Daily Papers

Aiming at promoting the safe real-world deployment of Reinforcement Learning (RL), research on safe RL has made significant progress in recent years. However, most existing works in the literature still focus on the online setting where risky violations of the safety budget are likely to be incurred during training. Besides, in many real-world applications, the learned policy is required to respond to dynamically determined safety budgets (i.e., constraint threshold) in real time. In this paper, we target at the above real-time budget constraint problem under the offline setting, and propose Trajectory-based REal-time Budget Inference (TREBI) as a novel solution that approaches this problem from the perspective of trajectory distribution. Theoretically, we prove an error bound of the estimation on the episodic reward and cost under the offline setting and thus provide a performance guarantee for TREBI. Empirical results on a wide range of simulation tasks and a real-world large-scale advertising application demonstrate the capability of TREBI in solving real-time budget constraint problems under offline settings.

Large recommendation models (LRMs) are fundamental to the multi-billion dollar online advertising industry, processing massive datasets of hundreds of billions of examples before transitioning to continuous online training to adapt to rapidly changing user behavior. The massive scale of data directly impacts both computational costs and the speed at which new methods can be evaluated (R&D velocity). This paper presents actionable principles and high-level frameworks to guide practitioners in optimizing training data requirements. These strategies have been successfully deployed in Google's largest Ads CTR prediction models and are broadly applicable beyond LRMs. We outline the concept of data convergence, describe methods to accelerate this convergence, and finally, detail how to optimally balance training data volume with model size.

Large language models (LLMs) are powerful tools for content moderation, but their inference costs and latency make them prohibitive for casual use on large datasets, such as the Google Ads repository. This study proposes a method for scaling up LLM reviews for content moderation in Google Ads. First, we use heuristics to select candidates via filtering and duplicate removal, and create clusters of ads for which we select one representative ad per cluster. We then use LLMs to review only the representative ads. Finally, we propagate the LLM decisions for the representative ads back to their clusters. This method reduces the number of reviews by more than 3 orders of magnitude while achieving a 2x recall compared to a baseline non-LLM model. The success of this approach is a strong function of the representations used in clustering and label propagation; we found that cross-modal similarity representations yield better results than uni-modal representations.

In web data, advertising images are crucial for capturing user attention and improving advertising effectiveness. Most existing methods generate background for products primarily focus on the aesthetic quality, which may fail to achieve satisfactory online performance. To address this limitation, we explore the use of Multimodal Large Language Models (MLLMs) for generating advertising images by optimizing for Click-Through Rate (CTR) as the primary objective. Firstly, we build targeted pre-training tasks, and leverage a large-scale e-commerce multimodal dataset to equip MLLMs with initial capabilities for advertising image generation tasks. To further improve the CTR of generated images, we propose a novel reward model to fine-tune pre-trained MLLMs through Reinforcement Learning (RL), which can jointly utilize multimodal features and accurately reflect user click preferences. Meanwhile, a product-centric preference optimization strategy is developed to ensure that the generated background content aligns with the product characteristics after fine-tuning, enhancing the overall relevance and effectiveness of the advertising images. Extensive experiments have demonstrated that our method achieves state-of-the-art performance in both online and offline metrics. Our code and pre-trained models are publicly available at: https://github.com/Chenguoz/CAIG.

With the increase in the more fluent ad texts automatically created by natural language generation technology, it is in the high demand to verify the quality of these creatives in a real-world setting. We propose AdTEC, the first public benchmark to evaluate ad texts in multiple aspects from the perspective of practical advertising operations. Our contributions are: (i) Defining five tasks for evaluating the quality of ad texts and building a dataset based on the actual operational experience of advertising agencies, which is typically kept in-house. (ii) Validating the performance of existing pre-trained language models (PLMs) and human evaluators on the dataset. (iii) Analyzing the characteristics and providing challenges of the benchmark. The results show that while PLMs have already reached the practical usage level in several tasks, human still outperforms in certain domains, implying that there is significant room for improvement in such area.

