With the rise of short video platforms, video recommendation technology faces more complex challenges. Currently, there are multiple non-personalized modules in the video recommendation pipeline that urgently need personalized modeling techniques for improvement. Inspired by the success of uplift modeling in online marketing, we attempt to implement uplift modeling in the video recommendation scenario. However, we face two main challenges: 1) Design and utilization of treatments, and 2) Capture of user real-time interest. To address them, we design adjusting the distribution of videos with varying durations as the treatment and propose Coarse-to-fine Dynamic Uplift Modeling (CDUM) for real-time video recommendation. CDUM consists of two modules, CPM and FIC. The former module fully utilizes the offline features of users to model their long-term preferences, while the latter module leverages online real-time contextual features and request-level candidates to model users' real-time interests. These two modules work together to dynamically identify and targeting specific user groups and applying treatments effectively. Further, we conduct comprehensive experiments on the offline public and industrial datasets and online A/B test, demonstrating the superiority and effectiveness of our proposed CDUM. Our proposed CDUM is eventually fully deployed on the Kuaishou platform, serving hundreds of millions of users every day. The source code will be provided after the paper is accepted.
@article{arxiv.2410.16755,
title = {Coarse-to-fine Dynamic Uplift Modeling for Real-time Video Recommendation},
author = {Chang Meng and Chenhao Zhai and Xueliang Wang and Shuchang Liu and Xiaoqiang Feng and Lantao Hu and Xiu Li and Han Li and Kun Gai},
journal= {arXiv preprint arXiv:2410.16755},
year = {2024}
}