The ever-growing computation capability distributed infrastructure brings tremendous opportunities for mining and analysis of data that was impossible otherwise. Meanwhile, the inherent computation model of distributed system also brings unique and non-trivial challenges for traditional Auto-ML, including the explosion of data dimensions, the expected absence of features, and the heterogeneity of information. This is especially the case in modern Internet enterprises, where data in the scale of trillions are stored in multiple data centers, and the discovery of subtle signals could incur significant impact in revenue and welfare. How can we best harness the large scale distributed machine learning, but without keeping engineers constantly in the loop? In this work, we present Hadoop-MTA, a system for Multi Data-center, Trillion Concepts, Auto-ML on top of the Hadoop distributed computation environment that leverages sparsity aware heterogeneous knowledge graph representation and dimensionality agnostic parallel learning. Through multiple large scale experiments, we find that Hadoop-MTA significantly output-performs competitive state of the art distributed learning algorithms and scales well to trillion scale data-sets. Our model is rolled out to Hadoop serving infrastructure in Yahoo covering billions of unique identities and shows improvements 129.5% accuracy and 106.5 % weighted F1-score (more than 2x) on key targeting use cases.

One of the primary component in ads creative recommendation system is the brand anonymization that removes brand-specific information from ad text for legal compliance and providing ready to use template for the advertisers to customize and consume. In our previous work [1] on ads creative recommendation system, the anonymization is done via a block list created solely based on manual reviewing, which is expensive and limits in the scale of the deployment of the ads recommendation. In this work we investigate a large scale, automated approach for brand anonymization. Such a problem presents many unique and non-trivial challenges, including the domain specificity of the brand entities, the fine-granularity requirements of structured output, the tight constraint of the limited contexts, the high level of grammatical noise in the advertisement data, and the heterogeneity of information required to perform anonymization. We propose a transformer model that leverage implicit knowledge together with a label-light adaptation procedure for this task. Our model is rolled out to ads systems in Yahoo that cover billions of impression traffic per month and improved previous production system by 68.3% F1-score on token level prediction and 61.6% on ad level prediction.

Coming up with effective ad text is a time consuming process, and particularly challenging for small businesses with limited advertising experience. When an inexperienced advertiser onboards with a poorly written ad text, the ad platform has the opportunity to detect low performing ad text, and provide improvement suggestions. To realize this opportunity, we propose an ad text strength indicator (TSI) which: (i) predicts the click-through-rate (CTR) for an input ad text, (ii) fetches similar existing ads to create a neighborhood around the input ad, (iii) and compares the predicted CTRs in the neighborhood to declare whether the input ad is strong or weak. In addition, as suggestions for ad text improvement, TSI shows anonymized versions of superior ads (higher predicted CTR) in the neighborhood. For (i), we propose a BERT based text-to-CTR model trained on impressions and clicks associated with an ad text. For (ii), we propose a sentence-BERT based semantic-ad-similarity model trained using weak labels from ad campaign setup data. Offline experiments demonstrate that our BERT based text-to-CTR model achieves a significant lift in CTR prediction AUC for cold start (new) advertisers compared to bag-of-words based baselines. In addition, our semantic-textual-similarity model for similar ads retrieval achieves a [email protected] of 0.93 (for retrieving ads from the same product category); this is significantly higher compared to unsupervised TF-IDF, word2vec, and sentence-BERT baselines. Finally, we share promising online results from advertisers in the Yahoo (Verizon Media) ad platform where a variant of TSI was implemented with sub-second end-to-end latency.