{"id":"https://openalex.org/W4410636734","doi":"https://doi.org/10.1145/3701716.3715252","title":"On the Practice of Deep Hierarchical Ensemble Network for Ad Conversion Rate Prediction","display_name":"On the Practice of Deep Hierarchical Ensemble Network for Ad Conversion Rate Prediction","publication_year":2025,"publication_date":"2025-05-08","ids":{"openalex":"https://openalex.org/W4410636734","doi":"https://doi.org/10.1145/3701716.3715252"},"language":"en","primary_location":{"id":"doi:10.1145/3701716.3715252","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3701716.3715252","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3715252","source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Companion Proceedings of the ACM on Web Conference 2025","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3715252","any_repository_has_fulltext":null},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5060548099","display_name":"Jinfeng Zhuang","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Jinfeng Zhuang","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0009-3834-7628","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":null,"display_name":"Yinrui Li","orcid":"https://orcid.org/0000-0002-4918-8986"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Yinrui Li","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0000-0002-4918-8986","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5078927801","display_name":"Runze Su","orcid":"https://orcid.org/0000-0001-9631-3711"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Runze Su","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0000-0001-9631-3711","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":null,"display_name":"Ke Xu","orcid":"https://orcid.org/0009-0000-8864-9039"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ke Xu","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0000-8864-9039","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":null,"display_name":"Zhixuan Shao","orcid":"https://orcid.org/0000-0002-7646-1829"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Zhixuan Shao","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0000-0002-7646-1829","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5113423185","display_name":"Kungang Li","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Kungang Li","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0003-2341-3705","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5107823554","display_name":"Ling Leng","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ling Leng","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0008-9081-5700","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5068800701","display_name":"Han Sun","orcid":"https://orcid.org/0000-0003-1626-3561"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Han Sun","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0000-0003-1626-3561","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5015606123","display_name":"Meng Qi","orcid":"https://orcid.org/0000-0002-9943-0056"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Meng Qi","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0000-0002-9943-0056","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5006074231","display_name":"Yixiong Meng","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Yixiong Meng","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0002-2017-4342","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5080245191","display_name":"Yang Tang","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Yang Tang","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0006-9180-1832","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5067136529","display_name":"Zhifang Liu","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Zhifang Liu","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0008-9243-5875","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"middle","author":{"id":null,"display_name":"Qifei Shen","orcid":"https://orcid.org/0009-0003-5692-099X"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Qifei Shen","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0003-5692-099X","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5089953830","display_name":"Aayush Mudgal","orcid":"https://orcid.org/0009-0002-7386-3766"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Aayush Mudgal","raw_affiliation_strings":["Pinterest Inc., San Francisco, California, USA"],"raw_orcid":"https://orcid.org/0009-0002-7386-3766","affiliations":[{"raw_affiliation_string":"Pinterest Inc., San Francisco, California, USA","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":1.9052,"has_fulltext":true,"cited_by_count":1,"citation_normalized_percentile":{"value":0.81926684,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":91,"max":95},"biblio":{"volume":null,"issue":null,"first_page":"671","last_page":"680"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12016","display_name":"Web Data Mining and Analysis","score":0.9975000023841858,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T12016","display_name":"Web Data Mining and Analysis","score":0.9975000023841858,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11269","display_name":"Algorithms and Data Compression","score":0.9839000105857849,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T11550","display_name":"Text and Document Classification Technologies","score":0.9825999736785889,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6609408855438232},{"id":"https://openalex.org/keywords/artificial-intelligence","display_name":"Artificial intelligence","score":0.5042074918746948}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6609408855438232},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.5042074918746948}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3701716.3715252","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3701716.3715252","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3715252","source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Companion