Social media's openness fosters opinion exchange but complicates guiding users toward global consensus. Existing approaches are often invasive, modifying opinions or forcing cross-group interactions, undermining autonomy and triggering resistance. They also lack long-term planning, risking macro-level polarization despite local agreement. To address this, we propose H-NeiFi, a hierarchical, non-invasive opinion guidance framework. It models experts and non-experts separately and introduces a neighbor filtering mechanism that adaptively shapes communication without altering user opinions. Using multi-agent reinforcement learning with a long-term reward, H-NeiFi optimizes information flow while preserving interaction autonomy. Experiments show that it accelerates consensus by 22.0% to 30.7% and achieves global convergence even without experts, providing a natural and efficient paradigm for social network governance. Our code is available at: https://github.com/shijunguo44/H-NeiFi.

Graph Neural Networks (GNNs) have become the dominant paradigm for machine learning on relational data, yet they remain susceptible to overfitting and noise in graph structures. While data augmentation has proven effective for regularization across domains, existing graph methods operate at coarse levels, such as perturbing entire structures or mixing node features. These approaches are context-agnostic and do not target the core computational process of GNNs: message passing. We introduce MessageShift, a novel fine-grained data augmentation paradigm that operates directly on the messages, the atomic units of information, as they flow through the GNN. The core idea is to apply a contextual perturbation to each message by shifting it towards or away from the center of its local neighborhood. This provides a rich regularization effect, capable of both smoothing noisy messages and sharpening distinctive ones. Extensive experiments on a wide range of benchmark datasets demonstrate that MessageShift consistently outperforms strong baselines across multiple GNN backbones.

Entity alignment (EA) is to identify equivalent entities across different knowledge graphs (KGs), which can help fuse these KGs into a more comprehensive one. Previous EA methods mainly focus on aligning a pair of KGs, and to the best of our knowledge, no existing EA method considers aligning multiple (more than two) KGs. To fill this research gap, in this work, we study a novel problem of aligning multiple KGs and propose an effective framework named MultiEA to solve the problem. First, we embed the entities of all the candidate KGs into a common feature space by a shared KG encoder. Then, we explore three alignment strategies to minimize the distances among pre-aligned entities. In particular, we propose an innovative inference enhancement technique to improve the alignment performance by incorporating high-order similarities. Finally, to verify the effectiveness of MultiEA, we construct two new real-world benchmark datasets and conduct extensive experiments on them. The results show that our MultiEA can effectively and efficiently align multiple KGs in a single pass. We release the source codes of MultiEA at: https://github.com/kepsail/MultiEA.

The ''pre-train, prompt'' paradigm, designed to bridge the gap between pre-training tasks and downstream objectives, has been extended from the NLP domain to the graph domain and has achieved remarkable progress. Current mainstream graph prompt-tuning methods modify input or output features using learnable prompt vectors. However, existing approaches are confined to single-granularity (e.g., node-level or subgraph-level) during prompt generation, overlooking the inherently multi-scale structural information in graph data, which limits the diversity of prompt semantics. To address this issue, we pioneer the integration of multi-scale information into graph prompt and propose a Multi-Scale Graph Chain-of-Thought (MSGCOT) prompting framework. Specifically, we design a lightweight, low-rank coarsening network to efficiently capture multi-scale structural features as hierarchical basis vectors for prompt generation. Subsequently, mimicking human cognition from coarse-to-fine granularity, we dynamically integrate multi-scale information at each reasoning step, forming a progressive coarse-to-fine prompt chain. Extensive experiments on eight benchmark datasets demonstrate that MSGCOT outperforms the state-of-the-art single-granularity graph prompt-tuning method, particularly in few-shot scenarios, showcasing superior performance. The code is available at: https://github.com/zhengziyu77/MSGCOT.

