{"id":28791,"date":"2020-03-11T23:06:52","date_gmt":"2020-03-11T15:06:52","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=28791"},"modified":"2020-03-11T23:06:52","modified_gmt":"2020-03-11T15:06:52","slug":"%e7%a8%8b%e6%ba%90%ef%bc%9a%e5%b9%bf%e5%91%8a%e7%ae%97%e6%b3%95%e5%9c%a8%e9%98%bf%e9%87%8c%e6%96%87%e5%a8%b1%e7%94%a8%e6%88%b7%e5%a2%9e%e9%95%bf%e4%b8%ad%e7%9a%84%e5%ae%9e%e8%b7%b5","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/user\/28791.html","title":{"rendered":"\u7a0b\u6e90\uff1a\u5e7f\u544a\u7b97\u6cd5\u5728\u963f\u91cc\u6587\u5a31\u7528\u6237\u589e\u957f\u4e2d\u7684\u5b9e\u8df5"},"content":{"rendered":"\n<p><strong>\u5bfc\u8bfb\uff1a<\/strong>\u4ece2019\u5e74\u5f00\u59cb\uff0c\u4f18\u9177\u4f7f\u7528DSP\u5728\u4eca\u65e5\u5934\u6761\u3001\u963f\u91cc\u5988\u5988\u7b49\u5e73\u53f0\u6295\u653e\u89c6\u9891\u5e7f\u544a\uff0c\u5b9e\u73b0\u7528\u6237\u7684\u7a33\u5b9a\u589e\u957f\u3002\u6211\u4eec\u5c06<strong><span class=\"wpcom_tag_link\"><a 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class=\"wp-image-28793\"\/><\/figure><\/div>\n\n\n\n<p>\u5728\u7528\u6237\u589e\u957f\u7684\u8fc7\u7a0b\u4e2d\uff0c\u9996\u5148\u9700\u8981\u628a\u7528\u6237\u589e\u957f\u5212\u4e3a\u4e0d\u540c\u7684\u7528\u6237\u6001\uff0c\u4e0d\u540c\u7684\u7528\u6237\u6001\u5b58\u5728\u4e0d\u540c\u4ef7\u503c\u3002<strong>\u65b0\u7528\u6237\u4f1a\u53d8\u4e3a\u4f4e\u6d3b\u7528\u6237\u3001\u4e2d\u6d3b\u7528\u6237\u76f4\u81f3\u9ad8\u6d3b\u7528\u6237\uff0c\u5728\u6574\u4f53\u8fc7\u7a0b\u4e2d\uff0c\u4e5f\u4f1a\u968f\u65f6\u53d8\u6210\u6c89\u9ed8\u7528\u6237\u3002<\/strong>\u5bf9\u7528\u6237\u589e\u957f\u800c\u8a00\uff0c\u65b0\u7528\u6237\u3001\u4f4e\u6d3b\u7528\u6237\u548c\u6c89\u9ed8\u7528\u6237\u662f\u975e\u5e38\u6709\u4ef7\u503c\u7684\uff0c\u4ed6\u4eec\u7684\u5230\u8bbf\u80fd\u6709\u6548\u63d0\u9ad8APP\u7684\u6d3b\u8dc3\u5ea6\u3002<\/p>\n\n\n\n<p><strong>RTB\u662f\u5b9e\u73b0\u7528\u6237\u589e\u957f\u7684\u4e3b\u8981\u65b9\u5f0f\u4e4b\u4e00\u3002<\/strong>\u5b83\u7684\u4e3b\u8981\u6d41\u7a0b\u662f\uff1a\u9996\u5148DSP\u53c2\u4e0e\u5e7f\u544a\u7ade\u4ef7\uff0c\u5728\u7ade\u4ef7\u6210\u529f\u4e4b\u540e\uff0c\u5e7f\u544a\u4f1a\u5c55\u73b0\u5728\u5916\u90e8\u5e73\u53f0\u4e0a\uff0c\u7528\u6237\u5728\u70b9\u51fb\u4e4b\u540e\u4f1a\u5207\u6362\u81f3\u4f18\u9177APP\u4e0a\uff0c\u5982\u679c\u611f\u5174\u8da3\u7684\u8bdd\u4f1a\u6709\u89c6\u9891\u6d88\u8d39\u548c\u6b21\u65e5\u56de\u8bbf\u3002\u6574\u4e2a\u6d41\u7a0b\u5206\u4e3a\u4e24\u90e8\u5206\uff0c\u524d\u534a\u90e8\u5206\u5f52\u5c5e\u4e8eRTB\u7ade\u4ef7\uff0c\u540e\u534a\u90e8\u5206\u5c5e\u4e8e\u7528\u6237\u589e\u957f\u3002<\/p>\n\n\n\n<p><strong>\u7528\u