Posters play a crucial role in marketing and advertising, contributing significantly to industrial design by enhancing visual communication and brand visibility. With recent advances in controllable text-to-image diffusion models, more concise research is now focusing on rendering text within synthetic images. Despite improvements in text rendering accuracy, the field of end-to-end poster generation remains underexplored. This complex task involves striking a balance between text rendering accuracy and automated layout to produce high-resolution images with variable aspect ratios. To tackle this challenge, we propose an end-to-end text rendering framework employing a triple cross-attention mechanism rooted in align learning, designed to create precise poster text within detailed contextual backgrounds. Additionally, we introduce a high-resolution dataset that exceeds 1024 pixels in image resolution. Our approach leverages the SDXL architecture. Extensive experiments validate the ability of our method to generate poster images featuring intricate and contextually rich backgrounds. Codes will be available at https://github.com/OPPO-Mente-Lab/GlyphDraw2.

Writing an ad text that attracts people and persuades them to click or act is essential for the success of search engine advertising. Therefore, ad creators must consider various aspects of advertising appeals (A^3) such as the price, product features, and quality. However, products and services exhibit unique effective A^3 for different industries. In this work, we focus on exploring the effective A^3 for different industries with the aim of assisting the ad creation process. To this end, we created a dataset of advertising appeals and used an existing model that detects various aspects for ad texts. Our experiments demonstrated that different industries have their own effective A^3 and that the identification of the A^3 contributes to the estimation of advertising performance.

E-commerce authoring involves creating attractive, abundant, and targeted promotional content to drive product sales. The emergence of large language models (LLMs) introduces an innovative paradigm, offering a unified solution to address various authoring tasks within this scenario. However, mainstream LLMs trained on general corpora with common sense knowledge reveal limitations in fitting complex and personalized features unique to e-commerce products and customers. Furthermore, LLMs like GPT-3.5 necessitate remote accessibility, raising concerns about safeguarding voluminous customer privacy data during transmission. This paper proposes the LLaMA-E, the unified and customized instruction-following language models focusing on diverse e-commerce authoring tasks. Specifically, the domain experts create the seed instruction set from the tasks of ads generation, query-enhanced product title rewriting, product classification, purchase intent speculation, and general Q&A. These tasks enable the models to comprehensively understand precise e-commerce authoring knowledge by interleaving features covering typical service aspects of customers, sellers, and platforms. The GPT-3.5 is introduced as a teacher model, which expands the seed instructions to form a training set for the LLaMA-E models with various scales. The experimental results show that the proposed LLaMA-E models achieve state-of-the-art results in quantitative and qualitative evaluations, also exhibiting the advantage in zero-shot scenes. To the best of our knowledge, this study is the first to serve the LLMs to specific e-commerce authoring scenarios.

This paper develops an agentic framework that employs large language models (LLMs) to automate the generation of persuasive and grounded marketing content, using real estate listing descriptions as our focal application domain. Our method is designed to align the generated content with user preferences while highlighting useful factual attributes. This agent consists of three key modules: (1) Grounding Module, mimicking expert human behavior to predict marketable features; (2) Personalization Module, aligning content with user preferences; (3) Marketing Module, ensuring factual accuracy and the inclusion of localized features. We conduct systematic human-subject experiments in the domain of real estate marketing, with a focus group of potential house buyers. The results demonstrate that marketing descriptions generated by our approach are preferred over those written by human experts by a clear margin. Our findings suggest a promising LLM-based agentic framework to automate large-scale targeted marketing while ensuring responsible generation using only facts.

Click-through rate prediction is an essential task in industrial applications, such as online advertising. Recently deep learning based models have been proposed, which follow a similar Embedding\&MLP paradigm. In these methods large scale sparse input features are first mapped into low dimensional embedding vectors, and then transformed into fixed-length vectors in a group-wise manner, finally concatenated together to fed into a multilayer perceptron (MLP) to learn the nonlinear relations among features. In this way, user features are compressed into a fixed-length representation vector, in regardless of what candidate ads are. The use of fixed-length vector will be a bottleneck, which brings difficulty for Embedding\&MLP methods to capture user's diverse interests effectively from rich historical behaviors. In this paper, we propose a novel model: Deep Interest Network (DIN) which tackles this challenge by designing a local activation unit to adaptively learn the representation of user interests from historical behaviors with respect to a certain ad. This representation vector varies over different ads, improving the expressive ability of model greatly. Besides, we develop two techniques: mini-batch aware regularization and data adaptive activation function which can help training industrial deep networks with hundreds of millions of parameters. Experiments on two public datasets as well as an Alibaba real production dataset with over 2 billion samples demonstrate the effectiveness of proposed approaches, which achieve superior performance compared with state-of-the-art methods. DIN now has been successfully deployed in the online display advertising system in Alibaba, serving the main traffic.

