DisenCTR: Dynamic Graph-based Disentangled Representation for Click-Through Rate Prediction

Click-through rate (CTR) prediction plays a critical role in recommender systems and other applications. Recently, modeling user behavior sequences attracts much attention and brings great improvements in the CTR field. Many existing works utilize attention mechanism or recurrent neural networks to exploit user interest from the sequence, but fail to recognize the simple truth that a user's real-time interests are inherently diverse and fluid. In this paper, we propose DisenCTR, a novel dynamic graph-based disentangled representation framework for CTR prediction. The key novelty of our method compared with existing approaches is to model evolving diverse interests of users. Specifically, we construct a time-evolving user-item interaction graph induced by historical interactions. And based on the rich dynamics supplied by the graph, we propose a disentangled graph representation module to extract diverse user interests. We further exploit the fluidity of user interests and model the temporal effect of historical behaviors using Mixture of Hawkes Process. Extensive experiments on three real-world datasets demonstrate the superior performance of our method comparing to state-of-the-art approaches.