Alimama Tech
Aug 3, 2022 · Artificial Intelligence
CausalMTA: Unbiased Multi‑Touch Attribution via Causal Inference
CausalMTA introduces a causal‑inference‑based multi‑touch attribution framework that eliminates static user‑attribute bias through variational recurrent auto‑encoder re‑weighting and dynamic preference bias via a gradient‑reversal‑layer‑augmented RNN, producing an unbiased conversion predictor whose Shapley‑value credits outperform existing methods on synthetic, Criteo, and Alibaba datasets.
Shapley valueadvertisingbias correction
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