The rise of large language models (LLMs) has enabled LLM-based applications (a.k.a. AI agents or co-pilots), a new software paradigm that combines the strength of LLM and conventional software. Diverse LLM applications from different tenants could design complex workflows using multiple LLM requests to accomplish one task. However, they have to use the over-simplified request-level API provided by today's public LLM services, losing essential application-level information. Public LLM services have to blindly optimize individual LLM requests, leading to sub-optimal end-to-end performance of LLM applications. This paper introduces Parrot, an LLM service system that focuses on the end-to-end experience of LLM-based applications. Parrot proposes Semantic Variable, a unified abstraction to expose application-level knowledge to public LLM services. A Semantic Variable annotates an input/output variable in the prompt of a request, and creates the data pipeline when connecting multiple LLM requests, providing a natural way to program LLM applications. Exposing Semantic Variables to the public LLM service allows it to perform conventional data flow analysis to uncover the correlation across multiple LLM requests. This correlation opens a brand-new optimization space for the end-to-end performance of LLM-based applications. Extensive evaluations demonstrate that Parrot can achieve up to an order-of-magnitude improvement for popular and practical use cases of LLM applications.

Discontinuing ad creatives at an appropriate time is one of the most important ad operations that can have a significant impact on sales. Such operational support for ineffective ads has been less explored than that for effective ads. After pre-analyzing 1,000,000 real-world ad creatives, we found that there are two types of discontinuation: short-term (i.e., cut-out) and long-term (i.e., wear-out). In this paper, we propose a practical prediction framework for the discontinuation of ad creatives with a hazard function-based loss function inspired by survival analysis. Our framework predicts the discontinuations with a multi-modal deep neural network that takes as input the ad creative (e.g., text, categorical, image, numerical features). To improve the prediction performance for the two different types of discontinuations and for the ad creatives that contribute to sales, we introduce two new techniques: (1) a two-term estimation technique with multi-task learning and (2) a click-through rate-weighting technique for the loss function. We evaluated our framework using the large-scale ad creative dataset, including 10 billion scale impressions. In terms of the concordance index (short: 0.896, long: 0.939, and overall: 0.792), our framework achieved significantly better performance than the conventional method (0.531). Additionally, we confirmed that our framework (i) demonstrated the same degree of discontinuation effect as manual operations for short-term cases, and (ii) accurately predicted the ad discontinuation order, which is important for long-running ad creatives for long-term cases.

Large language model (LLM) applications are evolving beyond simple chatbots into dynamic, general-purpose agentic programs, which scale LLM calls and output tokens to help AI agents reason, explore, and solve complex tasks. However, existing LLM serving systems ignore dependencies between programs and calls, missing significant opportunities for optimization. Our analysis reveals that programs submitted to LLM serving engines experience long cumulative wait times, primarily due to head-of-line blocking at both the individual LLM request and the program. To address this, we introduce Autellix, an LLM serving system that treats programs as first-class citizens to minimize their end-to-end latencies. Autellix intercepts LLM calls submitted by programs, enriching schedulers with program-level context. We propose two scheduling algorithms-for single-threaded and distributed programs-that preempt and prioritize LLM calls based on their programs' previously completed calls. Our evaluation demonstrates that across diverse LLMs and agentic workloads, Autellix improves throughput of programs by 4-15x at the same latency compared to state-of-the-art systems, such as vLLM.

Large language models (LLMs) have attracted considerable attention in various fields for their cost-effective solutions to diverse challenges, especially with advancements in instruction tuning and quantization. E-commerce, with its complex tasks and extensive product-user interactions, presents a promising application area for LLMs. However, the domain-specific concepts and knowledge inherent in e-commerce pose significant challenges for adapting general LLMs. To address this issue, we developed EC-Guide https://github.com/fzp0424/EC-Guide-KDDUP-2024, a comprehensive e-commerce guide for instruction tuning and quantization of LLMs. We also heuristically integrated Chain-of-Thought (CoT) during inference to enhance arithmetic performance. Our approach achieved the 2nd place in Track 2 and 5th place in Track 5 at the Amazon KDD Cup'24 https://www.aicrowd.com/challenges/amazon-kdd-cup-2024-multi-task-online-shopping-challenge-for-llms. Additionally, our solution is model-agnostic, enabling effective scalability across larger systems.

