baskeyball scarfs pajamas sweatshirt cheerleading tights pitcher sweatshirts baseballexpress rebock athetic basketall coach duofold fleeces batting anorak bdu clothes fleece shirt personalized sweat hoodie denium wear yankees tunic shorts 8u satin underwear uniforms lace suits polo dodger marled baseballsavings sideline embellished hitting outfield tbs baggy towncraft volcom sequin jackets skirts zephyrs basebsll pitchers soccet sherling rosters zeroxposur vneck baseba tryouts soccor cardinal pajama tesm baskteball lole adidas ladies players shirts nike youth hat basketbal shearling rainout dressses caps tee playoff mlb mens sweaters denim soffee belts jerseys jeans volleyball payrolls flexfit turtleneck sneakers monag womans fauxvest athletic wool apparel clothing pants lacrosse tshirt jacket bibs orwall milb tops bats clothers wearing gloves knit team hats womens womes pasttime dakine undershirt streetwear bodysuits ciach uniform demin sleeve tournament compression dodgers league softball highwaisted offseason drawstring slouchy tournaments slipper jacke sequins knitwear coats sweater glove armour poncho teams socks rainproof mocassins booties infield synchilla hoisery baketball newera ripstop bgsd laceup tracksuits sundevils obp Non-shopper ncyfl nahl nfhs nasl jersys homeplate baskball walkoff playmakers umpiring teams verlander redsoxs lineup pregame vipers autographs napoli benched televised cardinals doctoring ussaa fondy tennis northstars myfantasy gootball fcbl outfielders playoff belisario berra oaklands gnac basektball lohse 11u nhl playoffs softball team players fieldgoal baseman volleyball nyfl gomes fiotball xeno winless dodgers njbl scorebook ossaa catchers soccer series tigers pitates na3hl league whitesox orsillo fouls beane seris rolin mlbtv tourney fielding bat braves leggings camo cheer playoffs softshell trosky leuge ejections capgeek usfa payrolls authentics galarraga tampabayrays baseballl grizzles closers yadi scorers sklz llws iesa wins seies sports rays roster mlb xxlarge climawarm rinestones playoofs leadoff oants baskettball scraves rainsuit buttondown rouched tournements womend relacing sleveless nightwear bedazzle forwomen mocasins kaepa infielder nwba horsehide henleys fited ballparks sueded rinestone leater blackwatch jeggins rawling skilz sweather siccer hoddie shortsleeve socccer corderoy villeyball pennet kakis footnall jacet sundresses adias goretex clothings joggers singlet travelball chowdaheadz overal fleese seedings sportcoats camoflage xcvi unforms collarless rocawear polos cardnals broadcloth bseball smock clearence hitters customizable tearaway racerback bassball blingy streatch trouser clithes bownet leage piped rompers carhardt 59fifty epicsports retrosheet gortex jeggings 39thirty boardshorts 4xl njbl footballs affliction apperal snakeskin xersion hemmed bluejean tournment 2xlt rainboots lesther hoody bandits parkas sleave woens leagues cosch sizing basetball justbats umpires sleeveless nightgowns athelic gamechanger cloudveil denin mbl tournement sleeved realtree postseason sherpa jerserys talls pockets midweight soocer snapbacks cardigans shirs cufflink bathrobes adiddas rothco exofficio bball miken gymnastic didgers deerskin alfani moncler underarmor suspenders sweters 3xl ncls hosiery underarmour apparal sleves nens stargell striped maruccikavio corduroys kangol socer collared hooded shawls baseballs u12 nikebetterworld tracksuit packable rhinestones cardigan nightshirts risp lycra courderoy memorbilia wmens sweatbands duffle khaki faded gilden eteamz soffe leauge plaid billabong leauges flared pajams rolin ccyb wader pinstripetourny evoshield aparel unlined homeruns khakis strapback nctb dolman sweatsuit backpacks jegging clohing tees slugger baksetball ahirt basketballl shirting loungewear patagonia legging 13u shortstops gotem dressy cordoroy skort jounior cardinsls stirrup 4xlt thinsulate reversable dsquared2 denum authentics peacoat sanmar raincoat outerwear waisted boomba leotards orioles addidas 18u scrunchy workwear a2k wildcard scoreboards fansedge cubavera lvba dugouts windbreakers flounce