Impression Share Prediction: An Offline Evaluation Task for Ranking Systems
- URL: http://arxiv.org/abs/2608.16872v1
- Date: Mon, 17 Aug 2026 17:52:55 GMT
- Title: Impression Share Prediction: An Offline Evaluation Task for Ranking Systems
- Abstract summary: We propose emphimpression share prediction as an offline evaluation task.<n>The task is inherently counterfactual, since the candidate has never served live traffic.<n>We develop a statistical learning framework that predicts impression shares from a candidate's early-interaction confidence signals.
- Score: 2.455009405787869
- License: http://creativecommons.org/licenses/by/4.0/
- Abstract: Offline evaluation is a major gateway before online evaluation of ranking models in A/B testing. Standard offline metrics measure predictive accuracy, but are only a surrogate for downstream utility: a model can improve them while redistributing impressions across objective buckets in ways that degrade downstream utility. No offline method surfaces these impression share shifts before online evaluation. We propose \emph{impression share prediction} as an offline evaluation task: given a candidate ranking model, predict the distribution of impressions it would produce across objective buckets - impressions grouped by optimization goal (e.g., click, video view). The task is inherently counterfactual, since the candidate has never served live traffic. We propose a structural causal model of how model predictions and delivery capacity jointly determine impression allocation, and show the counterfactual effect is identified from observational data. Building on this, we develop a statistical learning framework that predicts impression shares from a candidate's early-interaction confidence signals and current system state, trained on historical data. On data from multiple ranking model families, a Random Forest reduces L1 error by 49\% over a constant baseline for models seen during training. For held-out models, evaluated by time since first appearance, the first hour is the closest analog to true online evaluation and the hardest: the Random Forest falls below the baseline because the capacity state still reflects the prior model. An encoder-conditioned architecture that simulates a 2-hour rollout over recent auction dynamics recovers $+$22\% L1 in this regime.
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