The need to safeguard data privacy and adhere to regulations such as GDPR creates data silos and has prompted the emergence and widespread adoption of techniques for distributed databases. To effectively explore the value of data across multiple organizations, techniques for data management, data analysis and data functionality from distributed databases have been proposed. Recently, Vertical Federated Learning (VFL) has become a solution with growing interests, which enables collaborative model training when data features are partitioned into multiple parts and are held by different parties. However, typical VFL methods heavily rely on private set intersection (PSI) to align data before training and only utilize aligned data for training. In this work, we provide a theoretical analysis to show that unaligned data actually contains valuable and rich features, and a thoughtful design that harnesses the potential of unaligned samples to significantly improve the performance of VFL models. Regrettably, many existing methods simply discard unaligned data, resulting in an irrecoverable loss of performance. To address this data sacrifice problem, we introduce the concept of data mixture, which enables the utilization of both aligned and unaligned data during training. Building upon the data mixture idea, we present FedMix, the first on-the-fly and distribution-agnostic framework designed to boost the performance of VFL models by leveraging unaligned data. A data seasoning approach is also designed to utilize auxiliary data lacking label information. Evaluations on diverse datasets under different settings demonstrate the effectiveness of the proposed FedMix compared with various SOTA approaches. FedMix achieves up to 15% model performance improvement and 30.5 hours time cost reduction.

Real-time Bidding (RTB) advertisers wish to know in advance the expected cost and yield of ad campaigns to avoid trial-and-error expenses.However, Campaign Performance Forecasting (CPF), a sequence modeling task involving tens of thousands of ad auctions, poses challenges of evolving user interest, auction representation, and long context, making coarse-grained and static-modeling methods sub-optimal.We propose AdVance, a time-aware framework that integrates local auction-level and global campaign-level modeling.User preference and fatigue are disentangled using a timepositioned sequence of clicked items and a concise vector of all displayed items.Cross-attention, conditioned on the fatigue vector, captures the dynamics of user interest toward each candidate ad.Bidders compete with each other, presenting a complete graph similar to the self-attention mechanism.Hence, we employ a Transformer Encoder to compress each auction into embedding by solving auxiliary tasks.These sequential embeddings are then summarized by a conditional state space model (SSM) to comprehend long-range dependencies while maintaining global linear complexity.Considering the irregular time intervals between auctions, we

Conversion rate (CVR) prediction is essential in recommender systems, facilitating precise matching between recommended items and users’ preferences. However, the sample selection bias (SSB) and data sparsity (DS) issues pose challenges to accurate prediction. Existing works have proposed the click-through and conversion rate (CTCVR) prediction task which models samples from exposure to ``click and conversion" in entire space and incorporates multi-task learning. This approach has shown efficacy in mitigating these challenges. Nevertheless, it intensifies the false negative sample (FNS) problem. To be more specific, the CTCVR task implicitly treats all the CVR labels of non-click samples as negative, overlooking the possibility that some samples might convert if clicked. This oversight can negatively impact CVR model performance, as empirical analysis has confirmed. To this end, we advocate for discarding the CTCVR task and proposing a Non-click samples Improved Semi-supErvised (NISE) method for conversion rate prediction, where the non-click samples are treated as unlabeled. Our approach aims to predict their probabilities of conversion if clicked, utilizing these predictions as pseudo-labels for further model training. This strategy can help alleviate the FNS problem, and direct modeling of the CVR task across the entire space also mitigates the SSB and DS challenges. Additionally, we conduct multi-task learning by introducing an auxiliary click-through rate prediction task, thereby enhancing embedding layer representations. Our approach is applicable to various multi-task architectures. Comprehensive experiments are conducted on both public and production datasets, demonstrating the superiority of our proposed method in mitigating the FNS challenge and improving the CVR estimation. The implementation code is available at https://github.com/Hjh233/NISE.

The diverse advertiser demands (brand effects or immediate outcomes) lead to distinct selling (pre-agreed volumes with an under-delivery penalty or compete per auction) and pricing (fixed prices or varying bids) patterns in Guaranteed delivery (GD) and real-time bidding (RTB) advertising. This necessitates fair impression allocation to unify the two markets for promoting ad content diversity and overall revenue. Existing approaches often deprive RTB ads of equal exposure opportunities by prioritizing GD ads, and coarse-grained methods are inferior to 1) Ambiguous reward due to varied objectives and constraints of GD fulfillment and RTB utility, hindering measurement of each allocation's contribution to the global interests; 2) Intensified competition by the coexistence of GD and RTB ads, complicating their mutual relationships; 3) Policy degradation caused by evolving user traffic and bid landscape, requiring adaptivity to distribution shifts.