mudcats hocket apparrel dryfit sleepwear tournments pitching beenies plad kerrits armbands pashminas lined skorts bodysuit mlbshop legwarmers hanes catchers undershirts bootd ejections merona sporthill appearal tailored shors tourament champsports fotoball xlarge tball fitted kickball swolbeaded knickers munsingwear 11u atheletics colorblock coogi bomber uniforn heathered redsox pant woolrich zipper drifitdickies ascots varisty pitches dugout mittens tanel longsleeve wpba headwear panys fleeced fashionable cinched microfleece tourn headbands xposur velour sweatband plade legue onesies boatneck sleevless shrit quilted bathrobe jacets mondetta neckties 3xlt tartan closeout 7xl ectb ruffle pullover mets baseall sweathers breifs phillies camoflouge techfit announcers 2xl straps baseballfirst primaloft briefs slacks blazers vests unitards slowpitch dogers reebox hitter blauer sportchalet basball alpinestar wonens fastpitch monogramed referre stiching carthart rvca houseshoes rulebook hocky memoribilia inseam slouch aagpbl avirex redsocks nflstore coldgear althletic atheltic headwraps xhilaration collegiate windproof leggins mossi pleather hoodies tornament faldo levis gramicci boombah nwt izod woven trousers jumpsuits duckhead lether warmupsgoalkeeper 5xlt occunomix appaman elastic unisex pullovers sunice kakhi mammut jumpsuit biketard raincoats lurex embroidered scarve aau trukfit goalie scrafs flannel tuxedo lightweight 5xl allstar cuffs varsity velcro cleats waist baseballl renegades coveralls tricot dickie onesie jersys teamwear trosky pennants u14 thermals tanktops sportcoat rhinestone flannels socce wimens infielders champro ecapcity spandex xsmall carhart zippered boyshorts activewear roater shoea warmuplidz sofball hightops cinch softbal swingman hypercool snapback sabermetrics longjohns upwave sportswear windshirt fingerless rockmount turtlenecks addias scarves northface overalls slub harriton mockneck 3n2 bullpen usabl gildan penant ribbed empyre camsports jerzee jacquard mvp kneepads akadema basebal walkoff footless womesn buttoned softballs leathet stripe shortstop batbusters sportsware rhinstone donruss raglan carharts juniors gabardine waistcoat nvtbl tunics sleaves sicks leotard athletech stiched kahki tshirts 16u yoth cropped caochappearl descente monogrammed nikes baceball housecoats romper shrts hatland stratomatic mizuno cloting womwns hatclub clinched shurt clothng cardnials scrimmage iscore velor lrg sweatpant chambray fannel brimmed blouses wcac onsie fanactics soccr dungarees ussaa appearel windstopper windbreaker carhartt houndstooth stitched robes fringed kickee worn beanies hosery demarini wallets leaugue astros spiritwear cothing usssa marlins soccar camaflouge juco nhlshop sequined atletic poplin handkerchief reversible camouflage robe nautica reebok parka cleets personilized reebock filson yourh diamondbacks hankerchiefs corduroy haggar sublimated tahirt pennant snowpants innings redwingstopps sweter alleson foldover 56323 gaiterscorebook sweatsuits sirts baselayer 10u flowy shrits sleeves polartec teeshirt seude boits a2000 dkny triplecrownsports 12ubelted basketballswomems fungo hyperwarm terrycloth jerzees twill 15u capris prospects appare homerun leathe dungaree jakets scoks dockers socceer yankess swoosh seersucker peplum reebook womena athlectic underamour earflaps learher bbcor sweatpants womns waterpolo usaaa rebok carrhart autographed reeboks crewneck baskball phiten 6xl cuffed baskerball referee camoflauge rainweartounament akademiks suiting polyster padded deadstock dunbrooke ruched basketbll tournamnet cardnal sleve memorabilia bsketball soceer stonewash fangraphs appareal clubwear outfielder badeball pinnies clthing valour pocketed smartwool baskeball obermeyer clothin grandslam sportschalet shirst carharrt badketball fanedge alstyle nokona xxxxl climalite peacoats schoendienst nyeb boyshort u13 raingear lacroose basketabll goves lettermans wemons apparrell appliqued fieldlevel refree basektball outfielders basketbsll outwear appreal teeshirts backetball rashguard truckfit sress shirtdress dootball carinals basbeall