1 code implementation • 3 Apr 2022 • Hao Wang, Tai-Wei Chang, Tianqiao Liu, Jianmin Huang, Zhichao Chen, Chao Yu, Ruopeng Li, Wei Chu
In this paper, we theoretically demonstrate that ESMM suffers from the following two problems: (1) Inherent Estimation Bias (IEB), where the estimated CVR of ESMM is inherently higher than the ground truth; (2) Potential Independence Priority (PIP) for CTCVR estimation, where there is a risk that the ESMM overlooks the causality from click to conversion.