Ads Supply Personalization via Doubly Robust Learning
Year: 2024
Type: conference-paper
Abstract: Ads supply personalization aims to balance the revenue and user engagement, two long-term objectives in social media ads, by tailoring the ad quantity and density. In the industry-scale system, the challenge for ads supply lies in modeling the counterfactual effects of a conservative supply treatment (e.g., a small density change) over an extended duration. In this paper, we present a streamlined framework for personalized ad supply. This framework optimally utilizes information from data collection policies through the doubly robust learning. Consequently, it significantly improves the accuracy of long-term treatment effect estimates. Additionally, its low-complexity design not only results in computational cost savings compared to existing methods, but also makes it scalable for billion-scale applications. Through both offline experiments and online production tests, the framework consistently demonstrated significant improvements in top-line business metrics over months. The framework has been fully deployed to live traffic in one of the world's largest social media platforms.
Authors: Wei Shi, Chen Fu, Qi Xu, Sanjian Chen, Jizhe Zhang, Qinqin Zhu, Zhigang Hua, Shuang Yang
Institution: Meta (United States)
Language: English
Subfield: Information Systems
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W4403577767