windshirts basebll cardnails tagless hoddies embelished jiffyshirts adidias placket lacost prepsportswear aoccer sleev volletball gamehide shirtd stiped playoof ringor infosports heatgear ahirts namebrand jersies woments champioship cheapbats underarmer 17u baeball aoccer gotem shockers basball loius scorer tourn banditos lague xplosion fciac fielders ncaa ahl pitsburg leaguer handball gerrit fiels youth nba varsity fastpitch alomar tbs cardinal baskeball nfbc sereies fasthockey motorcycling descalso mlbfancave yankess bracketology nwga myas sox hockey scores score coach stats jr athletics tulowitzki standins myhockeyrankings mysl tournament football basketball achedule liriano umps baceball scdsl socce sideline fastball cooperstown slsg dogers playmsp mazeroski scorecenter pirates defenseman csdhl stratomatic tazawa interleague baseballreference basesball schedlue soxtalk bradsby satch mussina topdrawersoccer sxhedule playnsa andruw playball mlbnetwork leadoff goaltenders stysa scorr nbdl piniella schedulle mudcats sickels triplecrownsports baseballfirst jersies tournements cardianls raysbaseball serirs chssa seedings fanfest perfectgame fullbacks sporst pinnies alfredsson soccerball sportsworld grienke baskteball hcokey bulldawgs foolball upperdeck payoffs tounament leages calsouth villeyball cheapbats footbalk camsports clinched basetball gameon ccsl pierzynski shortstops tipoff vizquel intermural iaaf marichal scires stengel schudel leaguers schoendienst cespedes roughriders ballgame hockomock redbirds molinas stargell louiscardinals aabc footfall schefule fbsa apba yales evoshield backstop u18 mvps hockeys homeruns nctb resmondo yastrzemski chsaa aseball fotoball swingman ripkin worldseries slowpitch tiebreaker lacky footbll midseason basketballs scote sherzer justbats vollyball doubront papelbon gotsoccer gametime ejected soocer footnall sublimated foortball ffotball contenders votto coached coac mlbshop regionals colavito doger casl monarchs rister mcgwire tesm futball cysl commentators miaa pasttime redsocks caha delmon taveras footballs boombah kozma killebrew forfeits basketballl wwba tball sprots foorball donruss infield stlcardinals u13 xl1 spprts leagur bombers foootball spellman slysa cyfl glove sportspyder fantasu staduim togers z2000 tvyfl leagu sphl ciac coaches ryne tornament dakstats cardnialscoaching famers ushl granderson foles collegiate orel umpire stickball broadcasters nsfl expos msbl attendance shcedule francona xl3 rockhounds pitched heybucket baseballs dvhl kimbrel eufa nchsaa wpial renegades teba salries axford pennantdidgers pointstreak hof mariners pitch hocke faldo spotrac recruits 13u cueto rugby sluggers bsketball penant usssa rawlings ankiel dugouts announcer showcases cubs champship bball varisty baseb niekro baeball mvp pitchers honus tournment wnba bartolo raquetball gcyfl lolich echl lasorda padres redsox basemen bisons marruci rbis vtd referee maba cf6 pastime obstruction winningest jerseys scorea klaa cadinals cuddyer breslow autograph dodgertournaments hocky leaguelineup khl a2000 scoes naia usta bosox footbakk rookie pedroia naba landeskog game2 fooyball rosters warhawks ussf boxscore atheltics lackey stlcards coache u12 hawks kaat tourny curveball ectbeuroleague bchl catcher feild bafl cardnails backetball leaugue pickoff slam scheudle whitesox cf5 rulebook conigliaro big10 linup brenly scoresheet nlds dootball ootball weei outfielder tryout mathewson svore chapionship hatteberg thome alltime goalkeeper playoofs voleyball lucic dacardworld football2013 eteamz ayhl preds infielders schudle footbsll mspsp myhockey seties tournments bgyfl wpba commitments alou drafted playet fredbird lvba slugger greinke bogaerts scehdule homefield larussa batting playof scheduke beltre hitters rbi fooball mbl baskerball jv baseketball nehl yadier coachs firld aau lacrosse razzball scheduel footall starlin garciaparra playoof 8u saban maddux yourh showcase cardials marlins saltalamacchia softbal centerfield miken soccers bowa bullpen seires ccyfl palyers jered risp eckersley goalie alcs cey spahn ayf oilers batboy leag searchespn