Real-time Ad retrieval via LLM-generative Commercial Intention for Sponsored Search Advertising

• URL: http://arxiv.org/abs/2504.01304v1
• Date: Wed, 02 Apr 2025 02:26:31 GMT
• Title: Real-time Ad retrieval via LLM-generative Commercial Intention for Sponsored Search Advertising
• Authors: Tongtong Liu, Zhaohui Wang, Meiyue Qin, Zenghui Lu, Xudong Chen, Yuekui Yang, Peng Shu,
• Abstract summary: We propose the Real-time Ad REtrieval (RARE) framework to retrieve ads for queries in real-time.<n>RARE uses commercial intentions (CIs) as an intermediate semantic representation to directly retrieve ads for queries in real-time.<n>Online implementation has yielded significant benefits: a 5.04% increase in consumption, a 6.37% rise in Gross Merchandise Volume (GMV), a 1.28% enhancement in click-through rate (CTR) and a 5.29% increase in shallow conversions.
• Score: 4.16793449447122
• License: http://arxiv.org/licenses/nonexclusive-distrib/1.0/
• Abstract: The integration of Large Language Models (LLMs) with retrieval systems has shown promising potential in retrieving documents (docs) or advertisements (ads) for a given query. Existing LLM-based retrieval methods generate numeric or content-based DocIDs to retrieve docs/ads. However, the one-to-few mapping between numeric IDs and docs, along with the time-consuming content extraction, leads to semantic inefficiency and limits scalability in large-scale corpora. In this paper, we propose the Real-time Ad REtrieval (RARE) framework, which leverages LLM-generated text called Commercial Intentions (CIs) as an intermediate semantic representation to directly retrieve ads for queries in real-time. These CIs are generated by a customized LLM injected with commercial knowledge, enhancing its domain relevance. Each CI corresponds to multiple ads, yielding a lightweight and scalable set of CIs. RARE has been implemented in a real-world online system, handling daily search volumes in the hundreds of millions. The online implementation has yielded significant benefits: a 5.04% increase in consumption, a 6.37% rise in Gross Merchandise Volume (GMV), a 1.28% enhancement in click-through rate (CTR) and a 5.29% increase in shallow conversions. Extensive offline experiments show RARE's superiority over ten competitive baselines in four major categories.

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