PLATO-Ad: A Unified Advertisement Text Generation Framework with Multi-Task Prompt Learning

AbstractOnline advertisement text generation aims at generating attractive and persuasive text ads to appeal to users clicking ads or purchasing products. While pretraining-based models have achieved remarkable success in generating high-quality text ads, some challenges still remain, such as ad generation in low-resource scenarios and training efficiency for multiple ad tasks. In this paper, we propose a novel unified text ad generation framework with multi-task prompt learning, called PLATO-Ad, totackle these problems. Specifically, we design a three-phase transfer learning mechanism to tackle the low-resource ad generation problem. Furthermore, we present a novel multi-task prompt learning mechanism to efficiently utilize a single lightweight model to solve multiple ad generation tasks without loss of performance compared to training a separate model for each task. Finally, we conduct offline and online evaluations and experiment results show that PLATO-Ad significantly outperforms the state-of-the-art on both offline and online metrics. PLATO-Ad has been deployed in a leading advertising platform with 3.5% CTR improvement on search ad descriptions and 10.4% CTR improvement on feed ad titles.