Daily Papers

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.

We introduce a general, flexible, parametric survival modelling framework which encompasses key shapes of hazard function (constant, increasing, decreasing, up-then-down, down-then-up), various common survival distributions (log-logistic, Burr type XII, Weibull, Gompertz), and includes defective distributions (i.e., cure models). This generality is achieved using four basic distributional parameters: two scale-type parameters and two shape parameters. Generalising to covariate dependence, the scale-type regression components correspond to accelerated failure time (AFT) and proportional hazards (PH) models. Therefore, this general formulation unifies the most popular survival models which allows us to consider the practical value of possible modelling choices for survival data. Furthermore, in line with our proposed flexible baseline distribution, we advocate the use of multi-parameter regression in which more than one distributional parameter depends on covariates - rather than the usual convention of having a single covariate-dependent (scale) parameter. While many choices are available, we suggest introducing covariates through just one or other of the two scale parameters, which covers AFT and PH models, in combination with a `power' shape parameter, which allows for more complex non-AFT/non-PH effects, while the other shape parameter remains covariate-independent, and handles automatic selection of the baseline distribution. We explore inferential issues in simulations, both with and without a covariate, with particular focus on evidence concerning the need, or otherwise, to include both AFT and PH parameters. We illustrate the efficacy of our modelling framework by investigating differences between treatment groups using data from a lung cancer study and a melanoma study. Censoring is accommodated throughout.