学术文献库

Post-click conversion rate (CVR) prediction is an essential task for discovering user interests and increasing platform revenues in a range of industrial applications. One of the most challenging problems of this task is the existence of severe selection bias caused by the inherent self-selection behavior of users and the item selection process of systems. Currently, doubly robust (DR) learning approaches achieve the state-of-the-art performance for debiasing CVR prediction. However, in this paper, by theoretically analyzing the bias, variance and generalization bounds of DR methods, we find that existing DR approaches may have poor generalization caused by inaccurate estimation of propensity scores and imputation errors, which often occur in practice. Motivated by such analysis, we propose a generalized learning framework that not only unifies existing DR methods, but also provides a valuable opportunity to develop a series of new debiasing techniques to accommodate different application scenarios. Based on the framework, we propose two new DR methods, namely DR-BIAS and DR-MSE. DR-BIAS directly controls the bias of DR loss, while DR-MSE balances the bias and variance flexibly, which achieves better generalization performance. In addition, we propose a novel tri-level joint learning optimization method for DR-MSE in CVR prediction, and an efficient training algorithm correspondingly. We conduct extensive experiments on both real-world and semi-synthetic datasets, which validate the effectiveness of our proposed methods.