Proceedings of the ACM on Web Conference 2025","raw_type":"proceedings-article"}],"best_oa_location":{"id":"doi:10.1145/3701716.3715252","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3701716.3715252","pdf_url":"https://dl.acm.org/doi/pdf/10.1145/3701716.3715252","source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Companion Proceedings of the ACM on Web Conference 2025","raw_type":"proceedings-article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4410636734.pdf","grobid_xml":"https://content.openalex.org/works/W4410636734.grobid-xml"},"referenced_works_count":27,"referenced_works":["https://openalex.org/W1976526581","https://openalex.org/W2040870580","https://openalex.org/W2604662567","https://openalex.org/W2723293840","https://openalex.org/W2752782242","https://openalex.org/W2807021761","https://openalex.org/W2808787330","https://openalex.org/W2946044191","https://openalex.org/W2949152656","https://openalex.org/W2953199134","https://openalex.org/W3040478789","https://openalex.org/W3096591391","https://openalex.org/W3100848837","https://openalex.org/W3104789011","https://openalex.org/W4212881694","https://openalex.org/W4213097176","https://openalex.org/W4281401512","https://openalex.org/W4290927925","https://openalex.org/W4295682782","https://openalex.org/W4296548674","https://openalex.org/W4379382506","https://openalex.org/W4387846842","https://openalex.org/W4392270896","https://openalex.org/W4403220869","https://openalex.org/W4403221330","https://openalex.org/W6600339963","https://openalex.org/W6600553734"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2899084033","https://openalex.org/W2748952813","https://openalex.org/W2390279801","https://openalex.org/W4391913857","https://openalex.org/W2358668433","https://openalex.org/W4396701345","https://openalex.org/W2376932109","https://openalex.org/W2001405890","https://openalex.org/W4396696052"],"abstract_inverted_index":{"The":[0],"predictions":[1],"of":[2,18,64,85,91,93,160,184],"click":[3],"through":[4],"rate":[5,9],"(CTR)":[6],"and":[7,36,119,131,166,198,252,261,324,331],"conversion":[8,54,254,320],"(CVR)":[10],"play":[11],"a":[12,65,70,109,157,181,213,231,274],"crucial":[13],"role":[14],"in":[15,41,52,114,138,169,241,282,293,317],"the":[16,53,62,86,89,126,144,147,170,204,220,283,289],"success":[17,40],"ad-recommendation":[19],"systems.":[20],"A":[21],"Deep":[22],"Hierarchical":[23],"Ensemble":[24],"Network":[25],"(DHEN)":[26],"has":[27,37,314,325],"been":[28,315],"proposed":[29],"to":[30,79,107,124,136,143,175,203,225,236,278,286,302,338],"integrate":[31],"multiple":[32],"feature":[33,305],"crossing":[34,306],"modules":[35,103,307],"achieved":[38],"great":[39],"CTR":[42],"prediction.":[43,190,295],"However,":[44],"its":[45,266],"performance":[46,155,300],"for":[47,61,98,187,257],"CVR":[48,189,228,258,294],"prediction":[49,259],"is":[50,95,163],"unclear":[51],"ads":[55],"setting,":[56],"where":[57],"an":[58,164],"ad":[59,321],"bids":[60],"probability":[63],"user's":[66],"off-site":[67,253],"actions":[68,281],"on":[69,173,234,265],"third":[71],"party":[72],"website":[73],"or":[74],"app,":[75],"including":[76],"purchase,":[77],"add":[78],"cart,":[80],"sign":[81],"up,":[82],"etc.":[83],"Because":[84],"ensemble":[87],"nature,":[88],"degree":[90,159],"freedom":[92],"DHEN":[94,122,177,218,238],"essentially":[96],"high,":[97],"example,":[99],"1)":[100],"What":[101,134],"feature-crossing":[102,140],"(MLP,":[104],"DCN,":[105],"Transformer,":[106],"name":[108],"few)":[110],"should":[111,121],"be":[112,123],"included":[113],"DHEN?":[115],"2)":[116],"How":[117],"deep":[118],"wide":[120],"achieve":[125],"best":[127],"trade-off":[128],"between":[129],"efficiency":[130],"efficacy?":[132],"3)":[133],"hyper-parameters":[135],"choose":[137],"each":[139],"module?":[141],"Orthogonal":[142],"model":[145,154,223],"architecture,":[146],"input":[148,284],"personalization":[149,185,311],"features":[150,186],"also":[151],"significantly":[152,326],"impact":[153],"with":[156,180,217,230,308],"high":[158],"freedom.":[161],"It":[162,313],"important":[165],"interesting":[167],"problem":[168,197],"advertising":[171],"industry":[172],"how":[174,235],"make":[176,237],"work":[178,239],"effectively":[179,240],"diverse":[182],"collection":[183],"web-scale":[188],"In":[191],"this":[192,196],"paper,":[193],"we":[194,211,244,272],"attack":[195],"present":[199],"our":[200,318],"contributions":[201],"biased":[202],"applied":[205],"data":[206],"science":[207],"side,":[208],"including:":[209],"First,":[210],"propose":[212,273],"multitask":[214],"learning":[215],"framework":[216],"as":[219],"single":[221,304],"backbone":[222],"architecture":[224],"predict":[226,279],"all":[227],"tasks,":[229],"detailed":[232],"study":[233,264],"practice;":[242],"Second,":[243],"build":[245],"both":[246,328],"on-site":[247],"real-time":[248],"user":[249,310,329],"behavior":[250],"sequences":[251,256],"event":[255],"purposes,":[260],"conduct":[262],"ablation":[263],"importance;":[267],"Last":[268],"but":[269],"not":[270],"least,":[271],"self-supervised":[275],"auxiliary":[276],"loss":[277],"future":[280],"sequence,":[285],"help":[287],"resolve":[288],"label":[290],"sparseness":[291],"issue":[292],"Our":[296],"method":[297],"achieves":[298],"state-of-the-art":[299],"compared":[301],"previous":[303],"pre-trained":[309],"features.":[312],"deployed":[316],"Pinterest":[319],"recommendation":[322],"system":[323],"boosted":[327],"value":[330,333],"advertiser":[332],"by":[334],"connecting":[335],"online":[336],"inspiration":[337],"real-world":[339],"actions.":[340]},"counts_by_year":[{"year":2025,"cited_by_count":1}],"updated_date":"2026-07-31T08:31:51.225901","created_date":"2025-10-10T00:00:00"}