arXiv subjects

Jingping Shao

Publications and source records attributed to Jingping Shao.

At least 19 recordsLinked to original sources

arXiv2025

GCRank: A Generative Contextual Comprehension Paradigm for Takeout Ranking Model

The ranking stage serves as the central optimization and allocation hub in advertising systems, governing economic value distribution through eCPM and orchestrating the user-centric blending of organic and advertising content. Prevailing ranking models often rely on fragmented modules and hand-crafted features, limiting their ability to interpret complex user intent. This challenge is further amplified in location-based services such as food delivery, where user decisions are shaped by dynamic spatial, temporal, and individual contexts. To address these limitations, we propose a novel generative framework that reframes ranking as a context comprehension task, modeling heterogeneous signals in a unified architecture. Our architecture consists of two core components: the Generative Contextual Encoder (GCE) and the Generative Contextual Fusion (GCF). The GCE comprises three specialized modules: a Personalized Context Enhancer (PCE) for user-specific modeling, a Collective Context Enhancer (CCE) for group-level patterns, and a Dynamic Context Enhancer (DCE) for real-time situational adaptation. The GCF module then seamlessly integrates these contextual representations through low-rank adaptation. Extensive experiments confirm that our method achieves significant gains in critical business metrics, including click-through rate and platform revenue. We have successfully deployed our method on a large-scale food delivery advertising platform, demonstrating its substantial practical impact. This work pioneers a new perspective on generative recommendation and highlights its practical potential in industrial advertising systems.

cs.IR↗

arXiv2025

Generative Modeling with Multi-Instance Reward Learning for E-commerce Creative Optimization

In e-commerce advertising, selecting the most compelling combination of creative elements -- such as titles, images, and highlights -- is critical for capturing user attention and driving conversions. However, existing methods often evaluate creative components individually, failing to navigate the exponentially large search space of possible combinations. To address this challenge, we propose a novel framework named GenCO that integrates generative modeling with multi-instance reward learning. Our unified two-stage architecture first employs a generative model to efficiently produce a diverse set of creative combinations. This generative process is optimized with reinforcement learning, enabling the model to effectively explore and refine its selections. Next, to overcome the challenge of sparse user feedback, a multi-instance learning model attributes combination-level rewards, such as clicks, to the individual creative elements. This allows the reward model to provide a more accurate feedback signal, which in turn guides the generative model toward creating more effective combinations. Deployed on a leading e-commerce platform, our approach has significantly increased advertising revenue, demonstrating its practical value. Additionally, we are releasing a large-scale industrial dataset to facilitate further research in this important domain.

cs.LG↗

arXiv2025

Generative Click-through Rate Prediction with Applications to Search Advertising

Click-Through Rate (CTR) prediction models are integral to a myriad of industrial settings, such as personalized search advertising. Current methods typically involve feature extraction from users' historical behavior sequences combined with product information, feeding into a discriminative model that is trained on user feedback to estimate CTR. With the success of models such as GPT, the potential for generative models to enrich expressive power beyond discriminative models has become apparent. In light of this, we introduce a novel model that leverages generative models to enhance the precision of CTR predictions in discriminative models. To reconcile the disparate data aggregation needs of both model types, we design a two-stage training process: 1) Generative pre-training for next-item prediction with the given item category in user behavior sequences; 2) Fine-tuning the well-trained generative model within a discriminative CTR prediction framework. Our method's efficacy is substantiated through extensive experiments on a new dataset, and its significant utility is further corroborated by online A/B testing results. Currently, the model is deployed on one of the world's largest e-commerce platforms, and we intend to release the associated code and dataset in the future.

cs.LG↗

arXiv2025

Multi-objective Aligned Bidword Generation Model for E-commerce Search Advertising

