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Advertising click fraud detection plays one of the vital roles in current E-commerce websites as advertising is an essential component of its business model. It aims at, given a set of corresponding features, e.g., demographic information of users and statistical features of clicks, predicting whether a click is fraudulent or not in the community. Recent efforts attempted to incorporate attributed behavior sequence and heterogeneous network for extracting complex features of users and achieved significant effects on click fraud detection. In this paper, we propose a Multimodal and Contrastive learning network for Click Fraud detection (MCCF). Specifically, motivated by the observations on differences of demographic information, behavior sequences and media relationship between fraudsters and genuine users on E-commerce platform, MCCF jointly utilizes wide and deep features, behavior sequence and heterogeneous network to distill click representations. Moreover, these three modules are integrated by contrastive learning and collaboratively contribute to the final predictions. With the real-world datasets containing 2.54 million clicks on Alibaba platform, we investigate the effectiveness of MCCF. The experimental results show that the proposed approach is able to improve AUC by 7.2% and F1-score by 15.6%, compared with the state-of-the-art methods., Comment: Accepted to DeMal@WWW 2021

Knowledge graph embedding, which aims to learn the low-dimensional representations of entities and relationships, has attracted considerable research efforts recently. However, most knowledge graph embedding methods focus on the structural relationships in fixed triples while ignoring the temporal information. Currently, existing time-aware graph embedding methods only focus on the factual plausibility, while ignoring the temporal smoothness which models the interactions between a fact and its contexts, and thus can capture fine-granularity temporal relationships. This leads to the limited performance of embedding related applications. To solve this problem, this paper presents a Robustly Time-aware Graph Embedding (RTGE) method by incorporating temporal smoothness. Two major innovations of our paper are presented here. At first, RTGE integrates a measure of temporal smoothness in the learning process of the time-aware graph embedding. Via the proposed additional smoothing factor, RTGE can preserve both structural information and evolutionary patterns of a given graph. Secondly, RTGE provides a general task-oriented negative sampling strategy associated with temporally-aware information, which further improves the adaptive ability of the proposed algorithm and plays an essential role in obtaining superior performance in various tasks. Extensive experiments conducted on multiple benchmark tasks show that RTGE can increase performance in entity/relationship/temporal scoping prediction tasks.

Online advertising in E-commerce platforms provides sellers an opportunity to achieve potential audiences with different target goals. Ad serving systems (like display and search advertising systems) that assign ads to pages should satisfy objectives such as plenty of audience for branding advertisers, clicks or conversions for performance-based advertisers, at the same time try to maximize overall revenue of the platform. In this paper, we propose an approach based on linear programming subjects to constraints in order to optimize the revenue and improve different performance goals simultaneously. We have validated our algorithm by implementing an offline simulation system in Alibaba E-commerce platform and running the auctions from online requests which takes system performance, ranking and pricing schemas into account. We have also compared our algorithm with related work, and the results show that our algorithm can effectively improve campaign performance and revenue of the platform., Comment: 13 pages, 5 figures