Affiliate marketing, a component of modern digital marketing, leverages partnerships among merchants, promoters, and consumers to enhance item visibility and drive sales. Promoters act as critical intermediaries, sharing items with their communities to promote items while earning commissions. Accurate prediction of the sharing rate of promoters enables platforms to optimize recommendation performance, thereby improving promotional efficiency. However, existing related methods are mainly designed for consumer-oriented scenarios (C-end), and face significant limitations in modeling the promoters (B-end), which are typically characterized by audience group attachment. Specifically, three core challenges emerge: (1) how to organically integrate audience preferences while maintaining promoter dominance, (2) how to accommodate promoters' diverse interest scopes, and (3) how to capture the complex one-to-many relationships between promoters and their audiences. For Challenge (1), we employ a dynamic routing mechanism based on interest capsules to model the diverse interests of promoters, where audience groups are used to optimize the interest routing via a novel dual-channel attention mechanism, thus allowing audience groups to explicitly participate in the promoter decision-making process with an auxiliary role. For Challenge (2), a parameter-free, confidence-aware interest activation mechanism is introduced to adaptively select sparse interest capsules. For Challenge (3), we pioneer the use of hypergraphs in CTR prediction to model one-to-many relationships between promoters and audiences. Extensive experiments are conducted on two real-world datasets to validate the effectiveness of our approach. Furthermore, the model is deployed on the Alimama platform, which hosts over 100,000 promoters. Online A/B testing results demonstrate that our method achieves a 5.31% average improvement over online baselines.

In recent years, affiliate marketing has emerged as a revenue-sharing strategy where merchants collaborate with promoters to promote their products. It not only increases product exposure but also allows promoters to earn a commission. This paper addresses the pivotal yet under-explored challenge in affiliate marketing: accurately assessing and predicting the contributions of promoters in product promotion. We design a novel metric for evaluating the indirect contributions of the promoter, called propagation scale. Unfortunately, existing time series forecasting techniques fail to deliver accurate predictions due to the propagation scale being influenced by multiple factors and the inherent complexities arising from dynamic scenarios. To address this issue, we decouple the network structure from the node signals and propose a two-stage solution: initially, the basic self-sales and network structure prediction are conducted separately, followed by the synthesis of the propagation scale. Specifically, we design a graph convolution encoding scheme based on descendant neighbors and incorporate hypergraph convolution to efficiently capture complex promotional dynamics. Additionally, three auxiliary tasks are employed: self-sales prediction for base estimations, descendant prediction to synthesize propagation scale, and promoter activation prediction to mitigate high volatility issues. Extensive offline experiments on large-scale industrial datasets validate the superiority of our method. We further deploy our model on Alimama platform with over 100,000 promoters, achieving a 9.29% improvement in GMV and a 5.89% increase in sales volume.

Graph Convolutional Networks (GCNs) are powerful tools for learning representations in graph-structured data. However, their performance tends to degrade with increased model depth due to over-smoothing. Although previous studies attribute degradation to over-smoothing, this work identifies the mutually reinforcing effects of over-smoothing and gradient vanishing as the root cause. In this paper, we propose SkipNode, a plug-and-play module that mitigates degradation in deep GCNs. SkipNode introduces node-sampling in each convolutional layer to selectively skip convolutions, preventing over-smoothing by reducing the depth experienced by specific nodes and facilitating gradient backpropagation. We demonstrate both theoretically and experimentally that SkipNode effectively curtails over-smoothing and gradient vanishing, improving deep GCN performance across diverse tasks. Extensive evaluations show SkipNode's robustness and superior performance over state-of-the-art (SOTA) baselines, establishing it as a practical solution for training deep GCNs.

Knowledge graph (KG) alignment aims to integrate different KGs through the linkage of equivalent entities across them, enabling more comprehensive knowledge and facilitating information fusion. Existing methods, whether translation-based or GNN-based, typically solve this problem by projecting entities and relations into a low-dimensional embedding space, each demonstrating unique advantages in aligning a pair of KGs. However, few studies consider combining these approaches to model translation semantics of various orders. To fill this gap, we propose KG2HIN, a novel KG encoder, which innovatively views head entities, relations, and tail entities as three types of nodes, thereby transforming KGs into HINs (heterogeneous information networks). KG2HIN can adaptively learn the importance of various orders of translation semantics by seamlessly combining the HGNN aggregator operator with the translation operator in KG embedding methods. Building upon the KG2HIN encoder, we further develop a network to effectively and efficiently align multiple (more than two) KGs concurrently, a much more challenging task than the traditional pair-KG alignment task. Compared with the state-of-the-art baseline, KG2HIN significantly improves the M-Hits@1 (accuracy) score from 10.25% to 73.05% on the DBP4 dataset and from 41.19% to 97.81% on the DWY-3 dataset, while requiring significantly fewer model parameters and less training time.

