# Cross-Element Combinatorial Selection for Multi-Element Creative in Display Advertising

arXiv: https://arxiv.org/abs/2307.01593 · HTML: https://mlsanity.com/paper/2307.01593/

## Key facts

- Cited by 1 papers in the map (data through 14 Oct 2026).
- Builds on 6 of its 15 references that are in the map.
- First posted on arXiv 4 Jul 2023.

## Builds on (most cited first, 6 of 6)

- [Empirical Evaluation of Gated Recurrent Neural Networks on Sequence Modeling](https://mlsanity.com/paper/1412.3555/) (2014)
- [Multi-Task Learning Using Uncertainty to Weigh Losses for Scene Geometry and Semantics](https://mlsanity.com/paper/1705.07115/) (2017)
- [DeepFM: A Factorization-Machine based Neural Network for CTR Prediction](https://mlsanity.com/paper/1703.04247/) (2017)
- [AutoInt: Automatic Feature Interaction Learning via Self-Attentive Neural Networks](https://mlsanity.com/paper/1810.11921/) (2018)
- [PEPNet: Parameter and Embedding Personalized Network for Infusing with Personalized Prior Information](https://mlsanity.com/paper/2302.01115/) (2023)
- [Deep CTR Prediction in Display Advertising](https://mlsanity.com/paper/1609.06018/) (2016)

## Built on by (most cited first, 1 of 1)

- [Creative4U: MLLMs-based Advertising Creative Image Selector with Comparative Reasoning](https://mlsanity.com/paper/2508.12628/) (2025)

## Abstract (arXiv)

The effectiveness of ad creatives is greatly influenced by their visual appearance. Advertising platforms can generate ad creatives with different appearances by combining creative elements provided by advertisers. However, with the increasing number of ad creative elements, it becomes challenging to select a suitable combination from the countless possibilities. The industry's mainstream approach is to select individual creative elements independently, which often overlooks the importance of interaction between creative elements during the modeling process. In response, this paper proposes a Cross-Element Combinatorial Selection framework for multiple creative elements, termed CECS. In the encoder process, a cross-element interaction is adopted to dynamically adjust the expression of a single creative element based on the current candidate creatives. In the decoder process, the creative combination problem is transformed into a cascade selection problem of multiple creative elements. A pointer mechanism with a cascade design is used to model the associations among candidates. Comprehensive experiments on real-world datasets show that CECS achieved the SOTA score on offline metrics. Moreover, the CECS algorithm has been deployed in our industrial application, resulting in a significant 6.02% CTR and 10.37% GMV lift, which is beneficial to the business.