Daily Papers

Online advertisements are important elements in e-commerce sites, social media platforms, and search engines. With the increasing popularity of mobile browsing, many online ads are displayed with visual information in the form of a cover image in addition to text descriptions to grab the attention of users. Various recent studies have focused on predicting the click rates of online advertisements aware of visual features or composing optimal advertisement elements to enhance visibility. In this paper, we propose Advertisement Style Editing and Attractiveness Enhancement (AdSEE), which explores whether semantic editing to ads images can affect or alter the popularity of online advertisements. We introduce StyleGAN-based facial semantic editing and inversion to ads images and train a click rate predictor attributing GAN-based face latent representations in addition to traditional visual and textual features to click rates. Through a large collected dataset named QQ-AD, containing 20,527 online ads, we perform extensive offline tests to study how different semantic directions and their edit coefficients may impact click rates. We further design a Genetic Advertisement Editor to efficiently search for the optimal edit directions and intensity given an input ad cover image to enhance its projected click rates. Online A/B tests performed over a period of 5 days have verified the increased click-through rates of AdSEE-edited samples as compared to a control group of original ads, verifying the relation between image styles and ad popularity. We open source the code for AdSEE research at https://github.com/LiyaoJiang1998/adsee.

Effective linguistic choices that attract potential customers play crucial roles in advertising success. This study aims to explore the linguistic features of ad texts that influence human preferences. Although the creation of attractive ad texts is an active area of research, progress in understanding the specific linguistic features that affect attractiveness is hindered by several obstacles. First, human preferences are complex and influenced by multiple factors, including their content, such as brand names, and their linguistic styles, making analysis challenging. Second, publicly available ad text datasets that include human preferences are lacking, such as ad performance metrics and human feedback, which reflect people's interests. To address these problems, we present AdParaphrase, a paraphrase dataset that contains human preferences for pairs of ad texts that are semantically equivalent but differ in terms of wording and style. This dataset allows for preference analysis that focuses on the differences in linguistic features. Our analysis revealed that ad texts preferred by human judges have higher fluency, longer length, more nouns, and use of bracket symbols. Furthermore, we demonstrate that an ad text-generation model that considers these findings significantly improves the attractiveness of a given text. The dataset is publicly available at: https://github.com/CyberAgentAILab/AdParaphrase.

Images tell stories, trigger emotions, and let us recall memories -- they make us think. Thus, they have the ability to attract and hold one's attention, which is the definition of being "interesting". Yet, the appeal of an image is highly subjective. Looking at the image of my son taking his first steps will always bring me back to this emotional moment, while it is just a blurry, quickly taken snapshot to most others. Preferences vary widely: some adore cats, others are dog enthusiasts, and a third group may not be fond of either. We argue that every image can be interesting to a particular observer under certain circumstances. This work particularly emphasizes subjective preferences. However, our analysis of 2.5k image collections from diverse users of the photo-sharing platform Flickr reveals that specific image characteristics make them commonly more interesting. For instance, images, including professionally taken landscapes, appeal broadly due to their aesthetic qualities. In contrast, subjectively interesting images, such as those depicting personal or niche community events, resonate on a more individual level, often evoking personal memories and emotions.

LLMs are increasingly powerful and widely used to assist users in a variety of tasks. This use risks the introduction of LLM biases to consequential decisions such as job hiring, human performance evaluation, and criminal sentencing. Bias in NLP systems along the lines of gender and ethnicity has been widely studied, especially for specific stereotypes (e.g., Asians are good at math). In this paper, we investigate bias along less-studied but still consequential, dimensions, such as age and beauty, measuring subtler correlated decisions that LLMs make between social groups and unrelated positive and negative attributes. We ask whether LLMs hold wide-reaching biases of positive or negative sentiment for specific social groups similar to the ``what is beautiful is good'' bias found in people in experimental psychology. We introduce a template-generated dataset of sentence completion tasks that asks the model to select the most appropriate attribute to complete an evaluative statement about a person described as a member of a specific social group. We also reverse the completion task to select the social group based on an attribute. We report the correlations that we find for 4 cutting-edge LLMs. This dataset can be used as a benchmark to evaluate progress in more generalized biases and the templating technique can be used to expand the benchmark with minimal additional human annotation.