Masked Graph Auto-Encoder, a powerful graph self-supervised training paradigm, has recently shown superior performance in graph representation learning. Existing works typically rely on node contextual information to recover the masked information. However, they fail to generalize well to heterophilic graphs where connected nodes may be not similar, because they focus only on capturing the neighborhood information and ignoring the discrepancy information between different nodes, resulting in indistinguishable node representations. In this paper, to address this issue, we propose a Discrepancy-Aware Graph Mask Auto-Encoder (DGMAE). It obtains more distinguishable node representations by reconstructing the discrepancy information of neighboring nodes during the masking process. We conduct extensive experiments on 17 widely-used benchmark datasets. The results show that our DGMAE can effectively preserve the discrepancies of nodes in low-dimensional space. Moreover, DGMAE significantly outperforms state-of-the-art graph self-supervised learning methods on three graph analytic including tasks node classification, node clustering, and graph classification, demonstrating its remarkable superiority. The code of DGMAE is available at https://github.com/zhengziyu77/DGMAE.

Real-world networks usually have a property of node heterophily, that is, the connected nodes usually have different features or different labels. This heterophily issue has been extensively studied in homogeneous graphs but remains under-explored in heterogeneous graphs, where there are multiple types of nodes and edges. Capturing node heterophily in heterogeneous graphs is very challenging since both node/edge heterogeneity and node heterophily should be carefully taken into consideration. Existing methods typically convert heterogeneous graphs into homogeneous ones to learn node heterophily, which will inevitably lose the potential heterophily conveyed by heterogeneous relations. To bridge this gap, we propose Relation-Aware Separation of Homophily and Heterophily (RASH), a novel contrastive learning framework that explicitly models high-order semantics of heterogeneous interactions and adaptively separates homophilic and heterophilic patterns. Particularly, RASH introduces dual heterogeneous hypergraphs to encode multi-relational bipartite subgraphs and dynamically constructs homophilic graphs and heterophilic graphs based on relation importance. A multi-relation contrastive loss is designed to align heterogeneous and homophilic/heterophilic views by maximizing mutual information. In this way, RASH simultaneously resolves the challenges of heterogeneity and heterophily in heterogeneous graphs. Extensive experiments on benchmark datasets demonstrate the effectiveness of RASH across various downstream tasks. The code is available at: https://github.com/zhengziyu77/RASH.

Entity Alignment (EA) is to link potential equivalent entities across different knowledge graphs (KGs). Most existing EA methods are supervised as they require the supervision of seed alignments, i.e., manually specified aligned entity pairs. Very recently, several EA studies have made some attempts to get rid of seed alignments. Despite achieving preliminary progress, they still suffer two limitations: (1) The entity embeddings produced by their GNN-like encoders lack personalization since some of the aggregation subpaths are shared between different entities. (2) They cannot fully alleviate the distribution distortion issue between candidate KGs due to the absence of supervised signals. In this work, we propose a novel unsupervised entity alignment approach called UNEA to address the above two issues. First, we parametrically sample a tree neighborhood rooted at each entity, and accordingly develop a tree attention aggregation mechanism to extract a personalized embedding for each entity. Second, we introduce an auxiliary task of maximizing the mutual information between the input and the output of the KG encoder, which serves as a regularization to prevent the distribution distortion. Extensive experiments show that our UNEA achieves a new state-of-the-art for the unsupervised EA task, and can even outperform many existing supervised EA baselines.

