CREATER: CTR-driven Advertising Text Generation with Controlled Pre-Training and Contrastive Fine-Tuning
This paper focuses on automatically generating the text of an ad, and the goal is that the generated text can capture user interest for achieving higher click-through rate (CTR). We propose CREATER, a CTR-driven advertising text generation approach, to generate ad texts based on high-quality user reviews. To incorporate CTR objective, our model learns from online A/B test data with contrastive learning, which encourages the model to generate ad texts that obtain higher CTR. To alleviate the low-resource issue, we design a customized self-supervised objective reducing the gap between pre-training and fine-tuning. Experiments on industrial datasets show that CREATER significantly outperforms current approaches. It has been deployed online in a leading advertising platform and brings uplift on core online metrics.
Code (0)
등록된 구현이 없습니다.
Tasks
Contrastive LearningText GenerationSimilar Papers 제목 키워드 기반
PAID: A Framework of Product-Centric Advertising Image Design
In E-commerce platforms, a full advertising image is composed of a background image and marketing taglines. Automatic ad image design reduces human costs and plays a crucial role. For the convenience of users, a novel au…
Image GenerationLayout GenerationMarketingTopic-driven Ensemble for Online Advertising Generation
Online advertising is one of the most widespread ways to reach and increase a target audience for those selling products. Usually having a form of a banner, advertising engages users into visiting a corresponding webpage…
Agentic Multimodal AI for Hyperpersonalized B2B and B2C Advertising in Competitive Markets: An AI-Driven Competitive Advertising Framework
The growing use of foundation models (FMs) in real-world applications demands adaptive, reliable, and efficient strategies for dynamic markets. In the chemical industry, AI-discovered materials drive innovation, but comm…
Decision MakingIn-Context LearningMarketingMultimodal Reasoning+3KD-CVG: A Knowledge-Driven Approach for Creative Video Generation
Creative Generation (CG) leverages generative models to automatically produce advertising content that highlights product features, and it has been a significant focus of recent research. However, while CG has advanced c…
Reinforcement LearningVideo GenerationDesign Your Ad: Personalized Advertising Image and Text Generation with Unified Autoregressive Models
Generating realistic and user-preferred advertisements is a key challenge in e-commerce. Existing approaches utilize multiple independent models driven by click-through-rate (CTR) to controllably create attractive image …
Text Generation