Sample Optimization for Display Advertising

Hongliang Fei, Shulong Tan, Pengju Guo, Wenbo Zhang, Hongfang Zhang, Ping Li

Research output: Chapter in Book/Report/Conference proceedingConference contribution

6 Scopus citations


Sample optimization, which involves sample augmentation and sample refinement, is an essential but often neglected component in modern display advertising platforms. Due to the massive number of ad candidates, industrial ad service usually leverages a multi-layer funnel-shaped structure involving at least two stages: candidate generation and re-ranking. In the candidate generation step, an offline neural network matching model is often trained based on past click/conversion data to obtain the user feature vector and ad feature vector. However, there is a covariate shift problem between the user observed ads and all possible ones. As a result, the candidate generation model trained from the click/conversion history cannot fully capture users' potential intentions or generalize well to unseen ads. In this paper, we utilize several sample optimization strategies to alleviate the covariate shift problem for training candidate generation models. We have launched these strategies in Baidu display ad platform and achieved considerable improvements in offline metrics, including both offline click-recall, cost-recall, as well as online metric cost per mille (CPM).

Original languageEnglish (US)
Title of host publicationCIKM 2020 - Proceedings of the 29th ACM International Conference on Information and Knowledge Management
PublisherAssociation for Computing Machinery
Number of pages4
ISBN (Electronic)9781450368599
StatePublished - Oct 19 2020
Externally publishedYes
Event29th ACM International Conference on Information and Knowledge Management, CIKM 2020 - Virtual, Online, Ireland
Duration: Oct 19 2020Oct 23 2020

Publication series

NameInternational Conference on Information and Knowledge Management, Proceedings


Conference29th ACM International Conference on Information and Knowledge Management, CIKM 2020
CityVirtual, Online

All Science Journal Classification (ASJC) codes

  • Business, Management and Accounting(all)
  • Decision Sciences(all)


  • candidate generation
  • data augmentation
  • display advertising
  • sample optimization


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