Multifeedback Behavior-Based Interest Modeling Network for Adaptive Click-Through Rate Prediction

With the rapid development of the Internet, the recommendation system is becoming more and more important in people's life. Click-through rate prediction is a crucial task in the recommendation system, which directly determines the effect of the recommendation system. Recently, researchers have found that considering the user behavior sequence can greatly improve the accuracy of the click-through rate prediction model. However, the existing prediction models usually use the user click behavior sequence as the input of the model, which will make it difficult for the model to obtain a comprehensive user interest representation. In this paper, a unified multitype user behavior sequence modeling framework named as MBIN, a.k.a. multifeedback behavior-based Interest modeling network, is proposed to cope with uncertainties in the noisy data. The proposed adaptive model uses deep learning technology, obtains user interest representation through multihead attention, denoises user interest representation using the vector projection method, and fuses the user interests using adaptive dropout technology. First, an interest denoising layer is proposed in the MBIN, which can effectively mitigate the noise problem in user behavior sequences to obtain more accurate user interests. Second, an interest fusion layer is introduced so as to effectively model and fuse various types of interest representations of users to achieve personalized interest fusion. Then, we used auxiliary losses based on behavior sequences to enhance the effect of behavior sequence modeling and improve the effectiveness of user interest characterization. Finally, we conduct extensive experiments based on real-world and large-scale dataset to validate the effectiveness of our approach in CTR prediction tasks.