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    <abstract>This paper focuses on automatically generating the text of an ad, and the goal is that the generated text can capture user interest for achieving higher click-through rate (CTR). We propose CREATER, a CTR-driven advertising text generation approach, to generate ad texts based on high-quality user reviews. To incorporate CTR objective, our model learns from online A/B test data with contrastive learning, which encourages the model to generate ad texts that obtain higher CTR. To make use of large-scale unpaired reviews, we design a customized self-supervised objective reducing the gap between pre-training and fine-tuning. Experiments on industrial datasets show that CREATER significantly outperforms current approaches. It has been deployed online in a leading advertising platform and brings uplift on core online metrics.</abstract>
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%0 Conference Proceedings
%T CREATER: CTR-driven Advertising Text Generation with Controlled Pre-Training and Contrastive Fine-Tuning
%A Wei, Penghui
%A Yang, Xuanhua
%A Liu, ShaoGuo
%A Wang, Liang
%A Zheng, Bo
%Y Loukina, Anastassia
%Y Gangadharaiah, Rashmi
%Y Min, Bonan
%S Proceedings of the 2022 Conference of the North American Chapter of the Association for Computational Linguistics: Human Language Technologies: Industry Track
%D 2022
%8 July
%I Association for Computational Linguistics
%C Hybrid: Seattle, Washington + Online
%F wei-etal-2022-creater
%X This paper focuses on automatically generating the text of an ad, and the goal is that the generated text can capture user interest for achieving higher click-through rate (CTR). We propose CREATER, a CTR-driven advertising text generation approach, to generate ad texts based on high-quality user reviews. To incorporate CTR objective, our model learns from online A/B test data with contrastive learning, which encourages the model to generate ad texts that obtain higher CTR. To make use of large-scale unpaired reviews, we design a customized self-supervised objective reducing the gap between pre-training and fine-tuning. Experiments on industrial datasets show that CREATER significantly outperforms current approaches. It has been deployed online in a leading advertising platform and brings uplift on core online metrics.
%R 10.18653/v1/2022.naacl-industry.2
%U https://aclanthology.org/2022.naacl-industry.2/
%U https://doi.org/10.18653/v1/2022.naacl-industry.2
%P 9-17

Markdown (Informal)

[CREATER: CTR-driven Advertising Text Generation with Controlled Pre-Training and Contrastive Fine-Tuning](https://aclanthology.org/2022.naacl-industry.2/) (Wei et al., NAACL 2022)

• CREATER: CTR-driven Advertising Text Generation with Controlled Pre-Training and Contrastive Fine-Tuning (Wei et al., NAACL 2022)

ACL

• Penghui Wei, Xuanhua Yang, ShaoGuo Liu, Liang Wang, and Bo Zheng. 2022. CREATER: CTR-driven Advertising Text Generation with Controlled Pre-Training and Contrastive Fine-Tuning. In Proceedings of the 2022 Conference of the North American Chapter of the Association for Computational Linguistics: Human Language Technologies: Industry Track, pages 9–17, Hybrid: Seattle, Washington + Online. Association for Computational Linguistics.