FaithCAMERA: Construction of a Faithful Dataset for Ad Text Generation

In ad text generation (ATG), desirable ad text is both faithful and informative. That is, it should be faithful to the input document, while at the same time containing important information that appeals to potential customers. The existing evaluation data, CAMERA (arXiv:2309.12030), is suitable for evaluating informativeness, as it consists of reference ad texts created by ad creators. However, these references often include information unfaithful to the input, which is a notable obstacle in promoting ATG research. In this study, we collaborate with in-house ad creators to refine the CAMERA references and develop an alternative ATG evaluation dataset called FaithCAMERA, in which the faithfulness of references is guaranteed. Using FaithCAMERA, we can evaluate how well existing methods for improving faithfulness can generate informative ad text while maintaining faithfulness. Our experiments show that removing training data that contains unfaithful entities improves the faithfulness and informativeness at the entity level, but decreases both at the sentence level. This result suggests that for future ATG research, it is essential not only to scale the training data but also to ensure their faithfulness. Our dataset will be publicly available.

AdTEC: A Unified Benchmark for Evaluating Text Quality in Search Engine Advertising

With the increase in the more fluent ad texts automatically created by natural language generation technology, it is in the high demand to verify the quality of these creatives in a real-world setting. We propose AdTEC, the first public benchmark to evaluate ad texts in multiple aspects from the perspective of practical advertising operations. Our contributions are: (i) Defining five tasks for evaluating the quality of ad texts and building a dataset based on the actual operational experience of advertising agencies, which is typically kept in-house. (ii) Validating the performance of existing pre-trained language models (PLMs) and human evaluators on the dataset. (iii) Analyzing the characteristics and providing challenges of the benchmark. The results show that while PLMs have already reached the practical usage level in several tasks, human still outperforms in certain domains, implying that there is significant room for improvement in such area.

Not Eliminate but Aggregate: Post-Hoc Control over Mixture-of-Experts to Address Shortcut Shifts in Natural Language Understanding

Recent models for natural language understanding are inclined to exploit simple patterns in datasets, commonly known as shortcuts. These shortcuts hinge on spurious correlations between labels and latent features existing in the training data. At inference time, shortcut-dependent models are likely to generate erroneous predictions under distribution shifts, particularly when some latent features are no longer correlated with the labels. To avoid this, previous studies have trained models to eliminate the reliance on shortcuts. In this study, we explore a different direction: pessimistically aggregating the predictions of a mixture-of-experts, assuming each expert captures relatively different latent features. The experimental results demonstrate that our post-hoc control over the experts significantly enhances the model's robustness to the distribution shift in shortcuts. Besides, we show that our approach has some practical advantages. We also analyze our model and provide results to support the assumption.

Cross-lingual Transfer or Machine Translation? On Data Augmentation for Monolingual Semantic Textual Similarity

Learning better sentence embeddings leads to improved performance for natural language understanding tasks including semantic textual similarity (STS) and natural language inference (NLI). As prior studies leverage large-scale labeled NLI datasets for fine-tuning masked language models to yield sentence embeddings, task performance for languages other than English is often left behind. In this study, we directly compared two data augmentation techniques as potential solutions for monolingual STS: (a) cross-lingual transfer that exploits English resources alone as training data to yield non-English sentence embeddings as zero-shot inference, and (b) machine translation that coverts English data into pseudo non-English training data in advance. In our experiments on monolingual STS in Japanese and Korean, we find that the two data techniques yield performance on par. Rather, we find a superiority of the Wikipedia domain over the NLI domain for these languages, in contrast to prior studies that focused on NLI as training data. Combining our findings, we demonstrate that the cross-lingual transfer of Wikipedia data exhibits improved performance, and that native Wikipedia data can further improve performance for monolingual STS.