Retrieval systems primarily address the challenge of matching user queries with the most relevant advertisements, playing a crucial role in e-commerce search advertising. The diversity of user needs and expressions often produces massive long-tail queries that cannot be matched with merchant bidwords or product titles, which results in some advertisements not being recalled, ultimately harming user experience and search efficiency. Existing query rewriting research focuses on various methods such as query log mining, query-bidword vector matching, or generation-based rewriting. However, these methods often fail to simultaneously optimize the relevance and authenticity of the user's original query and rewrite and maximize the revenue potential of recalled ads. In this paper, we propose a Multi-objective aligned Bidword Generation Model (MoBGM), which is composed of a discriminator, generator, and preference alignment module, to address these challenges. To simultaneously improve the relevance and authenticity of the query and rewrite and maximize the platform revenue, we design a discriminator to optimize these key objectives. Using the feedback signal of the discriminator, we train a multi-objective aligned bidword generator that aims to maximize the combined effect of the three objectives. Extensive offline and online experiments show that our proposed algorithm significantly outperforms the state of the art. After deployment, the algorithm has created huge commercial value for the platform, further verifying its feasibility and robustness.

cs.CL↗

arXiv2025

Generative Retrieval and Alignment Model: A New Paradigm for E-commerce Retrieval

Traditional sparse and dense retrieval methods struggle to leverage general world knowledge and often fail to capture the nuanced features of queries and products. With the advent of large language models (LLMs), industrial search systems have started to employ LLMs to generate identifiers for product retrieval. Commonly used identifiers include (1) static/semantic IDs and (2) product term sets. The first approach requires creating a product ID system from scratch, missing out on the world knowledge embedded within LLMs. While the second approach leverages this general knowledge, the significant difference in word distribution between queries and products means that product-based identifiers often do not align well with user search queries, leading to missed product recalls. Furthermore, when queries contain numerous attributes, these algorithms generate a large number of identifiers, making it difficult to assess their quality, which results in low overall recall efficiency. To address these challenges, this paper introduces a novel e-commerce retrieval paradigm: the Generative Retrieval and Alignment Model (GRAM). GRAM employs joint training on text information from both queries and products to generate shared text identifier codes, effectively bridging the gap between queries and products. This approach not only enhances the connection between queries and products but also improves inference efficiency. The model uses a co-alignment strategy to generate codes optimized for maximizing retrieval efficiency. Additionally, it introduces a query-product scoring mechanism to compare product values across different codes, further boosting retrieval efficiency. Extensive offline and online A/B testing demonstrates that GRAM significantly outperforms traditional models and the latest generative retrieval models, confirming its effectiveness and practicality.

cs.IR↗

arXiv2025

CTR-Driven Advertising Image Generation with Multimodal Large Language Models

In web data, advertising images are crucial for capturing user attention and improving advertising effectiveness. Most existing methods generate background for products primarily focus on the aesthetic quality, which may fail to achieve satisfactory online performance. To address this limitation, we explore the use of Multimodal Large Language Models (MLLMs) for generating advertising images by optimizing for Click-Through Rate (CTR) as the primary objective. Firstly, we build targeted pre-training tasks, and leverage a large-scale e-commerce multimodal dataset to equip MLLMs with initial capabilities for advertising image generation tasks. To further improve the CTR of generated images, we propose a novel reward model to fine-tune pre-trained MLLMs through Reinforcement Learning (RL), which can jointly utilize multimodal features and accurately reflect user click preferences. Meanwhile, a product-centric preference optimization strategy is developed to ensure that the generated background content aligns with the product characteristics after fine-tuning, enhancing the overall relevance and effectiveness of the advertising images. Extensive experiments have demonstrated that our method achieves state-of-the-art performance in both online and offline metrics. Our code and pre-trained models are publicly available at: https://github.com/Chenguoz/CAIG.

cs.LG↗

arXiv2024

Towards Reliable Advertising Image Generation Using Human Feedback

In the e-commerce realm, compelling advertising images are pivotal for attracting customer attention. While generative models automate image generation, they often produce substandard images that may mislead customers and require significant labor costs to inspect. This paper delves into increasing the rate of available generated images. We first introduce a multi-modal Reliable Feedback Network (RFNet) to automatically inspect the generated images. Combining the RFNet into a recurrent process, Recurrent Generation, results in a higher number of available advertising images. To further enhance production efficiency, we fine-tune diffusion models with an innovative Consistent Condition regularization utilizing the feedback from RFNet (RFFT). This results in a remarkable increase in the available rate of generated images, reducing the number of attempts in Recurrent Generation, and providing a highly efficient production process without sacrificing visual appeal. We also construct a Reliable Feedback 1 Million (RF1M) dataset which comprises over one million generated advertising images annotated by human, which helps to train RFNet to accurately assess the availability of generated images and faithfully reflect the human feedback. Generally speaking, our approach offers a reliable solution for advertising image generation.