In the dynamic field of eCommerce, the quality and comprehensiveness of product descriptions are pivotal for enhancing search visibility and customer engagement. Effective product descriptions can address the 'cold start' problem, align with market trends, and ultimately lead to increased click-through rates. Traditional methods for crafting these descriptions often involve significant human effort and may lack both consistency and scalability. This paper introduces a novel methodology for automating product description generation using the LLAMA 2.0 7B language model. We train the model on a dataset of authentic product descriptions from Walmart, one of the largest eCommerce platforms. The model is then fine-tuned for domain-specific language features and eCommerce nuances to enhance its utility in sales and user engagement. We employ multiple evaluation metrics, including NDCG, customer click-through rates, and human assessments, to validate the effectiveness of our approach. Our findings reveal that the system is not only scalable but also significantly reduces the human workload involved in creating product descriptions. This study underscores the considerable potential of large language models like LLAMA 2.0 7B in automating and optimizing various facets of eCommerce platforms, offering significant business impact, including improved search functionality and increased sales.

Artificial intelligence (AI) is widely deployed to solve problems related to marketing attribution and budget optimization. However, AI models can be quite complex, and it can be difficult to understand model workings and insights without extensive implementation teams. In principle, recently developed large language models (LLMs), like GPT-4, can be deployed to provide marketing insights, reducing the time and effort required to make critical decisions. In practice, there are substantial challenges that need to be overcome to reliably use such models. We focus on domain-specific question-answering, SQL generation needed for data retrieval, and tabular analysis and show how a combination of semantic search, prompt engineering, and fine-tuning can be applied to dramatically improve the ability of LLMs to execute these tasks accurately. We compare both proprietary models, like GPT-4, and open-source models, like Llama-2-70b, as well as various embedding methods. These models are tested on sample use cases specific to marketing mix modeling and attribution.

Large scale recommender models find most relevant items from huge catalogs, and they play a critical role in modern search and recommendation systems. To model the input space with large-vocab categorical features, a typical recommender model learns a joint embedding space through neural networks for both queries and items from user feedback data. However, with millions to billions of items in the corpus, users tend to provide feedback for a very small set of them, causing a power-law distribution. This makes the feedback data for long-tail items extremely sparse. Inspired by the recent success in self-supervised representation learning research in both computer vision and natural language understanding, we propose a multi-task self-supervised learning (SSL) framework for large-scale item recommendations. The framework is designed to tackle the label sparsity problem by learning better latent relationship of item features. Specifically, SSL improves item representation learning as well as serving as additional regularization to improve generalization. Furthermore, we propose a novel data augmentation method that utilizes feature correlations within the proposed framework. We evaluate our framework using two real-world datasets with 500M and 1B training examples respectively. Our results demonstrate the effectiveness of SSL regularization and show its superior performance over the state-of-the-art regularization techniques. We also have already launched the proposed techniques to a web-scale commercial app-to-app recommendation system, with significant improvements top-tier business metrics demonstrated in A/B experiments on live traffic. Our online results also verify our hypothesis that our framework indeed improves model performance even more on slices that lack supervision.

Large models represent a groundbreaking advancement in multiple application fields, enabling remarkable achievements across various tasks. However, their unprecedented scale comes with significant computational costs. These models, often consisting of billions of parameters, require vast amounts of computational resources for execution. Especially, the expansive scale and computational demands pose considerable challenges when customizing them for particular downstream tasks, particularly over the hardware platforms constrained by computational capabilities. Parameter Efficient Fine-Tuning (PEFT) provides a practical solution by efficiently adapt the large models over the various downstream tasks. In particular, PEFT refers to the process of adjusting the parameters of a pre-trained large models to adapt it to a specific task while minimizing the number of additional parameters introduced or computational resources required. This approach is particularly important when dealing with large language models with high parameter counts, as fine-tuning these models from scratch can be computationally expensive and resource-intensive, posing considerable challenges in the supporting system platform design. In this survey, we present comprehensive studies of various PEFT algorithms, examining their performance and computational overhead. Moreover, we provide an overview of applications developed using different PEFT algorithms and discuss common techniques employed to mitigate computation costs for PEFT. In addition to the algorithmic perspective, we overview various real-world system designs to investigate the implementation costs associated with different PEFT algorithms. This survey serves as an indispensable resource for researchers aiming to understand both the PEFT algorithm and its system implementation, offering detailed insights into recent advancements and practical applications.