Graph Neural Networks (GNNs) have revolutionized graph-based machine learning, but their heavy computational demands pose challenges for latency-sensitive edge devices in practical industrial applications. In response, a new wave of methods, collectively known as GNN-to-MLP Knowledge Distillation, has emerged. They aim to transfer GNN-learned knowledge to a more efficient MLP student, which offers faster, resource-efficient inference while maintaining competitive performance compared to GNNs. However, these methods face significant challenges in situations with insufficient training data and incomplete test data, limiting their applicability in real-world applications. To address these challenges, we propose AdaGMLP, an AdaBoosting GNN-to-MLP Knowledge Distillation framework. It leverages an ensemble of diverse MLP students trained on different subsets of labeled nodes, addressing the issue of insufficient training data. Additionally, it incorporates a Node Alignment technique for robust predictions on test data with missing or incomplete features. Our experiments on seven benchmark datasets with different settings demonstrate that AdaGMLP outperforms existing G2M methods, making it suitable for a wide range of latency-sensitive real-world applications. We have submitted our code to the GitHub repository (https://github.com/WeigangLu/AdaGMLP-KDD24).

Criminal case matching endeavors to determine the relevance between different criminal cases.Conventional methods predict the relevance solely based on instance-level semantic features and neglect the diverse legal factors (LFs), which are associated with diverse court judgments.Consequently, comprehensively representing a criminal case remains a challenge for these approaches.Moreover, extracting and utilizing these LFs for criminal case matching face two challenges: (1) the manual annotations of LFs rely heavily on specialized legal knowledge; (2) overlaps among LFs may potentially harm the model's performance.In this paper, we propose a two-stage framework named Diverse Legal Factor-enhanced Criminal Case Matching (DLF-CCM).Firstly, DLF-CCM employs a multi-task learning framework to pre-train an LF extraction network on a large-scale legal judgment prediction dataset.In stage two, DLF-CCM introduces an LF de-redundancy module to learn shared LF and exclusive LFs.Moreover, an entropy-weighted fusion strategy is introduced to dynamically fuse the multiple relevance generated by all LFs.Experimental results validate the effectiveness of DLF-CCM and show its significant improvements over competitive baselines.Code: https://github.com/jiezhao6/DLF-CCM.

Graph Convolutional Networks (GCNs) suffer from performance degradation when models go deeper. However, earlier works only attributed the performance degeneration to over-smoothing. In this paper, we conduct theoretical and experimental analysis to explore the fundamental causes of performance degradation in deep GCNs: over-smoothing and gradient vanishing have a mutually reinforcing effect that causes the performance to deteriorate more quickly in deep GCNs. On the other hand, existing anti-over-smoothing methods all perform full convolutions up to the model depth. They could not well resist the exponential convergence of over-smoothing due to model depth increasing. In this work, we propose a simple yet effective plug-and-play module,SkipNode, to overcome the performance degradation of deep GCNs. It samples graph nodes in each convolutional layer to skip the convolution operation. In this way, both over-smoothing and gradient vanishing can be effectively suppressed since (1) not all nodes'features propagate through full layers and, (2) the gradient can be directly passed back through “skipped” nodes. We provide both theoretical analysis and empirical evaluation to demonstrate the efficacy ofSkipNodeand its superiority over SOTA baselines.

Graph Convolutional Network (GCN) has achieved extraordinary success in learning representations of nodes in graphs. However, regarding Heterogeneous Information Network (HIN), existing HIN-oriented GCN methods still suffer from two deficiencies: (1) they cannot flexibly explore all possible meta-paths and extract the most useful ones for each target object, which hinders both effectiveness and interpretability; (2) before performing aggregation, they often require some additional time-consuming pre-processing operations, which increase the computational complexity. To address the above issues, we propose an interpretable and efficient Heterogeneous Graph Convolutional Network (ie-HGCN) to learn the representations of objects in HINs. It is designed as a hierarchical aggregation architecture, i.e., object-level aggregation and type-level aggregation. The new architecture can automatically evaluate all possible meta-paths within a length limit, and discover and exploit the most useful ones for each target object, i.e., at fine granularity. It also reduces the computational cost by avoiding additional time-consuming pre-processing operations. Theoretical analysis shows its ability to evaluate the usefulness of all possible meta-paths, its connection to the spectral graph convolution on HINs, and its quasi-linear time complexity. Extensive experiments on four real network datasets demonstrate its interpretability, efficiency as well as its superiority against thirteen baselines.

