Mobile advertising has recently seen dramatic growth, fueled by the global proliferation of mobile phones and devices. The task of predicting ad response is thus crucial for maximizing business revenue. However, ad response data change dynamically over time, and are subject to cold-start situations in which limited history hinders reliable prediction. There is also a need for a robust regression estimation for high prediction accuracy, and good ranking to distinguish the impacts of different ads. To this end, we develop a Hierarchical Importance-aware Factorization Machine (HIFM), which provides an effective generic latent factor framework that incorporates importance weights and hierarchical learning. Comprehensive empirical studies on a real-world mobile advertising dataset show that HIFM outperforms the contemporary temporal latent factor models. The results also demonstrate the efficacy of the HIFM's importance-aware and hierarchical learning in improving the overall prediction and prediction in cold-start scenarios, respectively.

Adapter-based tuning has recently arisen as an alternative to fine-tuning. It works by adding light-weight adapter modules to a pretrained language model (PrLM) and only updating the parameters of adapter modules when learning on a downstream task. As such, it adds only a few trainable parameters per new task, allowing a high degree of parameter sharing. Prior studies have shown that adapter-based tuning often achieves comparable results to finetuning. However, existing work only focuses on the parameter-efficient aspect of adapterbased tuning while lacking further investigation on its effectiveness. In this paper, we study the latter. We first show that adapterbased tuning better mitigates forgetting issues than fine-tuning since it yields representations with less deviation from those generated by the initial PrLM. We then empirically compare the two tuning methods on several downstream NLP tasks and settings. We demonstrate that 1) adapter-based tuning outperforms fine-tuning on low-resource and cross-lingual tasks; 2) it is more robust to overfitting and less sensitive to changes in learning rates.

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