We present LiRank, a large-scale ranking framework at LinkedIn that brings to production state-of-the-art modeling architectures and optimization methods. We unveil several modeling improvements, including Residual DCN, which adds attention and residual connections to the famous DCNv2 architecture. We share insights into combining and tuning SOTA architectures to create a unified model, including Dense Gating, Transformers and Residual DCN. We also propose novel techniques for calibration and describe how we productionalized deep learning based explore/exploit methods. To enable effective, production-grade serving of large ranking models, we detail how to train and compress models using quantization and vocabulary compression. We provide details about the deployment setup for large-scale use cases of Feed ranking, Jobs Recommendations, and Ads click-through rate (CTR) prediction. We summarize our learnings from various A/B tests by elucidating the most effective technical approaches. These ideas have contributed to relative metrics improvements across the board at LinkedIn: +0.5% member sessions in the Feed, +1.76% qualified job applications for Jobs search and recommendations, and +4.3% for Ads CTR. We hope this work can provide practical insights and solutions for practitioners interested in leveraging large-scale deep ranking systems.

Large language models (LLMs) have brought exciting new advances to mobile UI agents, a long-standing research field that aims to complete arbitrary natural language tasks through mobile UI interactions. However, existing UI agents usually demand high reasoning capabilities of powerful large models that are difficult to be deployed locally on end-users' devices, which raises huge concerns about user privacy and centralized serving cost. One way to reduce the required model size is to customize a smaller domain-specific model with high-quality training data, e.g. large-scale human demonstrations of diverse types of apps and tasks, while such datasets are extremely difficult to obtain. Inspired by the remarkable coding abilities of recent small language models (SLMs), we propose to convert the UI task automation problem to a code generation problem, which can be effectively solved by an on-device SLM and efficiently executed with an on-device code interpreter. Unlike normal coding tasks that can be extensively pretrained with public datasets, generating UI automation code is challenging due to the diversity, complexity, and variability of target apps. Therefore, we adopt a document-centered approach that automatically builds fine-grained API documentation for each app and generates diverse task samples based on this documentation. By guiding the agent with the synthetic documents and task samples, it learns to generate precise and efficient scripts to complete unseen tasks. Based on detailed comparisons with state-of-the-art mobile UI agents, our approach effectively improves the mobile task automation with significantly higher success rates and lower latency/token consumption. Code will be open-sourced.

Large Language Models (LLMs) can interact with the real world by connecting with versatile external APIs, resulting in better problem-solving and task automation capabilities. Previous research primarily focuses on APIs with limited arguments from a single source or overlooks the complex dependency relationship between different APIs. However, it is essential to utilize multiple APIs collaboratively from various sources (e.g., different Apps in the iPhone), especially for complex user instructions. In this paper, we introduce AppBench, the first benchmark to evaluate LLMs' ability to plan and execute multiple APIs from various sources in order to complete the user's task. Specifically, we consider two significant challenges in multiple APIs: 1) graph structures: some APIs can be executed independently while others need to be executed one by one, resulting in graph-like execution order; and 2) permission constraints: which source is authorized to execute the API call. We have experimental results on 9 distinct LLMs; e.g., GPT-4o achieves only a 2.0\% success rate at the most complex instruction, revealing that the existing state-of-the-art LLMs still cannot perform well in this situation even with the help of in-context learning and finetuning. Our code and data are publicly available at https://github.com/ruleGreen/AppBench.

Large language models (LLMs) have become the secret ingredient driving numerous industrial applications, showcasing their remarkable versatility across a diverse spectrum of tasks. From natural language processing and sentiment analysis to content generation and personalized recommendations, their unparalleled adaptability has facilitated widespread adoption across industries. This transformative shift driven by LLMs underscores the need to explore the underlying associated challenges and avenues for enhancement in their utilization. In this paper, our objective is to unravel and evaluate the obstacles and opportunities inherent in leveraging LLMs within an industrial context. To this end, we conduct a survey involving a group of industry practitioners, develop four research questions derived from the insights gathered, and examine 68 industry papers to address these questions and derive meaningful conclusions.

