Dynamic image advertising is an add-on service in search advertising that matches visuals to search ads in real-time. However, the image matching system encompasses various sub-tasks with different objectives, increasing the complexity of achieving global optimization. Besides, prevalent long-tailed data poses a challenge to the multimodal representation learning in dynamic image advertising. Recently, vision-language pre-trained models have achieved remarkable performance across a variety of multimodal tasks, and implemented as the foundational representation model in electronic business scenarios. In this paper, to improve multimodal content understanding in Dynamic Image adVERtising, we present a viSion-language rEpresentation model (referred to as DIVERSE) that learns on cross-view and cross-token contrastive loss. Moreover, with large-scale curated advertising image-text data and extensive efficient training techniques, we scale DIVERSE to 12 billion parameters, which is the biggest Chinese multimodal representation model in industrial practices. Experiment results demonstrate the distinct advantages of DIVERSE12B in business datasets, with competitive performance on public benchmarks. Further evaluation in downstream applications including ad text-image retrieval, text-image relevance modeling, and image content moderation, shows that it outperforms previous separately-trained models across offline and online metrics. Moreover, DIVERSE12B has been implemented on the system primary traffic of Baidu Search Ads, bringing considerable increase to both user experience, and revenue for advertisers and search engine.

In the multimedia era, image becomes an effective medium in search advertising. Dynamic Image Advertising (DIA), a system that matches queries with appropriate ad images and generates multimodal ads, is introduced to improve user experience and ad revenue. The core of DIA is a query-image matching module performing ad image retrieval and relevance modeling. Current query-image matching suffers from data scarcity and inconsistency, and insufficient cross-modal fusion. Also, the retrieval and relevance models are separately trained, affecting overall performance. In this paper, we propose a vision-language framework for query-image matching. It consists of two parts. First, we design a base model combining different encoders and tasks, and train it on large-scale image-text pairs to learn general multimodal representation. Then, we fine-tune the base model on advertising business data, unifying relevance modeling and retrieval through multi-objective learning. Our framework has been implemented in Baidu search advertising system "Phoneix Nest". Online evaluation shows that it improves cost per mille (CPM) and click-through rate (CTR) by 1.04% and 1.865% on the system main traffic.

In this paper, we tackle the cross-lingual language-to-vision (CLLV) retrieval task. In the CLLV retrieval task, given the text query in one language, it seeks to retrieve the relevant images/videos from the database based on visual content in images/videos and their captions in another language. As the CLLV retrieval bridges the modal gap and the language gap, it makes many international cross-modal applications feasible. To tackle the CLLV retrieval, in this paper, we propose an assorted attention network (A2N) to synchronously overcome the language gap, bridge the modal gap and fuse features of two modals in an elegant and effective manner. It represents each text query as a set of word features and represents each image/video as a set of its caption's word features in another language and a set of its local visual features. In this case, the relevance between the text query and the image/video is obtained by the matching between the set of query's word features and two sets of image/video features. To enhance the effectiveness of the matching, A2N merges the query's word features and the image/video's visual and word features into an assorted set and further conducts the self-attention operation on items of the assorted set. On one hand, benefited from the attentions between the query's word features and the video/image's visual features, some important word features or visual features of the image/video can be emphasized. On the other hand, benefited from the attentions between the video/image's visual features and its caption word features, the image/video's visual content and the text information can be fused in a more effective manner. Systematic experiments conducted on four datasets demonstrate the effectiveness of the proposed A2N in the CLLV retrieval task.

With the progress of communication technology and the popularity of the smart phone, videos grow to be the largest medium. Since videos can grab a customer's attention quickly and leave a big impression, video ads can gain more trust than traditional ads. Thus advertisers start to pour more resources into making creative video ads to built the connections with potential customers. Baidu, as the leading search engine company in China, receives billions of search queries per day. In this paper, we introduce a technique used in Baidu video advertising for feeding relevant video ads according to the user's query. Note that, retrieving relevant videos using the text query is a cross-modal problem. Due to the modal gap, the text-to-video search is more challenging than well exploited text-to-text search and image-to-image search. To tackle this challenge, we propose a Combo-Attention Network (CAN) and launch it in Baidu video advertising. In the proposed CAN model, we represent a video as a set of bounding boxes features and represent a sentence as a set of words features, and formulate the sentence-to-video search as a set-to-set matching problem. The proposed CAN is built upon the proposed combo-attention module, which exploits cross-modal attentions besides self attentions to effectively capture the relevance between words and bounding boxes. To testify the effectiveness of the proposed CAN offline, we built a Daily700K dataset collected from HaoKan APP. The systematic experiments on Daily700K as well as a public dataset, VATEX, demonstrate the effectiveness of our CAN. After launching the proposed CAN in Baidu's dynamic video advertising (DVA), we achieve a $5.47%$ increase in Conversion Rate (CVR) and a $11.69%$ increase in advertisement impression rate.