Generating Diverse and High-Quality Texts by Minimum Bayes Risk Decoding

One of the most important challenges in text generation systems is to produce outputs that are not only correct but also diverse. Recently, Minimum Bayes-Risk (MBR) decoding has gained prominence for generating sentences of the highest quality among the decoding algorithms. However, existing algorithms proposed for generating diverse outputs are predominantly based on beam search or random sampling, thus their output quality is capped by these underlying methods. In this paper, we investigate an alternative approach -- we develop diversity-promoting decoding algorithms by enforcing diversity objectives to MBR decoding. We propose two variants of MBR, Diverse MBR (DMBR) and $k$-medoids MBR (KMBR), methods to generate a set of sentences with high quality and diversity. We evaluate DMBR and KMBR on a variety of directed text generation tasks using encoder-decoder models and a large language model with prompting. The experimental results show that the proposed method achieves a better trade-off than the diverse beam search and sampling algorithms.

CAMERA: A Multimodal Dataset and Benchmark for Ad Text Generation

In response to the limitations of manual online ad production, significant research has been conducted in the field of automatic ad text generation (ATG). However, comparing different methods has been challenging because of the lack of benchmarks encompassing the entire field and the absence of well-defined problem sets with clear model inputs and outputs. To address these challenges, this paper aims to advance the field of ATG by introducing a redesigned task and constructing a benchmark. Specifically, we defined ATG as a cross-application task encompassing various aspects of the Internet advertising. As part of our contribution, we propose a first benchmark dataset, CA Multimodal Evaluation for Ad Text GeneRAtion (CAMERA), carefully designed for ATG to be able to leverage multi-modal information and conduct an industry-wise evaluation. Furthermore, we demonstrate the usefulness of our proposed benchmark through evaluation experiments using multiple baseline models, which vary in terms of the type of pre-trained language model used and the incorporation of multi-modal information. We also discuss the current state of the task and the future challenges.

Natural Language Generation for Advertising: A Survey

Natural language generation methods have emerged as effective tools to help advertisers increase the number of online advertisements they produce. This survey entails a review of the research trends on this topic over the past decade, from template-based to extractive and abstractive approaches using neural networks. Additionally, key challenges and directions revealed through the survey, including metric optimization, faithfulness, diversity, multimodality, and the development of benchmark datasets, are discussed.

Policy Gradient Algorithms with Monte-Carlo Tree Search for Non-Markov Decision Processes

Policy gradient (PG) is a reinforcement learning (RL) approach that optimizes a parameterized policy model for an expected return using gradient ascent. Given a well-parameterized policy model, such as a neural network model, with appropriate initial parameters, the PG algorithms work well even when environment does not have the Markov property. Otherwise, they can be trapped on a plateau or suffer from peakiness effects. As another successful RL approach, algorithms based on Monte-Carlo Tree Search (MCTS), which include AlphaZero, have obtained groundbreaking results especially on the board game playing domain. They are also suitable to be applied to non-Markov decision processes. However, since the standard MCTS does not have the ability to learn state representation, the size of the tree-search space can be too large to search. In this work, we examine a mixture policy of PG and MCTS to complement each other's difficulties and take advantage of them. We derive conditions for asymptotic convergence with results of a two-timescale stochastic approximation and propose an algorithm that satisfies these conditions. The effectivity of the proposed methods is verified through numerical experiments on non-Markov decision processes.

Aspect-based Analysis of Advertising Appeals for Search Engine Advertising

Writing an ad text that attracts people and persuades them to click or act is essential for the success of search engine advertising. Therefore, ad creators must consider various aspects of advertising appeals (A$^3$) such as the price, product features, and quality. However, products and services exhibit unique effective A$^3$ for different industries. In this work, we focus on exploring the effective A$^3$ for different industries with the aim of assisting the ad creation process. To this end, we created a dataset of advertising appeals and used an existing model that detects various aspects for ad texts. Our experiments demonstrated that different industries have their own effective A$^3$ and that the identification of the A$^3$ contributes to the estimation of advertising performance.