Parallel Ranking of Ads and Creatives in Real-Time Advertising Systems

Abstract

Creativity is the heart and soul of advertising services. Effective creatives can create a win-win scenario: advertisers reach target users and achieve marketing objectives more effectively, users find products of interest more quickly, and platforms generate more advertising revenue. With the advent of AI-Generated Content, advertisers now can produce vast amounts of creative content at a minimal cost. The current challenge lies in how advertising systems can select the most pertinent creative in real-time for each user personally. Existing methods typically perform serial ranking of ads or creatives, limiting the creative module in terms of both effectiveness and efficiency. In this paper, we propose for the first time a novel architecture for online parallel estimation of ads and creatives ranking, as well as the corresponding offline joint optimization model. The online architecture enables sophisticated personalized creative modeling while reducing overall latency. The offline joint model for CTR estimation allows mutual awareness and collaborative optimization between ads and creatives. Additionally, we optimize the offline evaluation metrics for the implicit feedback sorting task involved in ad creative ranking. We conduct extensive experiments to compare ours with two state-of-the-art approaches. The results demonstrate the effectiveness of our approach in both offline evaluations and real-world advertising platforms online in terms of response time, CTR, and CPM.