AT4CTR: Auxiliary Match Tasks for Enhancing Click-Through Rate Prediction

Click-through rate (CTR) prediction is a vital task in industry advertising systems. Most existing methods focus on the structure design of neural network for better accuracy and suffer from the data sparsity problem. Especially in industry advertising systems, the widely applied negative sample downsampling technique due to resource limitation worsens the problem, resulting in a decline in performance. In this paper, we propose \textbf{A}uxiliary Match \textbf{T}asks for enhancing \textbf{C}lick-\textbf{T}hrough \textbf{R}ate performance (AT4CTR) to alleviate the data sparsity problem. Specifically, we design two match tasks inspired by collaborative filtering to enhance the relevance between user and item. As the "click" action is a strong signal which indicates user's preference towards item directly, we make the first match task aim at pulling closer the representation between user and item regarding the positive samples. Since the user's past click behaviors can also be treated as the user him/herself, we apply the next item prediction as the second match task. For both the match tasks, we choose the InfoNCE in contrastive learning as their loss function. The two match tasks can provide meaningful training signals to speed up the model's convergence and alleviate the data sparsity. We conduct extensive experiments on a public dataset and a large-scale industry advertising dataset. The results demonstrate the effectiveness of the proposed auxiliary match tasks. AT4CTR has been deployed in the real industry advertising system and gains remarkable revenue.