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Cold-Start based Multi-Scenario Ranking Model for Click-Through Rate Prediction

Online travel platforms (OTPs), e.g., Ctrip.com or Fliggy.com, can effectively provide travel-related products or services to users. In this paper, we focus on the multi-scenario click-through rate (CTR) prediction, i.e., training a unified model to serve all scenarios. Existing multi-scenario based CTR methods struggle in the context of OTP setting due to the ignorance of the cold-start users who have very limited data. To fill this gap, we propose a novel method named Cold-Start based Multi-scenario Network (CSMN). Specifically, it consists of two basic components including: 1) User Interest Projection Network (UIPN), which firstly purifies users' behaviors by eliminating the scenario-irrelevant information in behaviors with respect to the visiting scenario, followed by obtaining users' scenario-specific interests by summarizing the purified behaviors with respect to the target item via an attention mechanism; and 2) User Representation Memory Network (URMN), which benefits cold-start users from users with rich behaviors through a memory read and write mechanism. CSMN seamlessly integrates both components in an end-to-end learning framework. Extensive experiments on real-world offline dataset and online A/B test demonstrate the superiority of CSMN over state-of-the-art methods.

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