Jointly Optimizing Debiased CTR and Uplift for Coupons Marketing: A Unified Causal Framework

arXiv:2602.12972v2 Announce Type: replace-cross Abstract: In online advertising, marketing interventions such as coupons introduce significant confounding bias into Click-Through Rate (CTR) prediction. Observed clicks reflect a mixture of users' intrinsic preferences and the uplift induced by these interventions. This causes conventional models to miscalibrate base CTRs, which distorts downstream ranking and billing decisions. Furthermore, marketing interventions often operate as multi-valued treatments with varying magnitudes, introducing additional complexity to CTR prediction. To address th

Source: arXiv cs.LG — read the full report at the original publisher.

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