There has been a surge of researchers' interest in building predictive models over graphs. However, the overwhelming complexity of graph space often makes it challenging to extract interpretable and discriminative structural features for graph classification. In this work, we propose a new graph neural network model called Substructure Assembling Network (SAN) to learn graph representations for classification. The key innovation is a unified Substructure Assembling Unit (SAU), which is a variant of Recurrent Neural Network (RNN) designed to hierarchically assemble useful pieces of graph components so as to fabricate discriminative substructures. A key challenge is that SAUs need to process the neighbors of a node sequentially while no natural order is defined therein. SAN tries to make the model insensitive to neighborhood orders by randomly shuffling neighborhood sequences in training. However, this could suffer high variance, especially when the neighborhood size is large. Hence, we further propose to equip SAN with a novel module named Soft Sequence with Context Attention (SSCA). SAN-SSCA employs the proposed context attention technique to learn the best "soft" permutation of the neighbors w.r.t. classification. It helps the model achieve higher accuracy as well as lower variance. Experiments confirm the effectiveness of SAN-SSCA.

Bid optimization for online advertising from single advertiser's perspective has been thoroughly investigated in both academic research and industrial practice. However, existing work typically assume competitors do not change their bids, i.e., the wining price is fixed, leading to poor performance of the derived solution. Although a few studies use multi-agent reinforcement learning to set up a cooperative game, they still suffer the following drawbacks: (1) They fail to avoid collusion solutions where all the advertisers involved in an auction collude to bid an extremely low price on purpose. (2) Previous works cannot well handle the underlying complex bidding environment, leading to poor model convergence. This problem could be amplified when handling multiple objectives of advertisers which are practical demands but not considered by previous work. In this paper, we propose a novel multi-objective cooperative bid optimization formulation called Multi-Agent Cooperative bidding Games (MACG). MACG sets up a carefully designed multi-objective optimization framework where different objectives of advertisers are incorporated. A global objective to maximize the overall profit of all advertisements is added in order to encourage better cooperation and also to protect self-bidding advertisers. To avoid collusion, we also introduce an extra platform revenue constraint. We analyze the optimal functional form of the bidding formula theoretically and design a policy network accordingly to generate auction-level bids. Then we design an efficient multi-agent evolutionary strategy for model optimization. Evolutionary strategy does not need to model the underlying environment explicitly and is more suitable for bid optimization. Offline experiments and online A/B tests conducted on the Taobao platform indicate both single advertiser's objective and global profit have been significantly improved compared to state-of-art methods.

Social influence analysis in microblogging services has attracted much attention in recent years. However, most previous studies were focused on measuring users' (topical) influence. Little effort has been made to discern and quantify how a user is influenced. Specifically, the fact that user i retweets a tweet from author j could be either because i is influenced by j (i.e., j is a topical authority), or simply because he is “influenced” by the content (interested in the content). To mine such influence patterns, we propose a novel Bayesian factorization model, dubbed Influence Beta-Poisson Factorization (IBPF). IBPF jointly factorizes the retweet data and tweet content to quantify latent topical factors of user preference, author influence and content influence. It generates every retweet record according to the sum of two causing terms: one representing author influence, and the other one derived from content influence. To control the impact of the two terms, for each user IBPF generates a probability for each latent topic by Beta distribution, indicating how strongly the user cares about the topical authority of the author. We develop an efficient variational inference algorithm for IBPF. We demonstrate the efficacy of IBPF on two public microblogging datasets.

