Multimodal cooperative learning for micro-video advertising click prediction. Issue 2 (15th June 2021)

• Record Type: Journal Article
• Authors: Chen, Runyu
• Is Part Of: Internet research. Volume 32:Issue 2(2022)
• Page Start: 477
• Page End: 495
• Publication Date: 2021-06-15
• Subjects: Micro-video -- Multimodal analysis -- Advertising click prediction -- Cooperative learning; Internet -- Periodicals; Computer networks -- Periodicals; 004.678
• DOI: 10.1108/INTR-07-2020-0388
• Languages: English
• ISSNs: 1066-2243

Abstract

Abstract : Purpose: Micro-video platforms have gained attention in recent years and have also become an important new channel for merchants to advertise their products. Since little research has studied micro-video advertising, this paper aims to fill the research gap by exploring the determinants of micro-video advertising clicks. We form a micro-video advertising click prediction model and demonstrate the effectiveness of the multimodal information extracted from the advertisement producers, commodities being sold and micro-video contents in the prediction task. Design/methodology/approach: A multimodal analysis framework was conducted based on real-world micro-video advertisement datasets. To better capture the relations between different modalities, we adopt a cooperative learning model to predict the advertising clicks. Findings: The experimental results show that the features extracted from different data sources can improve the prediction performance. Furthermore, the combination of different modal features (visual, acoustic, textual and numerical) is also worth studying. Compared to classical baseline models, the proposed cooperative learning model significantly outperforms the prediction results, which demonstrates that the relations between modalities are also important in advertising micro-video generation. Originality/value: To the best of our knowledge, this is the first study analysing micro-video advertising effects. With the help of our advertising click prediction model, advertisement producers (merchants or their partners) can benefit from generating more effective micro-video advertisements. Furthermore, micro-video platforms can apply our prediction results to optimise their advertisement allocation algorithm and better manage network traffic. This research can be of great help for more effective development of the micro-video advertisement industry.