Online content recommendation aims to identify trendy articles in a continuously changing dynamic content pool. Most of existing works rely on online user feedback, notably clicks, as the objective and maximize it by showing articles with highest click-through rates. Recently, click shaping was introduced to incorporate multiple objectives in a constrained optimization framework. The work showed that significant tradeoff among the competing objectives can be observed and thus it is important to consider multiple objectives. However, the proposed click shaping approach is segment-based and can only work with a few non-overlapping user segments. It remains a challenge of how to enable deep personalization in click shaping. In this paper, we tackle the challenge by proposing personalized click shaping. The main idea is to work with the Lagrangian duality formulation and explore strong convexity to connect dual and primal solutions. We show that our formulation not only allows efficient conversion from dual to primal for online personalized serving, but also enables us to solve the optimization faster by approximation. We conduct extensive experiments on a large real data set and our experimental results show that the personalized click shaping can significantly outperform the segmented one, while achieving the same ability to balance competing objectives.

Recommending interesting content to engage users is important for web portals (e.g. AOL, MSN, Yahoo!, and many others). Existing approaches typically recommend articles to optimize for a single objective, i.e., number of clicks. However a click is only the starting point of a user's journey and subsequent downstream utilities such as time-spent and revenue are important. In this paper, we call the problem of recommending links to jointly optimize for clicks and post-click downstream utilities click shaping. We propose a multi-objective programming approach in which multiple objectives are modeled in a constrained optimization framework. Such a formulation can naturally incorporate various application-driven requirements. We study several variants that model different requirements as constraints and discuss some of the subtleties involved. We conduct our experiments on a large dataset from a real system by using a newly proposed unbiased evaluation methodology [17]. Through extensive experiments we quantify the tradeoff between different objectives under various constraints. Our experimental results show interesting characteristics of different formulations and our findings may provide valuable guidance to the design of recommendation engines for web portals.

Recommender problems with large and dynamic item pools are ubiquitous in web applications like content optimization, online advertising and web search. Despite the availability of rich item meta-data, excess heterogeneity at the item level often requires inclusion of item-specific "factors" (or weights) in the model. However, since estimating item factors is computationally intensive, it poses a challenge for time-sensitive recommender problems where it is important to rapidly learn factors for new items (e.g., news articles, event updates, tweets) in an online fashion. In this paper, we propose a novel method called FOBFM (Fast Online Bilinear Factor Model) to learn item-specific factors quickly through online regression. The online regression for each item can be performed independently and hence the procedure is fast, scalable and easily parallelizable. However, the convergence of these independent regressions can be slow due to high dimensionality. The central idea of our approach is to use a large amount of historical data to initialize the online models based on offline features and learn linear projections that can effectively reduce the dimensionality. We estimate the rank of our linear projections by taking recourse to online model selection based on optimizing predictive likelihood. Through extensive experiments, we show that our method significantly and uniformly outperforms other competitive methods and obtains relative lifts that are in the range of 10-15% in terms of predictive log-likelihood, 200-300% for a rank correlation metric on a proprietary My Yahoo! dataset; it obtains 9% reduction in root mean squared error over the previously best method on a benchmark MovieLens dataset using a time-based train/test data split.

We propose novel multi-armed bandit (explore/exploit) schemes to maximize total clicks on a content module published regularly on Yahoo! Intuitively, one can "explore'' each candidate item by displaying it to a small fraction of user visits to estimate the item's click-through rate (CTR), and then "exploit'' high CTR items in order to maximize clicks. While bandit methods that seek to find the optimal trade-off between explore and exploit have been studied for decades, existing solutions are not satisfactory for Web content publishing applications where dynamic set of items with short lifetimes, delayed feedback and non-stationary reward (CTR) distributions are typical. In this paper, we develop a Bayesian solution and extend several existing schemes to our setting. Through extensive evaluation with nine bandit schemes, we show that our Bayesian solution is uniformly better in several scenarios. We also study the empirical characteristics of our schemes and provide useful insights on the strengths and weaknesses of each. Finally, we validate our results with a "side-by-side'' comparison of schemes through live experiments conducted on a random sample of real user visits to Yahoo!

We propose novel spatio-temporal models to estimate click-through rates in the context of content recommendation. We track article CTR at a fixed location over time through a dynamic Gamma-Poisson model and combine information from correlated locations through dynamic linear regressions, significantly improving on per-location model. Our models adjust for user fatigue through an exponential tilt to the first-view CTR (probability of click on first article exposure) that is based only on user-specific repeat-exposure features. We illustrate our approach on data obtained from a module (Today Module) published regularly on Yahoo! Front Page and demonstrate significant improvement over commonly used baseline methods. Large scale simulation experiments to study the performance of our models under different scenarios provide encouraging results. Throughout, all modeling assumptions are validated via rigorous exploratory data analysis.

We describe a new content publishing system that selects articles to serve to a user, choosing from an editorially programmed pool that is frequently refreshed. It is now deployed on a major Internet portal, and selects articles to serve to hundreds of millions of user visits per day, significantly increasing the number of user clicks over the original manual approach, in which editors periodically selected articles to display. Some of the challenges we face include a dynamic content pool, short article lifetimes, non-stationary click-through rates, and extremely high traffic volumes. The fundamental problem we must solve is to quickly identify which items are popular(perhaps within different user segments), and to exploit them while they remain current. We must also explore the underlying pool constantly to identify promising alternatives, quickly discarding poor performers. Our approach is based on tracking per article performance in near real time through online models. We describe the characteristics and constraints of our application setting, discuss our design choices, and show the importance and effectiveness of coupling online models with a simple randomization procedure. We discuss the challenges encountered in a production online content-publishing environment and highlight issues that deserve careful attention. Our analysis of this application also suggests a number of future research avenues.