Rethinking Position Bias Modeling with Knowledge Distillation for CTR Prediction

TL;DR

This paper introduces a knowledge distillation approach to mitigate position bias in CTR prediction, leveraging position information effectively and improving performance in real-world online advertising systems.

Contribution

The paper proposes a novel knowledge distillation framework that reduces position bias impact and enhances CTR prediction accuracy, addressing training-inference inconsistency and exploiting position data.

Findings

Significant performance improvements over baseline models.

Effective deployment in a large-scale online ads system.

Validated through real-world dataset and online A/B tests.

Abstract

Click-through rate (CTR) Prediction is of great importance in real-world online ads systems. One challenge for the CTR prediction task is to capture the real interest of users from their clicked items, which is inherently biased by presented positions of items, i.e., more front positions tend to obtain higher CTR values. A popular line of existing works focuses on explicitly estimating position bias by result randomization which is expensive and inefficient, or by inverse propensity weighting (IPW) which relies heavily on the quality of the propensity estimation. Another common solution is modeling position as features during offline training and simply adopting fixed value or dropout tricks when serving. However, training-inference inconsistency can lead to sub-optimal performance. Furthermore, post-click information such as position values is informative while less exploited in CTR prediction. This work proposes a simple yet efficient knowledge distillation framework to alleviate the impact of position bias and leverage position information to improve CTR prediction. We demonstrate the performance of our proposed method on a real-world production dataset and online A/B tests, achieving significant improvements over competing baseline models. The proposed method has been deployed in the real world online ads systems, serving main traffic on one of the world's largest e-commercial platforms.