arXiv subjects

Teng Sha

Publications and source records attributed to Teng Sha.

4 recordsLinked to original sources

arXiv2026

Generative Optimization for Incentivized Advertising with Global Level Constraints

Incentivized advertising allocates monetary or virtual rewards to drive user engagement, where a key challenge is optimizing continuous incentive magnitudes under strict global constraints. This problem is complicated by high-frequency interactions, delayed feedback, and non-Markovian user dynamics such as fatigue, which limit the effectiveness of existing uplift modeling and constrained reinforcement learning approaches. To address these challenges, we propose GOAL, a constraint-aware generative framework that formulates incentive allocation as a conditional sequence generation problem. GOAL directly generates incentive magnitudes conditioned on user histories and system-level global pressure, and integrates a hierarchical causal state encoder to capture both local behavioral dynamics and long-range dependencies. To enable flexible constraint control, we introduce \textbf{S}afe \textbf{C}onstrained \textbf{P}olicy \textbf{O}ptimization (SCPO), which learns a single generative policy that generalizes across a spectrum of ROI constraints without retraining. Experiments on large-scale real-world data and a synthetic fatigue-aware environment show that GOAL improves long-term revenue and user retention while substantially reducing ROI violation rates compared to strong baselines.

cs.LG↗

arXiv2026

TWICE: Two-Clock, Two-Window Learning for Long-Horizon Conversion Prediction in Online Advertising

Long-horizon conversion prediction under delayed feedback creates a two-clock, two-window learning problem in online advertising. A short base observation window releases recent clicks on the click clock before their outcomes mature, whereas conversions continue to arrive on the conversion clock throughout a longer target conversion window. The click clock provides timely but partially observed status supervision. The conversion clock reveals long-tail delays, but the delay composition within an arrival-time slice is weighted by historical click cohorts with different traffic volumes and target-window conversion rates. We present TWICE, a framework that factorizes long-horizon post-click conversion rate (CVR) into a target-window conversion probability and a grouped elapsed-delay cumulative distribution function (CDF). The two clocks provide complementary supervision. Click-clock records train the target-window CVR head through a current-status likelihood over the base observation window. Newly arrived conversions train the delay model on the conversion clock. To account for the cohort mixture, TWICE uses fixed click-time predicted CVR (pCVR) mass as cohort exposure in an arrival-conditioned likelihood. This accounts for differences in cohort traffic and conversion propensity. The resulting aggregate records are self-contained. A single learned CDF produces monotone predictions for all requested horizons up to the target conversion window. Serving requires neither historical lookup nor convolution. Experiments on a public benchmark and an industrial advertising dataset demonstrate the effectiveness of TWICE. In an online A/B test in Kwai's advertising system, TWICE increased expected revenue, revenue, and conversions by 2.486%, 1.858%, and 2.061%, respectively. It was subsequently deployed to full traffic.

cs.LG↗

arXiv2025

Reward Balancing Revisited: Enhancing Offline Reinforcement Learning for Recommender Systems

Offline reinforcement learning (RL) has emerged as a prevalent and effective methodology for real-world recommender systems, enabling learning policies from historical data and capturing user preferences. In offline RL, reward shaping encounters significant challenges, with past efforts to incorporate prior strategies for uncertainty to improve world models or penalize underexplored state-action pairs. Despite these efforts, a critical gap remains: the simultaneous balancing of intrinsic biases in world models and the diversity of policy recommendations. To address this limitation, we present an innovative offline RL framework termed Reallocated Reward for Recommender Systems (R3S). By integrating inherent model uncertainty to tackle the intrinsic fluctuations in reward predictions, we boost diversity for decision-making to align with a more interactive paradigm, incorporating extra penalizers with decay that deter actions leading to diminished state variety at both local and global scales. The experimental results demonstrate that R3S improves the accuracy of world models and efficiently harmonizes the heterogeneous preferences of the users.

cs.IR↗

arXiv2025

Optimal Return-to-Go Guided Decision Transformer for Auto-Bidding in Advertisement

In the realm of online advertising, advertisers partake in ad auctions to obtain advertising slots, frequently taking advantage of auto-bidding tools provided by demand-side platforms. To improve the automation of these bidding systems, we adopt generative models, namely the Decision Transformer (DT), to tackle the difficulties inherent in automated bidding. Applying the Decision Transformer to the auto-bidding task enables a unified approach to sequential modeling, which efficiently overcomes short-sightedness by capturing long-term dependencies between past bidding actions and user behavior. Nevertheless, conventional DT has certain drawbacks: (1) DT necessitates a preset return-to-go (RTG) value before generating actions, which is not inherently produced; (2) The policy learned by DT is restricted by its training data, which is consists of mixed-quality trajectories. To address these challenges, we introduce the R* Decision Transformer (R* DT), developed in a three-step process: (1) R DT: Similar to traditional DT, R DT stores actions based on state and RTG value, as well as memorizing the RTG for a given state using the training set; (2) R^ DT: We forecast the highest value (within the training set) of RTG for a given state, deriving a suboptimal policy based on the current state and the forecasted supreme RTG value; (3) R* DT: Based on R^ DT, we generate trajectories and select those with high rewards (using a simulator) to augment our training dataset. This data enhancement has been shown to improve the RTG of trajectories in the training data and gradually leads the suboptimal policy towards optimality. Comprehensive tests on a publicly available bidding dataset validate the R* DT's efficacy and highlight its superiority when dealing with mixed-quality trajectories.

cs.LG↗