# Enhancing Dynamic Image Advertising with Vision-Language Pre-training

arXiv: https://arxiv.org/abs/2306.14112 · HTML: https://mlsanity.com/paper/2306.14112/

## Key facts

- Cited by 2 papers in the map (data through 14 Oct 2026).
- Placed in Document understanding and multimodal RAG, one of 16 directions in Multimodal LLMs / vision-language models.
- Builds on 28 of its 36 references that are in the map.
- First posted on arXiv 25 Jun 2023.

## Placed in

- Multimodal LLMs / vision-language models / [Document understanding and multimodal RAG](https://mlsanity.com/mllm/document-understanding-and-multimodal-rag/)

## Builds on (most cited first, 28 of 28)

- [BERT: Pre-training of Deep Bidirectional Transformers for Language Understanding](https://mlsanity.com/paper/1810.04805/) (2018)
- [Learning Transferable Visual Models From Natural Language Supervision](https://mlsanity.com/paper/2103.00020/) (2021)
- [An Image is Worth 16x16 Words: Transformers for Image Recognition at Scale](https://mlsanity.com/paper/2010.11929/) (2020)
- [RoBERTa: A Robustly Optimized BERT Pretraining Approach](https://mlsanity.com/paper/1907.11692/) (2019)
- [Representation Learning with Contrastive Predictive Coding](https://mlsanity.com/paper/1807.03748/) (2018)
- [Momentum Contrast for Unsupervised Visual Representation Learning](https://mlsanity.com/paper/1911.05722/) (2019)
- [BLIP: Bootstrapping Language-Image Pre-training for Unified Vision-Language Understanding and Generation](https://mlsanity.com/paper/2201.12086/) (2022)
- [Scaling Up Visual and Vision-Language Representation Learning With Noisy Text Supervision](https://mlsanity.com/paper/2102.05918/) (2021)
- [Visual Genome: Connecting Language and Vision Using Crowdsourced Dense Image Annotations](https://mlsanity.com/paper/1602.07332/) (2016)
- [RandAugment: Practical automated data augmentation with a reduced search space](https://mlsanity.com/paper/1909.13719/) (2019)
- [Align before Fuse: Vision and Language Representation Learning with Momentum Distillation](https://mlsanity.com/paper/2107.07651/) (2021)
- [CoCa: Contrastive Captioners are Image-Text Foundation Models](https://mlsanity.com/paper/2205.01917/) (2022)
- [ViLT: Vision-and-Language Transformer Without Convolution or Region Supervision](https://mlsanity.com/paper/2102.03334/) (2021)
- [Oscar: Object-Semantics Aligned Pre-training for Vision-Language Tasks](https://mlsanity.com/paper/2004.06165/) (2020)
- [SimVLM: Simple Visual Language Model Pretraining with Weak Supervision](https://mlsanity.com/paper/2108.10904/) (2021)
- [VLMo: Unified Vision-Language Pre-Training with Mixture-of-Modality-Experts](https://mlsanity.com/paper/2111.02358/) (2021)
- [Wukong: A 100 Million Large-scale Chinese Cross-modal Pre-training Benchmark](https://mlsanity.com/paper/2202.06767/) (2022)
- [Chinese CLIP: Contrastive Vision-Language Pretraining in Chinese](https://mlsanity.com/paper/2211.01335/) (2022)
- [COCO-CN for Cross-Lingual Image Tagging, Captioning and Retrieval](https://mlsanity.com/paper/1805.08661/) (2018)
- [Kaleido-BERT: Vision-Language Pre-training on Fashion Domain](https://mlsanity.com/paper/2103.16110/) (2021)
- [FashionBERT: Text and Image Matching with Adaptive Loss for Cross-modal Retrieval](https://mlsanity.com/paper/2005.09801/) (2020)
- [TextGNN: Improving Text Encoder via Graph Neural Network in Sponsored Search](https://mlsanity.com/paper/2101.06323/) (2021)
- [AdsGNN: Behavior-Graph Augmented Relevance Modeling in Sponsored Search](https://mlsanity.com/paper/2104.12080/) (2021)
- [Fluency-Guided Cross-Lingual Image Captioning](https://mlsanity.com/paper/1708.04390/) (2017)
- [Uni-Retriever: Towards Learning The Unified Embedding Based Retriever in Bing Sponsored Search](https://mlsanity.com/paper/2202.06212/) (2022)
- [ERNIE-ViL 2.0: Multi-view Contrastive Learning for Image-Text Pre-training](https://mlsanity.com/paper/2209.15270/) (2022)
- [Boost CTR Prediction for New Advertisements via Modeling Visual Content](https://mlsanity.com/paper/2209.11727/) (2022)
- [AMCAD: Adaptive Mixed-Curvature Representation based Advertisement Retrieval System](https://mlsanity.com/paper/2203.14683/) (2022)

## Built on by (most cited first, 2 of 2)

- [SUMMA: A Multimodal Large Language Model for Advertisement Summarization](https://mlsanity.com/paper/2508.20582/) (2025)
- [PATFinger: Prompt-Adapted Transferable Fingerprinting against Unauthorized Multimodal Dataset Usage](https://mlsanity.com/paper/2504.11509/) (2025)

## Abstract (arXiv)

In the multimedia era, image is an effective medium in search advertising. Dynamic Image Advertising (DIA), a system that matches queries with ad images and generates multimodal ads, is introduced to improve user experience and ad revenue. The core of DIA is a query-image matching module performing ad image retrieval and relevance modeling. Current query-image matching suffers from limited and inconsistent data, and insufficient cross-modal interaction. Also, the separate optimization of retrieval and relevance models affects overall performance. To address this issue, we propose a vision-language framework consisting of two parts. First, we train a base model on large-scale image-text pairs to learn general multimodal representation. Then, we fine-tune the base model on advertising business data, unifying relevance modeling and retrieval through multi-objective learning. Our framework has been implemented in Baidu search advertising system "Phoneix Nest". Online evaluation shows that it improves cost per mille (CPM) and click-through rate (CTR) by 1.04% and 1.865%.