6237\u589e\u957f\u7684\u4e3b\u8981\u4e1a\u52a1\u76ee\u6807\u662f\u5728\u6210\u672c\u53ef\u63a7\u7684\u6761\u4ef6\u4e0b\uff0c\u6700\u5927\u5316\u9ad8\u4ef7\u503c\u7684DAU\u91cf<\/strong>\uff0c\u5373\u8ba9\u66f4\u591a\u7684\u65b0\u7528\u6237\u3001\u4f4e\u6d3b\u7528\u6237\u4ee5\u53ca\u6c89\u9ed8\u7528\u6237\u6765\u5230\u5e73\u53f0\u8fdb\u884c\u6d88\u8d39\uff0c\u589e\u52a0\u5e73\u53f0\u6d3b\u8dc3\u5ea6\u3002<\/p>\n\n\n\n<p><strong>2.\u00a0\u5e7f\u544a\u7ade\u4ef7RTB\u6982\u8ff0<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1353\" height=\"758\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-341.jpg\" alt=\"\" class=\"wp-image-28794\"\/><\/figure><\/div>\n\n\n\n<p>RTB\u6709\u4e24\u4e2a\u6bd4\u8f83\u91cd\u8981\u7684\u7ec4\u4ef6\uff1a\u5e7f\u544a\u4e3b\u7ade\u4ef7\u4ee3\u7406DSP\u548c\u63d0\u4f9b\u7ade\u4ef7\u63a5\u5165\u3001\u5224\u5b9a\u7ade\u4ef7\u6210\u529f\u4e0e\u5426\u7684\u5e73\u53f0ADX ( \u4f8b\u5982\u5934\u6761ADX\uff0c\u963f\u91cc\u7684TanX )\u3002<\/p>\n\n\n\n<p>RTB\u8fc7\u7a0b\u5982\u4e0b\uff1a\u5f53\u7528\u6237\u8bbf\u95ee\u7684Web\u9875\u9762\u6216APP\u5e94\u7528\u65f6\uff0c\u8bf7\u6c42\u53d1\u9001\u81f3ADX\uff0c\u7531ADX\u8f6c\u53d1\u81f3\u591a\u4e2aDSP\uff0cDSP\u6839\u636e\u4ece\u7528\u6237\u9700\u6c42\u5e73\u53f0 ( DMP ) 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class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"945\" height=\"300\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-645.png\" alt=\"\" class=\"wp-image-28795\"\/><\/figure><\/div>\n\n\n\n<p><strong>1.\u00a0\u7b97\u6cd5\u6d41\u7a0b<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1357\" height=\"761\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-342.jpg\" alt=\"\" class=\"wp-image-28796\"\/><\/figure><\/div>\n\n\n\n<p>\u79bb\u7ebf\u4ea7\u751f\u6570\u767e\u4e07\u7684\u5e7f\u544a\uff0c\u7b2c\u4e00\u6b65\u901a\u8fc7\u4eba\u5de5\u7cbe\u9009\u6216\u8005\u7b97\u6cd5\u9009\u62e9\u6765\u4fdd\u8bc1\u5e7f\u544a\u6c60\u7684\u52a8\u6001\u8fdb\u51fa\uff0c\u4f8b\u5982\u5220\u9664\u6295\u653e\u65f6\u95f4\u8fc7\u957f\uff0c\u70b9\u51fb\u7387\u8fc7\u4f4e\u7684\u5e7f\u544a\uff0c\u901a\u8fc7\u7b97\u6cd5\u9009\u62e9\u9ad8\u8d28\u91cf\u7684\u5e7f\u544a\uff1b\u7b2c\u4e8c\u6b65\u901a\u8fc7\u4e2a\u6027\u5316\u591a\u8def\u53ec\u56de\u9002\u5408\u7528\u6237\u7684\u5343\u767e\u4e2a\u5e7f\u544a\uff1b\u7b2c\u4e09\u6b65\u5c06\u7ecf\u8fc7\u53ec\u56de\u7684\u5e7f\u544a\u901a\u8fc7\u89c4\u5219\u8fc7\u6ee4\uff0c\u4f8b\u5982\u4f1a\u8fc7\u6ee4\u91cd\u590d\u5e7f\u544a\uff0c\u6216\u8005\u4f1a\u6839\u636e\u66dd\u5149\u9891\u7387\u6765\u63a7\u5236\uff1b\u7b2c\u56db\u6b65\u5c06\u8fd9\u4e9b\u5e7f\u544a\u901a\u8fc7\u9884