Large language models (LLMs) are increasingly being integrated into search engines to provide natural language responses tailored to user queries. Customers and end-users are also becoming more dependent on these models for quick and easy purchase decisions. In this work, we investigate whether recommendations from LLMs can be manipulated to enhance a product's visibility. We demonstrate that adding a strategic text sequence (STS) -- a carefully crafted message -- to a product's information page can significantly increase its likelihood of being listed as the LLM's top recommendation. To understand the impact of STS, we use a catalog of fictitious coffee machines and analyze its effect on two target products: one that seldom appears in the LLM's recommendations and another that usually ranks second. We observe that the strategic text sequence significantly enhances the visibility of both products by increasing their chances of appearing as the top recommendation. This ability to manipulate LLM-generated search responses provides vendors with a considerable competitive advantage and has the potential to disrupt fair market competition. Just as search engine optimization (SEO) revolutionized how webpages are customized to rank higher in search engine results, influencing LLM recommendations could profoundly impact content optimization for AI-driven search services. Code for our experiments is available at https://github.com/aounon/llm-rank-optimizer.

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.

In this era of information explosion, a personalized recommendation system is convenient for users to get information they are interested in. To deal with billions of users and items, large-scale online recommendation services usually consist of three stages: candidate generation, coarse-grained ranking, and fine-grained ranking. The success of each stage depends on whether the model accurately captures the interests of users, which are usually hidden in users' behavior data. Previous research shows that users' interests are diverse, and one vector is not sufficient to capture users' different preferences. Therefore, many methods use multiple vectors to encode users' interests. However, there are two unsolved problems: (1) The similarity of different vectors in existing methods is too high, with too much redundant information. Consequently, the interests of users are not fully represented. (2) Existing methods model the long-term and short-term behaviors together, ignoring the differences between them. This paper proposes a Hierarchical Multi-Interest Co-Network (HCN) to capture users' diverse interests in the coarse-grained ranking stage. Specifically, we design a hierarchical multi-interest extraction layer to update users' diverse interest centers iteratively. The multiple embedded vectors obtained in this way contain more information and represent the interests of users better in various aspects. Furthermore, we develop a Co-Interest Network to integrate users' long-term and short-term interests. Experiments on several real-world datasets and one large-scale industrial dataset show that HCN effectively outperforms the state-of-the-art methods. We deploy HCN into a large-scale real world E-commerce system and achieve extra 2.5\% improvements on GMV (Gross Merchandise Value).

Marketers spend billions of dollars on advertisements, but to what end? At purchase time, if customers cannot recognize the brand for which they saw an ad, the money spent on the ad is essentially wasted. Despite its importance in marketing, until now, there has been no study on the memorability of ads in the ML literature. All previous memorability studies have been conducted on short-term recall on specific content types like object and action videos. On the other hand, the advertising industry only cares about long-term memorability, and ads are almost always highly multimodal. Therefore, we release the first memorability dataset, LAMDBA, consisting of 1749 participants and 2205 ads covering 276 brands. Running statistical tests over different participant subpopulations and ad types, we find many interesting insights into what makes an ad memorable, e.g., fast-moving ads are more memorable than those with slower scenes; people who use ad-blockers remember a lower number of ads than those who don't. Next, we present a novel model, Henry, to predict the memorability of a content which achieves state-of-the-art performance across all prominent literature memorability datasets. Henry shows strong generalization performance with better results in 0-shot on unseen datasets. Finally, with the intent of memorable ad generation, we present a scalable method to build a high-quality memorable ad generation model by leveraging automatically annotated data. Our approach, SEED (Self rEwarding mEmorability Modeling), starts with a language model trained on LAMBDA as seed data and progressively trains the LLM to generate more memorable ads. We show that the generated advertisements have 44\% higher memorability scores than the original ads. Further, we release a large-scale ad dataset, UltraLAMBDA, consisting of 5 million ads with their automatically-assigned memorability scores.

