User conversion prediction using a multi-task model

Abstract

The systems and techniques described herein relate to predicting user conversions in online advertising. Input data associated with user and advertisement features may be processed through neural networks to generate embedding representations or feature cross representations. A multi-task layer calculates probabilities associated with multiple user actions like clicks, page views, sign-ups, or purchases. Click-through and view-through conversion probabilities may be calculated to generate a score. The systems and techniques described herein perform predictions on multiple types of user actions despite data sparsity and negative transfer challenges, enhancing advertisement targeting and improving conversion metrics.