\u4f30\u6a21\u578b\uff0c\u9009\u62e9\u4ef7\u503c\u6700\u9ad8\u7684\u5e7f\u544a\u901a\u8fc7\u62a5\u4ef7\u7b97\u6cd5\u4ea7\u751f\u62a5\u4ef7\uff0c\u6700\u540e\u5c06\u5e7f\u544a\u548c\u62a5\u4ef7\u7ed3\u679c\u8fd4\u56de\u81f3ADX\u3002<\/p>\n\n\n\n<p>\u4e0e\u63a8\u8350\u7cfb\u7edf\u76f8\u6bd4\uff0c\u6d41\u7a0b\u501f\u9274\u4e86\u63a8\u8350\u7cfb\u7edf\u7684\u591a\u8def\u4e2a\u6027\u5316\u53ec\u56de\uff0c\u533a\u522b\u5728\u4e8e\u63a8\u8350\u7cfb\u7edf\u5173\u6ce8Rank\u987a\u5e8f\uff0c\u800c\u5e7f\u544a\u8fd8\u5173\u6ce8CTR\u504f\u5dee\uff0c\u63a8\u8350\u7cfb\u7edf\u4e00\u822c\u6700\u540e\u7684\u7ec4\u4ef6\u662f\u91cd\u6392 ( ReRank )\uff0c\u800c\u5e7f\u544a\u7cfb\u7edf\u5728\u9884\u4f30\u4e4b\u540e\u9700\u8981\u8fdb\u884c\u62a5\u4ef7\u8ba1\u7b97\u3002<\/p>\n\n\n\n<p><strong>2.\u00a0\u7b97\u6cd5\u5b9e\u73b0\u65b9\u6848<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1355\" height=\"762\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-343.jpg\" alt=\"\" class=\"wp-image-28797\"\/><\/figure><\/div>\n\n\n\n<p>\u6211\u4eec\u9762\u5bf9\u7684\u4e1a\u52a1\u573a\u666f\u7684\u4e3b\u8981\u7279\u70b9\u662f\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>RT\u9650\u5236\u6bd4\u8f83\u4e25\u683c\uff0c\u8981\u5728100ms\u5185\u8fd4\u56de\uff1b<\/li><li>\u5b58\u5728\u591a\u6e20\u9053\u591a\u5e73\u53f0\uff1b<\/li><li>\u63a5\u5165\u91cf\u5927\uff0c\u673a\u5668\u8d44\u6e90\u6bd4\u8f83\u7d27\u5f20\u3002<\/li><\/ul>\n\n\n\n<p>\u5e38\u7528\u7684\u6392\u5e8f\u6a21\u578b\u6709LR\uff0cGBDT\uff0cDNN ( DCN\/WDL\/MMOE ) \u7b49\uff0cLR\u9700\u8981\u5927\u91cf\u7684\u7279\u5f81\u5de5\u7a0b\u5de5\u4f5c\u6765\u63d0\u9ad8\u6a21\u578b\u7cbe\u5ea6\uff0cGBDT\u7684\u8bad\u7ec3\u548c\u9884\u4f30\u90fd\u5f88\u5feb\uff0c\u80fd\u6709\u6548\u7f13\u89e3RT\u95ee\u9898\uff0c\u4f46\u662f\u7c7b\u522b\u7279\u5f81\u7684\u5904\u7406\u4e0a\u5bb9\u6613\u4f7f\u6a21\u578b\u8fc7\u62df\u5408\uff0cDNN\u7684embedding\u6280\u672f\u80fd\u591f\u5904\u7406\u5404\u79cd\u7279\u5f81\uff0c\u4f46\u662f\u7531\u4e8e\u9700\u8981\u5b58\u50a8\u5305\u542b\u6bcf\u4e2a\u7279\u5f81\u5bf9\u5e94\u7684embedding\u7684\u5927\u77e9\u9635\uff0c\u7ebf\u4e0a\u5185\u5b58\u6d88\u8017\u5f88\u5927\uff0c\u800c\u4e14DNN\u7c7b\u7684\u6a21\u578b\u867d\u7136\u80fd\u8fbe\u5230\u5f88\u9ad8\u7684\u7cbe\u5ea6\uff0c\u4f46\u8bad\u7ec3\u548c\u9884\u4f30\u90fd\u5f88\u8017\u8d44\u6e90\u5e76\u4e14\u6253\u5206\u65f6\u7684RT\u5f88\u9ad8\u3002<\/p>\n\n\n\n<p>\u5728\u591a\u6e20\u9053\u591a\u5e73\u53f0\u7edf\u4e00\u6a21\u578b\u65b9\u9762\uff0c\u4e3b\u8981\u5b58\u5728\u4e24\u4e2a\u95ee\u9898\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u4e0d\u540c\u6e20\u9053\u4e4b\u95f4\u6709\u5dee