Optimizing AD Pruning of Sponsored Search with Reinforcement Learning

TL;DR

This paper introduces a reinforcement learning method to optimize ad candidate pruning in sponsored search systems, adapting to downstream dynamics and significantly boosting revenue in real-world Baidu applications.

Contribution

It is the first to apply reinforcement learning for downstream-adaptive ad pruning in sponsored search, addressing a complex, real-time industrial problem.

Findings

Significant revenue improvements in Baidu's system

First use of RL for downstream-adaptive ad pruning

Effective in real-world, large-scale deployment

Abstract

Industrial sponsored search system (SSS) can be logically divided into three modules: keywords matching, ad retrieving, and ranking. During ad retrieving, the ad candidates grow exponentially. A query with high commercial value might retrieve a great deal of ad candidates such that the ranking module could not afford. Due to limited latency and computing resources, the candidates have to be pruned earlier. Suppose we set a pruning line to cut SSS into two parts: upstream and downstream. The problem we are going to address is: how to pick out the best $K$ items from $N$ candidates provided by the upstream to maximize the total system's revenue. Since the industrial downstream is very complicated and updated quickly, a crucial restriction in this problem is that the selection scheme should get adapted to the downstream. In this paper, we propose a novel model-free reinforcement learning approach to fixing this problem. Our approach considers downstream as a black-box environment, and the agent sequentially selects items and finally feeds into the downstream, where revenue would be estimated and used as a reward to improve the selection policy. To the best of our knowledge, this is first time to consider the system optimization from a downstream adaption view. It is also the first time to use reinforcement learning techniques to tackle this problem. The idea has been successfully realized in Baidu's sponsored search system, and online long time A/B test shows remarkable improvements on revenue.