uplift

Alimama Tech

Apr 13, 2022 · Artificial Intelligence

Brand Advertising Value Modeling: From Instant CTR to Deep CVR and Incremental Uplift

Alibaba Mama’s brand advertising value system evolves from instant CTR to deep CVR and causal uplift modeling, employing focal loss, multi‑task training, GAN‑based uplift, enriched user‑sequence and UID embeddings, which together improve conversion lift, QINI, and interaction metrics while mitigating exposure bias and delayed feedback.