cs.CV↗

arXiv2024

Domain-Aware Cross-Attention for Cross-domain Recommendation

Cross-domain recommendation (CDR) is an important method to improve recommender system performance, especially when observations in target domains are sparse. However, most existing cross-domain recommendations fail to fully utilize the target domain's special features and are hard to be generalized to new domains. The designed network is complex and is not suitable for rapid industrial deployment. Our method introduces a two-step domain-aware cross-attention, extracting transferable features of the source domain from different granularity, which allows the efficient expression of both domain and user interests. In addition, we simplify the training process, and our model can be easily deployed on new domains. We conduct experiments on both public datasets and industrial datasets, and the experimental results demonstrate the effectiveness of our method. We have also deployed the model in an online advertising system and observed significant improvements in both Click-Through-Rate (CTR) and effective cost per mille (ECPM).

cs.IR↗

arXiv2023

An Incremental Update Framework for Online Recommenders with Data-Driven Prior

Online recommenders have attained growing interest and created great revenue for businesses. Given numerous users and items, incremental update becomes a mainstream paradigm for learning large-scale models in industrial scenarios, where only newly arrived data within a sliding window is fed into the model, meeting the strict requirements of quick response. However, this strategy would be prone to overfitting to newly arrived data. When there exists a significant drift of data distribution, the long-term information would be discarded, which harms the recommendation performance. Conventional methods address this issue through native model-based continual learning methods, without analyzing the data characteristics for online recommenders. To address the aforementioned issue, we propose an incremental update framework for online recommenders with Data-Driven Prior (DDP), which is composed of Feature Prior (FP) and Model Prior (MP). The FP performs the click estimation for each specific value to enhance the stability of the training process. The MP incorporates previous model output into the current update while strictly following the Bayes rules, resulting in a theoretically provable prior for the robust update. In this way, both the FP and MP are well integrated into the unified framework, which is model-agnostic and can accommodate various advanced interaction models. Extensive experiments on two publicly available datasets as well as an industrial dataset demonstrate the superior performance of the proposed framework.

cs.IR↗

arXiv2023

Parallel Ranking of Ads and Creatives in Real-Time Advertising Systems

"Creativity is the heart and soul of advertising services". Effective creatives can create a win-win scenario: advertisers can reach target users and achieve marketing objectives more effectively, users can more quickly find products of interest, and platforms can generate more advertising revenue. With the advent of AI-Generated Content, advertisers now can produce vast amounts of creative content at a minimal cost. The current challenge lies in how advertising systems can select the most pertinent creative in real-time for each user personally. Existing methods typically perform serial ranking of ads or creatives, limiting the creative module in terms of both effectiveness and efficiency. In this paper, we propose for the first time a novel architecture for online parallel estimation of ads and creatives ranking, as well as the corresponding offline joint optimization model. The online architecture enables sophisticated personalized creative modeling while reducing overall latency. The offline joint model for CTR estimation allows mutual awareness and collaborative optimization between ads and creatives. Additionally, we optimize the offline evaluation metrics for the implicit feedback sorting task involved in ad creative ranking. We conduct extensive experiments to compare ours with two state-of-the-art approaches. The results demonstrate the effectiveness of our approach in both offline evaluations and real-world advertising platforms online in terms of response time, CTR, and CPM.

cs.IR↗

arXiv2023

Generate E-commerce Product Background by Integrating Category Commonality and Personalized Style

