# A Deep Behavior Path Matching Network for Click-Through Rate Prediction

arXiv: https://arxiv.org/abs/2302.00302 · HTML: https://mlsanity.com/paper/2302.00302/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 22 of its 25 references that are in the map.
- First posted on arXiv 1 Feb 2023.

## Builds on (most cited first, 22 of 22)

- [Attention Is All You Need](https://mlsanity.com/paper/1706.03762/) (2017)
- [BERT: Pre-training of Deep Bidirectional Transformers for Language Understanding](https://mlsanity.com/paper/1810.04805/) (2018)
- [Representation Learning with Contrastive Predictive Coding](https://mlsanity.com/paper/1807.03748/) (2018)
- [Self-Attentive Sequential Recommendation](https://mlsanity.com/paper/1808.09781/) (2018)
- [BERT4Rec: Sequential Recommendation with Bidirectional Encoder Representations from Transformer](https://mlsanity.com/paper/1904.06690/) (2019)
- [DeepFM: A Factorization-Machine based Neural Network for CTR Prediction](https://mlsanity.com/paper/1703.04247/) (2017)
- [Deep Interest Network for Click-Through Rate Prediction](https://mlsanity.com/paper/1706.06978/) (2017)
- [Deep Interest Evolution Network for Click-Through Rate Prediction](https://mlsanity.com/paper/1809.03672/) (2018)
- [xDeepFM: Combining Explicit and Implicit Feature Interactions for Recommender Systems](https://mlsanity.com/paper/1803.05170/) (2018)
- [Search-based User Interest Modeling with Lifelong Sequential Behavior Data for Click-Through Rate Prediction](https://mlsanity.com/paper/2006.05639/) (2020)
- [Behavior Sequence Transformer for E-commerce Recommendation in Alibaba](https://mlsanity.com/paper/1905.06874/) (2019)
- [Practice on Long Sequential User Behavior Modeling for Click-Through Rate Prediction](https://mlsanity.com/paper/1905.09248/) (2019)
- [Learning Tree-based Deep Model for Recommender Systems](https://mlsanity.com/paper/1801.02294/) (2018)
- [Intent Contrastive Learning for Sequential Recommendation](https://mlsanity.com/paper/2202.02519/) (2022)
- [Deep Session Interest Network for Click-Through Rate Prediction](https://mlsanity.com/paper/1905.06482/) (2019)
- [End-to-End User Behavior Retrieval in Click-Through RatePrediction Model](https://mlsanity.com/paper/2108.04468/) (2021)
- [Deep Learning for Click-Through Rate Estimation](https://mlsanity.com/paper/2104.10584/) (2021)
- [FeedRec: News Feed Recommendation with Various User Feedbacks](https://mlsanity.com/paper/2102.04903/) (2021)
- [Disentangling Long and Short-Term Interests for Recommendation](https://mlsanity.com/paper/2202.13090/) (2022)
- [Graph Intention Network for Click-through Rate Prediction in Sponsored Search](https://mlsanity.com/paper/2103.16164/) (2021)
- [Operation-aware Neural Networks for User Response Prediction](https://mlsanity.com/paper/1904.12579/) (2019)
- [Decision-Making Context Interaction Network for Click-Through Rate Prediction](https://mlsanity.com/paper/2301.12402/) (2023)

## Abstract (arXiv)

User behaviors on an e-commerce app not only contain different kinds of feedback on items but also sometimes imply the cognitive clue of the user's decision-making. For understanding the psychological procedure behind user decisions, we present the behavior path and propose to match the user's current behavior path with historical behavior paths to predict user behaviors on the app. Further, we design a deep neural network for behavior path matching and solve three difficulties in modeling behavior paths: sparsity, noise interference, and accurate matching of behavior paths. In particular, we leverage contrastive learning to augment user behavior paths, provide behavior path self-activation to alleviate the effect of noise, and adopt a two-level matching mechanism to identify the most appropriate candidate. Our model shows excellent performance on two real-world datasets, outperforming the state-of-the-art CTR model. Moreover, our model has been deployed on the Meituan food delivery platform and has accumulated 1.6% improvement in CTR and 1.8% improvement in advertising revenue.