Click-through rate prediction model integrating user interest and multi-head attention mechanism

• Published in: Journal of big data 2023-12, Vol.10 (1), p.11-15, Article 11
• Main Authors: Zhang, Wei, Han, Yahui, Yi, Baolin, Zhang, Zhaoli
• Format: Article
• Language: English
• Subjects: Accuracy; Big Data; Click-through rate prediction model; Communications Engineering; Computational Science and Engineering; Computer Science; Data Mining and Knowledge Discovery; Database Management; Information Storage and Retrieval; Mathematical Applications in Computer Science; Model accuracy; Multi-head self-attention mechanism; Networks; Prediction models; Recommender systems; Residual network; User interest
• ISSN: 2196-1115; 2196-1115
• DOI: 10.1186/s40537-023-00688-6

The purpose of click-through rate (CTR) prediction is to anticipate how likely a person is to click on an advertisement or item. It's required for a lot of internet applications, such online advertising and recommendation systems. The previous click-through rate estimation approach suffered from the following two flaws. On the one hand, input characteristics (such as user id, user age, user age, item id, item category) are usually sparse and multidimensional, making them effective. High-level combination characteristics are used for prediction. Obtaining it manually by domain experts takes a long time and is difficult to finish; also, customer interests are not all the same. The accuracy of the model findings will significantly increase if this immediately recognized component is incorporated in the prediction model. As a consequence, this study creates an IARM (interactive attention rate estimation model) that incorporates user interest as well as a multi-head self-attention mechanism. The deep learning network is used in the model to determine the user's interest expression based on user attributes. The multi-head self-attention mechanism with residual network is then employed to get feature interaction, which enhances the degree of effect of significant characteristics on the estimation result as well as its accuracy. The IARM model outperforms other recent prediction models in the assessment metrics AUC and LOSS, and it has superior accuracy, according to the results from the public experimental data set.