The state-of-the-art methods for e-commerce product background generation suffer from the inefficiency of designing product-wise prompts when scaling up the production, as well as the ineffectiveness of describing fine-grained styles when customizing personalized backgrounds for some specific brands. To address these obstacles, we integrate the category commonality and personalized style into diffusion models. Concretely, we propose a Category-Wise Generator to enable large-scale background generation with only one model for the first time. A unique identifier in the prompt is assigned to each category, whose attention is located on the background by a mask-guided cross attention layer to learn the category-wise style. Furthermore, for products with specific and fine-grained requirements in layout, elements, etc, a Personality-Wise Generator is devised to learn such personalized style directly from a reference image to resolve textual ambiguities, and is trained in a self-supervised manner for more efficient training data usage. To advance research in this field, the first large-scale e-commerce product background generation dataset BG60k is constructed, which covers more than 60k product images from over 2k categories. Experiments demonstrate that our method could generate high-quality backgrounds for different categories, and maintain the personalized background style of reference images. BG60k will be available at \url{https://github.com/Whileherham/BG60k}.

cs.CV↗

arXiv2023

Planning and Rendering: Towards Product Poster Generation with Diffusion Models

Product poster generation significantly optimizes design efficiency and reduces production costs. Prevailing methods predominantly rely on image-inpainting methods to generate clean background images for given products. Subsequently, poster layout generation methods are employed to produce corresponding layout results. However, the background images may not be suitable for accommodating textual content due to their complexity, and the fixed location of products limits the diversity of layout results. To alleviate these issues, we propose a novel product poster generation framework based on diffusion models named P\&R. The P\&R draws inspiration from the workflow of designers in creating posters, which consists of two stages: Planning and Rendering. At the planning stage, we propose a PlanNet to generate the layout of the product and other visual components considering both the appearance features of the product and semantic features of the text, which improves the diversity and rationality of the layouts. At the rendering stage, we propose a RenderNet to generate the background for the product while considering the generated layout, where a spatial fusion module is introduced to fuse the layout of different visual components. To foster the advancement of this field, we propose the first product poster generation dataset PPG30k, comprising 30k exquisite product poster images along with comprehensive image and text annotations. Our method outperforms the state-of-the-art product poster generation methods on PPG30k. The PPG30k will be released soon.

cs.CV↗

arXiv2023

Rethinking Large-scale Pre-ranking System: Entire-chain Cross-domain Models

Industrial systems such as recommender systems and online advertising, have been widely equipped with multi-stage architectures, which are divided into several cascaded modules, including matching, pre-ranking, ranking and re-ranking. As a critical bridge between matching and ranking, existing pre-ranking approaches mainly endure sample selection bias (SSB) problem owing to ignoring the entire-chain data dependence, resulting in sub-optimal performances. In this paper, we rethink pre-ranking system from the perspective of the entire sample space, and propose Entire-chain Cross-domain Models (ECM), which leverage samples from the whole cascaded stages to effectively alleviate SSB problem. Besides, we design a fine-grained neural structure named ECMM to further improve the pre-ranking accuracy. Specifically, we propose a cross-domain multi-tower neural network to comprehensively predict for each stage result, and introduce the sub-networking routing strategy with $L0$ regularization to reduce computational costs. Evaluations on real-world large-scale traffic logs demonstrate that our pre-ranking models outperform SOTA methods while time consumption is maintained within an acceptable level, which achieves better trade-off between efficiency and effectiveness.

cs.IR↗

arXiv2023

PCDF: A Parallel-Computing Distributed Framework for Sponsored Search Advertising Serving

Traditional online advertising systems for sponsored search follow a cascade paradigm with retrieval, pre-ranking,ranking, respectively. Constrained by strict requirements on online inference efficiency, it tend to be difficult to deploy useful but computationally intensive modules in the ranking stage. Moreover, ranking models currently used in the industry assume the user click only relies on the advertisements itself, which results in the ranking stage overlooking the impact of organic search results on the predicted advertisements (ads). In this work, we propose a novel framework PCDF(Parallel-Computing Distributed Framework), allowing to split the computation cost into three parts and to deploy them in the pre-module in parallel with the retrieval stage, the middle-module for ranking ads, and the post-module for re-ranking ads with external items. Our PCDF effectively reduces the overall inference latency compared with the classic framework. The whole module is end-to-end offline training and adapt for the online learning paradigm. To our knowledge, we are the first to propose an end-to-end solution for online training and deployment on complex CTR models from the system framework side.