\u5f02\u3002\u4f8b\u5982\u6c7d\u8f66\u76f8\u5173\u5e7f\u544a\uff0c\u5728\u6bcd\u5a74\u793e\u533a\u548c\u6c7d\u8f66\u4e4b\u5bb6\u8bba\u575b\u70b9\u51fb\u7387\u4e4b\u95f4\u4f1a\u6709\u4e0d\u540c\uff1b<\/li><li>\u6e20\u9053\u5e73\u53f0\u76f8\u5173\u6ca1\u6709\u73b0\u6210\u7684\u7279\u5f81\u3002\u5728\u5b9e\u9645\u4e2d\uff0c\u6211\u4eec\u4ee5\u5e73\u53f0\u672c\u8eab\u4f5c\u4e3a\u7279\u5f81\uff0c\u901a\u8fc7\u6839\u636e\u5386\u53f2\u6570\u636e\u6784\u5efa\u4e0d\u540c\u5e73\u53f0\u7684\u7edf\u8ba1\u7279\u5f81\uff0c\u4f7f\u6a21\u578b\u611f\u77e5\u5230\u6e20\u9053\u5e73\u53f0\u7684\u5dee\u5f02\uff0c\u6700\u540e\u57fa\u4e8e\u4e0d\u540c\u5e73\u53f0\u4e0d\u540c\u5206\u5c42\u7684Match\u7279\u5f81\uff0c\u5b9e\u73b0\u4e86\u7531LR\u5355\u6e20\u9053\u6a21\u578b\u5230GBDT\u7edf\u4e00\u6a21\u578b\u7684\u5347\u7ea7\uff0c\u5e26\u6765\u4e86\u4e1a\u52a1\u4e0a\u7684\u660e\u663e\u6536\u76ca\u3002<\/li><\/ul>\n\n\n\n<p><strong>3.\u00a0\u9047\u5230\u7684\u95ee\u9898\u548c\u601d\u8003<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1355\" height=\"760\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-344.jpg\" alt=\"\" class=\"wp-image-28798\"\/><\/figure><\/div>\n\n\n\n<p>\u63a8\u8350\u4e2d\u5e38\u7528\u53ec\u56de\u90fd\u662fItem-based\uff0c\u901a\u8fc7\u7528\u6237\u89c2\u770b\u7684\u89c6\u9891\u6765\u5bfb\u627e\u76f8\u4f3c\u7684\u89c6\u9891\uff0c\u8ba4\u4e3a\u8fd9\u4e9b\u76f8\u4f3c\u89c6\u9891\u662f\u7528\u6237\u559c\u6b22\u7684\u89c6\u9891\uff0c\u8fd9\u5bfc\u81f4\u63a8\u8350\u7cfb\u7edf\u6709\u4ee5\u4e0b\u7f3a\u9677\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u7528\u6237\u89c2\u770b\u7684\u89c6\u9891\u672a\u5fc5\u662f\u7528\u6237\u559c\u6b22\uff1b<\/li><li>\u76f8\u4f3c\u89c6\u9891\u7684\u76f8\u4f3c\u4e4b\u5904\u672a\u5fc5\u662f\u7528\u6237\u89c2\u770b\u89c6\u9891\u7684\u771f\u6b63\u539f\u56e0\uff1b<\/li><li>\u4f4e\u9891\u7528\u6237\u89c2\u770b\u7684\u89c6\u9891\u975e\u5e38\u5c11\uff0c\u63a8\u8350\u7ed3\u679c\u7f3a\u4e4f\u591a\u6837\u6027\u3002<\/li><\/ul>\n\n\n\n<p>\u4ece\u56e0\u679c\u63a8\u65ad\u7684\u89d2\u5ea6\u601d\u8003\u4e0a\u8ff0\u95ee\u9898\u7684\u8bdd\uff0c\u6211\u4eec\u8ba4\u4e3a\u7528\u6237\u53d8\u6c89\u9ed8\u7684\u539f\u56e0\u662f\u5bf9\u4e4b\u524d\u63a8\u8350\u7684\u5185\u5bb9\u4e0d\u6ee1\u610f\uff0c\u800c\u7528\u6237\u7559\u5b58\u7684\u539f\u56e0\u662f\u56e0\u4e3a\u63a8\u8350\u7684\u89c6\u9891\u4ed6\u6bd4\u8f83\u559c\u6b22\uff0c\u56e0\u6b64\uff0c\u6211\u4eec<strong>\u5229\u7528\u65e0\u504f\u4fe1\u606f\u6784\u5efa\u76f8\u4f3c\u5ea6\u91cf\uff0c\u6784\u9020\u4f4e\u6d3b\u7528\u6237\u5230\u9ad8\u6d3b\u7528\u6237\u7684\u5339\u914d\uff0c\u627e\u5230\u4ed6\u7684\u53cd\u4e8b\u5b9e\u955c\u50cf\u4eba\uff0c\u7136\u540e\u8fdb\u884c\u76f8\u5173\u63a8\u8350\uff0c\u5728\u4e1a\u52a1\u4e0a\u4e5f\u53d6\u5f97\u4e86\u5f88\u5927\u6536\u76ca\u3002<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"945\" height=\"300\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-646.png\" alt=\"\" class=\"wp-image-28799\"\/><\/figure><\/div>\n\n\n\n<p><strong>1.