Large Language Model (LLM) agents are rapidly improving to handle increasingly complex web-based tasks. Most of these agents rely on general-purpose, proprietary models like GPT-4 and focus on designing better prompts to improve their planning abilities. However, general-purpose LLMs are not specifically trained to understand specialized web contexts such as HTML, and they often struggle with long-horizon planning. We explore an alternative approach that fine-tunes open-source LLMs using production-scale workflow data collected from over 250 domains corresponding to 6 billion tokens. This simple yet effective approach shows substantial gains over prompting-based agents on existing benchmarks -- ScribeAgent achieves state-of-the-art direct generation performance on Mind2Web and improves the task success rate by 14.1% over the previous best text-only web agents on WebArena. We further perform detailed ablation studies on various fine-tuning design choices and provide insights into LLM selection, training recipes, context window optimization, and effect of dataset sizes.

In this paper, we present LiGNN, a deployed large-scale Graph Neural Networks (GNNs) Framework. We share our insight on developing and deployment of GNNs at large scale at LinkedIn. We present a set of algorithmic improvements to the quality of GNN representation learning including temporal graph architectures with long term losses, effective cold start solutions via graph densification, ID embeddings and multi-hop neighbor sampling. We explain how we built and sped up by 7x our large-scale training on LinkedIn graphs with adaptive sampling of neighbors, grouping and slicing of training data batches, specialized shared-memory queue and local gradient optimization. We summarize our deployment lessons and learnings gathered from A/B test experiments. The techniques presented in this work have contributed to an approximate relative improvements of 1% of Job application hearing back rate, 2% Ads CTR lift, 0.5% of Feed engaged daily active users, 0.2% session lift and 0.1% weekly active user lift from people recommendation. We believe that this work can provide practical solutions and insights for engineers who are interested in applying Graph neural networks at large scale.

Predicting click and conversion probabilities when bidding on ad exchanges is at the core of the programmatic advertising industry. Two separated lines of previous works respectively address i) the prediction of user conversion probability and ii) the attribution of these conversions to advertising events (such as clicks) after the fact. We argue that attribution modeling improves the efficiency of the bidding policy in the context of performance advertising. Firstly we explain the inefficiency of the standard bidding policy with respect to attribution. Secondly we learn and utilize an attribution model in the bidder itself and show how it modifies the average bid after a click. Finally we produce evidence of the effectiveness of the proposed method on both offline and online experiments with data spanning several weeks of real traffic from Criteo, a leader in performance advertising.

Large-scale recommendation systems are characterized by their reliance on high cardinality, heterogeneous features and the need to handle tens of billions of user actions on a daily basis. Despite being trained on huge volume of data with thousands of features, most Deep Learning Recommendation Models (DLRMs) in industry fail to scale with compute. Inspired by success achieved by Transformers in language and vision domains, we revisit fundamental design choices in recommendation systems. We reformulate recommendation problems as sequential transduction tasks within a generative modeling framework (``Generative Recommenders''), and propose a new architecture, HSTU, designed for high cardinality, non-stationary streaming recommendation data. HSTU outperforms baselines over synthetic and public datasets by up to 65.8\% in NDCG, and is 5.3x to 15.2x faster than FlashAttention2-based Transformers on 8192 length sequences. HSTU-based Generative Recommenders, with 1.5 trillion parameters, improve metrics in online A/B tests by 12.4\% and have been deployed on multiple surfaces of a large internet platform with billions of users. More importantly, the model quality of Generative Recommenders empirically scales as a power-law of training compute across three orders of magnitude, up to GPT-3/LLaMa-2 scale, which reduces carbon footprint needed for future model developments, and further paves the way for the first foundational models in recommendations.

We present MEGA-Bench, an evaluation suite that scales multimodal evaluation to over 500 real-world tasks, to address the highly heterogeneous daily use cases of end users. Our objective is to optimize for a set of high-quality data samples that cover a highly diverse and rich set of multimodal tasks, while enabling cost-effective and accurate model evaluation. In particular, we collected 505 realistic tasks encompassing over 8,000 samples from 16 expert annotators to extensively cover the multimodal task space. Instead of unifying these problems into standard multi-choice questions (like MMMU, MMBench, and MMT-Bench), we embrace a wide range of output formats like numbers, phrases, code, \LaTeX, coordinates, JSON, free-form, etc. To accommodate these formats, we developed over 40 metrics to evaluate these tasks. Unlike existing benchmarks, MEGA-Bench offers a fine-grained capability report across multiple dimensions (e.g., application, input type, output format, skill), allowing users to interact with and visualize model capabilities in depth. We evaluate a wide variety of frontier vision-language models on MEGA-Bench to understand their capabilities across these dimensions.