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CREATER: CTR-driven Advertising Text Generation with Controlled Pre-Training and Contrastive Fine-Tuning

2022-05-18 14:17:04
Penghui Wei, Xuanhua Yang, Shaoguo Liu, Liang Wang, Bo Zheng
arXiv_CL
             
Abstract

This paper focuses on automatically generating the text of an ad, and the goal is that the generated text can capture user interest for achieving higher click-through rate (CTR). We propose CREATER, a CTR-driven advertising text generation approach, to generate ad texts based on high-quality user reviews. To incorporate CTR objective, our model learns from online A/B test data with contrastive learning, which encourages the model to generate ad texts that obtain higher CTR. To alleviate the low-resource issue, we design a customized self-supervised objective reducing the gap between pre-training and fine-tuning. Experiments on industrial datasets show that CREATER significantly outperforms current approaches. It has been deployed online in a leading advertising platform and brings uplift on core online metrics.

Abstract (translated)

URL

https://arxiv.org/abs/2205.08943

PDF

https://arxiv.org/pdf/2205.08943.pdf

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