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Entity Representation Learning Through Onsite-Offsite Graph for Pinterest Ads
Created by
Haebom
Author
Jiayin Jin, Zhimeng Pan, Yang Tang, Jiarui Feng, Kungang Li, Chongyuan Xiang, Jiacheng Li, Runze Su, Siping Ji, Han Sun, Ling Leng, Prathibha Deshikachar
Outline
We applied Graph Neural Networks (GNNs) to Pinterest's advertising system to build a large-scale heterogeneous graph based on users' on-site ad interactions and off-site conversion activities. To overcome the limitations of existing GNN models, we proposed a novel Knowledge Graph Embedding (KGE) model called TransRA (TransR with Anchors) to efficiently integrate graph embeddings into ad ranking models. Initially, direct integration of KGE was challenging, but by introducing a large ID embedding table technique and an attention-based KGE fine-tuning technique, we significantly improved the AUC of the CTR and CVR prediction models. This framework was deployed in Pinterest's ad engagement model, achieving a 2.69% increase in CTR and a 1.34% decrease in CPC.
Takeaways, Limitations
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Takeaways:
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We present a method for effectively integrating on-site and off-site user activity data by leveraging large-scale heterogeneous graphs.
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We present a method for effectively integrating graph embeddings into ad ranking models using a novel KGE model, TransRA.
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Achieving improved performance in real-world advertising systems using large-scale ID embedding tables and attention-based KGE fine-tuning techniques.
Initially, we encountered difficulties directly integrating KGE into ad ranking models, suggesting the need for additional technical solutions (large ID embedding tables and attention-based fine-tuning).
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The presented methodology is specific to a specific platform, Pinterest, and further research is needed to determine its generalizability to other platforms.
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The TransRA model's performance comparison target model is not clearly presented. Further comparative analysis with other KGE models is needed.