User impression forecasting underpins various commercial activities, from long-term strategic decisions to short-term automated operations. As a representative that involves both kinds, the highly profitable Guaranteed Delivery (GD) advertising focuses mainly on promoting brand effect by allowing advertisers to order target impressions weeksin advance and get allocatedonline at the scheduled time. Such a business mode naturally incurs three issues making existing solutions inferior: 1) Timescale-granularity dilemma of coherently supporting the sales of day-level impressions of the distant future and the corresponding fine-grained allocation in real-time. 2) High dimensionality due to the Cartesian product of user attribute combinations. 3) Stability-plasticity dilemma of instant adaptation to emerging patterns of temporal dependency withoutcatastrophic forgetting of repeated ones facing the non-stationary traffic.

In online display advertising, guaranteed delivery (GD) ads and real-time bidding (RTB) are two main ways to sell impressions for a publisher. While RTB has gained increasing popularity, there is still a proportion of revenue generated from GD ads [1]. Existing mainstream impression allocation models deal with the two delivery ways separately, failing to achieve optimal allocation for multi-objective under multi-constraints, e.g., maximizing gross merchandise volume pre mille (GPM) and revenue per mille (RPM), thus limiting the overall revenue for both the publisher and advertisers. To solve the above problems, we propose a unified guaranteed impression allocation framework to optimally allocate impressions for both GD ads and RTB ads simultaneously. Specifically, we formulate the optimization problem as a non-convex quadratically constrained quadratic programming (QCQP) problem. Then we design an end-to-end unified impression allocation framework to approximately solve the QCQP problem. Furthermore, experiments on real data from Tencent News show that our design significantly increases the overall revenue of both the publisher and advertisers, while achieving much faster convergence than the current state-of-the-art methods.

Guaranteed delivery (GD) and real-time bidding (RTB) constitute two parallel profit streams for the publisher. The diverse advertiser demands (brand or instant effect) result in different selling (in bulk or via auction) and pricing (fixed unit price or various bids) patterns, which naturally raises the fusion allocation issue of breaking the two markets' barrier and selling out at the global highest price boosting the total revenue. The fusion process complicates the competition between GD and RTB, and GD contracts with overlapping targeting. The non-stationary user traffic and bid landscape further worsen the situation, making the assignment unsupervised and hard to evaluate. Thus, a static policy or coarse-grained modeling from existing work is inferior to facing the above challenges.

The guaranteed delivery model is widely used in online advertising. The publisher sells impressions in advance by promising to serve each advertiser an agreed-upon number of target impressions that satisfy specific attribute requirements over a fixed time period. Previous efforts usually model the service as a crowd-level or user-level supply allocation problem and focus on searching optimal allocation for online serving, assuming that forecasts of supply are available and contracts are already signed. Existing techniques are not sufficient to meet the needs of today's industry trends: 1) advertisers pursue more precise targeting, which requires not only user-level attributes but also request-level attributes; 2) users prefer more friendly ad serving, which imposes more diverse serving constraints; 3) the bottleneck of the publisher's revenue growth lies in not only the ad serving, but also the forecast accuracy and sales strategy. These issues are non-trivial to address, since the scale of the request-level model is orders of magnitude larger than that of the crowd-level or user-level models. Facing the challenges, we present a holistic design of a request-level guaranteed delivery advertising planning system with careful optimization for all three critical components including impression forecasting, selling and serving. Our system has been deployed in the Tencent online guaranteed delivery advertising system serving billion level users for nearly one year. Evaluations on large-scale real data and the performance of the deployed system both demonstrate that our design can significantly increase the request-level impression forecast accuracy and delivery rate.

Understanding and forecasting user visits is of great importance for a variety of tasks, e.g., online advertising, which is one of the most profitable business models for Internet services. Publishers sell advertising spaces in advance with user visit volume and attributes guarantees. There are usually tens of thousands of attribute combinations in an online advertising system. The key problem is how to accurately forecast the number of user visits for each attribute combination. Many traditional work characterizing temporal trends of every single time series are quite inefficient for large-scale time series. Recently, a number of models based on deep learning or matrix factorization have been proposed for high-dimensional time series forecasting. However, most of them neglect correlations among attribute combinations, or are tailored for specific applications, resulting in poor adaptability for different business scenarios.Besides, sophisticated deep learning models usually cause high time and space complexity. There is still a lack of an efficient highly scalable and adaptable solution for accurate high-dimensional time series forecasting. To address this issue, in this work, we conduct a thorough analysis on large-scale user visits data and propose a novel deep spatial-temporal tensor factorization framework, which provides a general design for high-dimensional time series forecasting. We deployed the proposed framework in Tencent online guaranteed delivery advertising system, and extensively evaluated the effectiveness and efficiency of the framework in two different large-scale application scenarios. The results show that our framework outperforms existing methods in prediction accuracy. Meanwhile, it significantly reduces the parameter number and is resistant to incomplete data with up to 20% missing values.