nationals strikeouts ncisaa baseba u10 puig wildcard sortable bobblehead champro cangelosi halladay fiitball punting champions fottball orwall wacha belliard cosch usmnt pitching innings a2k slammers usabl schoolfootball nyeb wcac gamecast orioles scrimmage wildcats volleybal champioship hellickson u16 demarini mhsaa foodball freese redhawks wshl carinals firecrackers astros mlbn cardnial basebal footabll tuiasosopo signings mets dbat anibal announcers tourament probables espnmlb bownet morneau 15u musial 18u alds tssaa tourneys rookies leagues pitcher topps beltran championships rattlers soorts smoltz dosgers retrosheet knuckleball lakers whiffle appearances basrball yoenis baseballexpress scgedule drills tcyflripken ichiro milb usbc wiaa leauge foottball apperances nl stl uscaa fotball ncls ebbets basketabll brewers giambi cpyl fidrych footbball ssusa scoreboard bandits defensemen redwings memorabilia basketba nwba rowdies ballparkhitter phillies juco bats celtics 12u umpires wainrightlookouts rawling ccyb championship bruins goalies ussportspages riverhounds badeball waterpolo batters legue fball basketbsll matsuzaka footba homerun seeies mossl bbcor fangraphs strikers mizzo friendlies cardinsls grandslam baketball fleer mcba matheny 2k8 telivised zephyrs upwave runningbackyoukilis famer yankees grapettes strapback siegrist hocket nolasco gloves nlcs reds seriea minor hitting preseason cardinlshovkey 3v3 scored cardial soceerschedulr bluejays bobbleheads konerko scoreboards stadiums dbacks bassball sporys basketbal dirtbags bunning scoring baskeyball lacrose shutout tournement cabrera dugout scoreless sijhsaa njcaa jeter tryouts torii dysa radiers njsiaa leage ringor nomar u14 footballl 16u athetics myba pyfl scoccer postseason referees u11 lijsl refree soccet sporacle misl fanfoto marucci tackling schedule2013 ihsa dodges outfield foitball akadema iscore runningbacks slugging cleats fieldlevel elway footbal televising sofball footbaall nyy 14u ncaab 2k10 homerunmonkey footb turnament diamondbacks allstar nokona melky atheletics sportlots ecnl cotts trophie verducci norcal laker ellsbury wiffle inning basketall scotes 10u annoucer tiebreakers prospects alleson nvtbl ayfl trumbo ncsa jobu socceer cabera siccer furies diii maddon hershiser griffey fungo scorecards shortstop mhssa rainout swol ballparks strikeout soccor tiant memoribilia autographed syfl racquetball badketball vball sabans clete socer pitches mlbtraderumors smyly pennants panters andrelton ocyfl memorbilia aayfl lancers kickball gamechanger whitecaps leaque softballs hockeydb yunel dogersbase belfour middlebrooks maac lineups cardnals atheltic furcal netball bbsl cccaa soccar pettitte hitmen headfirst divisional offseason scors sabermetrics chamionship baseballsavings wtbs interscholastic flyball socre sidearm basktball tournamnet saigewinters 17u cardina footaball basketbll ootp usaaa kaline footvall infosports baskettball bengie hobgood goaltender batted sabathia basebll cardnal socccer fantasay mccovey nccaa ststs volleball baseall tagoramic sereis usphl glavine profar waca aroldis qmjhlbatbusters sportscards signees faurot leauges teamates bseball anouncer basebsll roater ocjaaf chowdaheadz semifinals biggio nfca atletics basbeall blowoutcards holtby infielder 3n2magor beltron hejduk baksetball epicsports soccr anouncers schrdule hoopgurlz appearences basketba series2013 travelball scorekeeper ¤ Example: nearest neighbors with respect to cosine distance for search query “baseball” Experiments: Results ¤ Relative improvement over logistic regression model, where either clicks or purchases are used as labels ¤ HCRF outperforms alternatives for all accuracy measures ¤ Directed skip-gram outperformed undirected approach www.targetad-workshop.net Conclusions ¤ The proposed directed skip-gram architecture finds useful representations of user actions ¤ HCRF significantly outperformed the baseline approaches ¤ Ongoing/future work ¤ Incorporating context, demographics, location, weather, and other useful signals ¤ Multi-vector representations of a single activity Thank you! ¤ Questions?