\u00a0\u4e1a\u52a1\u80cc\u666f\u53ca\u95ee\u9898\u7684\u5f62\u5f0f\u5316\u5b9a\u4e49<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1355\" height=\"761\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-345.jpg\" alt=\"\" class=\"wp-image-28800\"\/><\/figure><\/div>\n\n\n\n<p>\u4e0d\u540c\u7684\u573a\u666f\u4e0b\uff0c\u5e7f\u544a\u6295\u653e\u7684\u62a5\u4ef7\u7b97\u6cd5\u5b58\u5728\u4e0d\u540c\u7684\u7ea6\u675f\uff0c\u4e3b\u8981\u573a\u666f\u5305\u62ec\u65e5\u5e38\u6295\u653e\u548c\u51b2\u91cf\u6295\u653e\uff0c\u672c\u8d28\u4e0a\u90fd\u662f\u591a\u6e20\u9053\u591a\u5206\u5c42\u7684\u6295\u653e\u3002\u5bf9\u4e8e\u65e5\u5e38\u6295\u653e\u800c\u8a00\uff0c\u4f1a\u5b58\u5728\u9884\u7b97\u7ea6\u675f\uff0c\u9996\u6d3b\u6210\u672c\u7ea6\u675f\uff0c\u7528\u6237\u4ef7\u503c\u7ea6\u675f ( \u9700\u8981\u53bb\u9ad8\u6d3b\uff0c\u8981\u66f4\u591a\u7684\u9ad8\u8d28\u91cf\u6c89\u9ed8\u7528\u6237 )\uff1b\u5f53\u8fd0\u8425\u6709\u51b2\u91cf\u9700\u6c42\u65f6\u4e3a\u51b2\u91cf\u6295\u653e\uff0c\u8fd9\u65f6\u9884\u7b97\u5145\u8db3\uff0c\u6709\u9996\u6d3b\u6210\u672c\u7ea6\u675f\uff0c\u7528\u6237\u4ef7\u503c\u7ea6\u675f\u3002<\/p>\n\n\n\n<p><strong>2. \u5355PID\u89e3\u51b3\u51b2\u91cf\u6295\u653e<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1356\" height=\"761\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-346.jpg\" alt=\"\" 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class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" width=\"1356\" height=\"760\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/member\/avatars\/image-347.jpg\" alt=\"\" class=\"wp-image-28802\"\/><\/figure><\/div>\n\n\n\n<p>\u5bf9\u4e8e\u65e5\u5e38\u6295\u653e\u800c\u8a00\uff0c\u4f1a\u5b58\u5728\u9884\u7b97\u7ea6\u675f\uff0c\u9996\u6d3b\u6210\u672c\u7ea6\u675f\uff0c\u7528\u6237\u4ef7\u503c\u7ea6\u675f ( \u9700\u8981\u53bb\u9ad8\u6d3b\uff0c\u8981\u66f4\u591a\u7684\u9ad8\u8d28\u91cf\u6c89\u9ed8\u7528\u6237 )\uff0c\u6211\u4eec\u91c7\u7528\u591a\u76ee\u6807\u7ea6\u675f\u4e0b\u7684\u6700\u5927\u5316\u95ee\u9898\u6765\u5efa\u6a21\uff0c\u7528\u62c9\u683c\u6717\u65e5\u5bf9\u5076\u6cd5\u89e3\u51b3\uff0c\u80fd\u89e3\u51fa\u4e00\u4e2a\u51fa\u4ef7\u516c\u5f0f ( \u53ef\u53c2\u8003KDD2018\u5bf9\u5e94\u8bba\u6587 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