cs.IR↗

arXiv2023

Confidence Ranking for CTR Prediction

Model evolution and constant availability of data are two common phenomena in large-scale real-world machine learning applications, e.g. ads and recommendation systems. To adapt, the real-world system typically retrain with all available data and online learn with recently available data to update the models periodically with the goal of better serving performance. In this paper, we propose a novel framework, named Confidence Ranking, which designs the optimization objective as a ranking function with two different models. Our confidence ranking loss allows direct optimization of the logits output for different convex surrogate functions of metrics, e.g. AUC and Accuracy depending on the target task and dataset. Armed with our proposed methods, our experiments show that the introduction of confidence ranking loss can outperform all baselines on the CTR prediction tasks of public and industrial datasets. This framework has been deployed in the advertisement system of JD.com to serve the main traffic in the fine-rank stage.

cs.IR↗

arXiv2023

Mutual Query Network for Multi-Modal Product Image Segmentation

Product image segmentation is vital in e-commerce. Most existing methods extract the product image foreground only based on the visual modality, making it difficult to distinguish irrelevant products. As product titles contain abundant appearance information and provide complementary cues for product image segmentation, we propose a mutual query network to segment products based on both visual and linguistic modalities. First, we design a language query vision module to obtain the response of language description in image areas, thus aligning the visual and linguistic representations across modalities. Then, a vision query language module utilizes the correlation between visual and linguistic modalities to filter the product title and effectively suppress the content irrelevant to the vision in the title. To promote the research in this field, we also construct a Multi-Modal Product Segmentation dataset (MMPS), which contains 30,000 images and corresponding titles. The proposed method significantly outperforms the state-of-the-art methods on MMPS.

cs.CV↗

arXiv2023

Relation-Aware Diffusion Model for Controllable Poster Layout Generation

Poster layout is a crucial aspect of poster design. Prior methods primarily focus on the correlation between visual content and graphic elements. However, a pleasant layout should also consider the relationship between visual and textual contents and the relationship between elements. In this study, we introduce a relation-aware diffusion model for poster layout generation that incorporates these two relationships in the generation process. Firstly, we devise a visual-textual relation-aware module that aligns the visual and textual representations across modalities, thereby enhancing the layout's efficacy in conveying textual information. Subsequently, we propose a geometry relation-aware module that learns the geometry relationship between elements by comprehensively considering contextual information. Additionally, the proposed method can generate diverse layouts based on user constraints. To advance research in this field, we have constructed a poster layout dataset named CGL-Dataset V2. Our proposed method outperforms state-of-the-art methods on CGL-Dataset V2. The data and code will be available at https://github.com/liuan0803/RADM.

cs.CV↗

arXiv2023

Always Strengthen Your Strengths: A Drift-Aware Incremental Learning Framework for CTR Prediction

Click-through rate (CTR) prediction is of great importance in recommendation systems and online advertising platforms. When served in industrial scenarios, the user-generated data observed by the CTR model typically arrives as a stream. Streaming data has the characteristic that the underlying distribution drifts over time and may recur. This can lead to catastrophic forgetting if the model simply adapts to new data distribution all the time. Also, it's inefficient to relearn distribution that has been occurred. Due to memory constraints and diversity of data distributions in large-scale industrial applications, conventional strategies for catastrophic forgetting such as replay, parameter isolation, and knowledge distillation are difficult to be deployed. In this work, we design a novel drift-aware incremental learning framework based on ensemble learning to address catastrophic forgetting in CTR prediction. With explicit error-based drift detection on streaming data, the framework further strengthens well-adapted ensembles and freezes ensembles that do not match the input distribution avoiding catastrophic interference. Both evaluations on offline experiments and A/B test shows that our method outperforms all baselines considered.

cs.IR↗