The remarkable progress of network embedding has led to state-of-the-art algorithms in recommendation. However, the sparsity of user-item interactions (i.e., explicit preferences) on websites remains a big challenge for predicting users' behaviors. Although research efforts have been made in utilizing some auxiliary information (e.g., social relations between users) to solve the problem, the existing rich heterogeneous auxiliary relationships are still not fully exploited. Moreover, previous works relied on linearly combined regularizers and suffered parameter tuning. In this work, we collect abundant relationships from common user behaviors and item information, and propose a novel framework named IntentGC to leverage both explicit preferences and heterogeneous relationships by graph convolutional networks. In addition to the capability of modeling heterogeneity, IntentGC can learn the importance of different relationships automatically by the neural model in a nonlinear sense. To apply IntentGC to web-scale applications, we design a faster graph convolutional model named IntentNet by avoiding unnecessary feature interactions. Empirical experiments on two large-scale real-world datasets and online A/B tests in Alibaba demonstrate the superiority of our method over state-of-the-art algorithms. We also release the source code of our work at https://github.com/peter14121/intentgc-models.

We study a novel problem of sponsored search (SS) for E-Commerce platforms: how we can attract query users to click product advertisements (ads) by presenting them features of products that attract them. This not only benefits merchants and the platform, but also improves user experience. The problem is challenging due to the following reasons: (1) We need to carefully manipulate the ad content without affecting user search experience. (2) It is difficult to obtain users' explicit feedback of their preference in product features. (3) Nowadays, a great portion of the search traffic in E-Commerce platforms is from their mobile apps (e.g., nearly 90% in Taobao). The situation would get worse in the mobile setting due to limited space. We are focused on the mobile setting and propose to manipulate ad titles by adding a few selling point keywords (SPs) to attract query users. We model it as a personalized attractive SP prediction problem and carry out both large-scale offline evaluation and online A/B tests in Taobao. The contributions include: (1) We explore various exhibition schemes of SPs. (2) We propose a surrogate of user explicit feedback for SP preference. (3) We also explore multi-task learning and various additional features to boost the performance. A variant of our best model has already been deployed in Taobao, leading to a 2% increase in revenue per thousand impressions and an opt-out rate of merchants less than 4%.

Bidding optimization is one of the most critical problems in online advertising. Sponsored search (SS) auction, due to the randomness of user query behavior and platform nature, usually adopts keyword-level bidding strategies. In contrast, the display advertising (DA), as a relatively simpler scenario for auction, has taken advantage of real-time bidding (RTB) to boost the performance for advertisers. In this paper, we consider the RTB problem in sponsored search auction, named SS-RTB. SS-RTB has a much more complex dynamic environment, due to stochastic user query behavior and more complex bidding policies based on multiple keywords of an ad. Most previous methods for DA cannot be applied. We propose a reinforcement learning (RL) solution for handling the complex dynamic environment. Although some RL methods have been proposed for online advertising, they all fail to address the "environment changing'' problem: the state transition probabilities vary between two days. Motivated by the observation that auction sequences of two days share similar transition patterns at a proper aggregation level, we formulate a robust MDP model at hour-aggregation level of the auction data and propose a control-by-model framework for SS-RTB. Rather than generating bid prices directly, we decide a bidding model for impressions of each hour and perform real-time bidding accordingly. We also extend the method to handle the multi-agent problem. We deployed the SS-RTB system in the e-commerce search auction platform of Alibaba. Empirical experiments of offline evaluation and online A/B test demonstrate the effectiveness of our method.

Product reviews are valuable for upcoming buyers in helping them make decisions. To this end, different opinion mining techniques have been proposed, where judging a review sentence's orientation (e.g., positive or negative) is one of their key challenges. Recently, deep learning has emerged as an effective means for solving sentiment classification problems. A neural network intrinsically learns a useful representation automatically without human efforts. However, the success of deep learning highly relies on the availability of large-scale training data. We propose a novel deep learning framework for product review sentiment classification which employs prevalently available ratings as weak supervision signals. The framework consists of two steps: (1) learning a high level representation (an embedding space) which captures the general sentiment distribution of sentences through rating information; and (2) adding a classification layer on top of the embedding layer and use labeled sentences for supervised fine-tuning. We explore two kinds of low level network structure for modeling review sentences, namely, convolutional feature extractors and long short-term memory. To evaluate the proposed framework, we construct a dataset containing 1.1M weakly labeled review sentences and 11,754 labeled review sentences from Amazon. Experimental results show the efficacy of the proposed framework and its superiority over baselines.