Jiwoo Choi, In Ik Lee, Woo Sung Seo, Minho Lee, Yun Young Choi
原文摘要
Estimating advertising performance in cold-start settings is challenging because historical logs are unavailable before launch. Large language models (LLMs) offer a potential alternative by simulating persona-conditioned user responses, but it remains unclear which design choices actually drive LLM-based persona simulation. Using real Google Ads e-commerce campaign data across five demographic segments, we identify three signal-form dimensions that affect simulation quality: (i) a demographic anchor without noisy rich attributes, (ii) a relative qualitative banner-blindness signal rather than quantitative anchors, and (iii) prompt phrasing. On this campaign, our method attains an MAE of 24.9 and a MAPE of 26.1%, a 51.3% lower MAE than the best tested non-LLM baseline and 77.3% lower than an LLM configuration using explicit CTR anchors. Systematic ablations show that minimal demographic descriptions achieve lower mean error than richer persona configurations, while relative qualitative cues substantially outperform the tested quantitative anchors. We additionally compare these configurations with direct-prior and rule-based baselines and with alternative LLM configurations.
Yun Young Choi, Asung Kil, Sun Woo Park, Minho Lee, Seokhwan Kim
原文摘要
Several widely used families of Graph Neural Networks carry a positive-definite geometric prior. Graph convolution read as heat diffusion needs a positive semi-definite operator, hyperbolic models place features on positive-definite Riemannian manifolds, and dot-product and GAT-style attention scores use positive-definite inner products. On heterophilic graphs, where edges often signify dissimilarity or structural repulsion, that prior is a mismatch: no positive-definite form can assign a negative squared distance to a direction the labels separate. To measure the mismatch, we introduce the Graph Signature Index ($s_{\mathcal{G}}$), the inertia of a class-compatibility matrix built from label topology alone, and we prove that no value of the edge or node homophily index in $(0,1)$ rules out a negative eigenvalue. We then propose the Pseudo-Riemannian Attention Network (PRAT), whose attention logit is a signed squared pseudo-distance under a learnable diagonal metric initialized from $s_{\mathcal{G}}$. The design is diagnose-then-learn: the signature supplies a sign structure that unconstrained training keeps outside near-zero directions, and the projection learns the rest of the metric around it. Across fifteen node-classification benchmarks PRAT outperforms or matches the strongest heterophily-adapted models. A controlled ablation ties that performance to the sign structure itself: with architecture and protocol fixed, forbidding the metric to be indefinite costs accuracy on the graphs $s_{\mathcal{G}}$ marks as indefinite and leaves the others unchanged.