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| Main Authors: | , , , , |
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| Format: | Preprint |
| Published: |
2025
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| Subjects: | |
| Online Access: | https://arxiv.org/abs/2505.22254 |
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| _version_ | 1866908382772854784 |
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| author | Dai, Xiangxiang Sun, Xiaowei Zuo, Jinhang Liu, Xutong Lui, John C. S. |
| author_facet | Dai, Xiangxiang Sun, Xiaowei Zuo, Jinhang Liu, Xutong Lui, John C. S. |
| contents | Co-branding has become a vital strategy for businesses aiming to expand market reach within recommendation systems. However, identifying effective cross-industry partnerships remains challenging due to resource imbalances, uncertain brand willingness, and ever-changing market conditions. In this paper, we provide the first systematic study of this problem and propose a unified online-offline framework to enable co-branding recommendations. Our approach begins by constructing a bipartite graph linking ``initiating'' and ``target'' brands to quantify co-branding probabilities and assess market benefits. During the online learning phase, we dynamically update the graph in response to market feedback, while striking a balance between exploring new collaborations for long-term gains and exploiting established partnerships for immediate benefits. To address the high initial co-branding costs, our framework mitigates redundant exploration, thereby enhancing short-term performance while ensuring sustainable strategic growth. In the offline optimization phase, our framework consolidates the interests of multiple sub-brands under the same parent brand to maximize overall returns, avoid excessive investment in single sub-brands, and reduce unnecessary costs associated with over-prioritizing a single sub-brand. We present a theoretical analysis of our approach, establishing a highly nontrivial sublinear regret bound for online learning in the complex co-branding problem, and enhancing the approximation guarantee for the NP-hard offline budget allocation optimization. Experiments on both synthetic and real-world co-branding datasets demonstrate the practical effectiveness of our framework, with at least 12\% improvement. |
| format | Preprint |
| id |
arxiv_https___arxiv_org_abs_2505_22254 |
| institution | arXiv |
| publishDate | 2025 |
| record_format | arxiv |
| spellingShingle | A Unified Online-Offline Framework for Co-Branding Campaign Recommendations Dai, Xiangxiang Sun, Xiaowei Zuo, Jinhang Liu, Xutong Lui, John C. S. Machine Learning Co-branding has become a vital strategy for businesses aiming to expand market reach within recommendation systems. However, identifying effective cross-industry partnerships remains challenging due to resource imbalances, uncertain brand willingness, and ever-changing market conditions. In this paper, we provide the first systematic study of this problem and propose a unified online-offline framework to enable co-branding recommendations. Our approach begins by constructing a bipartite graph linking ``initiating'' and ``target'' brands to quantify co-branding probabilities and assess market benefits. During the online learning phase, we dynamically update the graph in response to market feedback, while striking a balance between exploring new collaborations for long-term gains and exploiting established partnerships for immediate benefits. To address the high initial co-branding costs, our framework mitigates redundant exploration, thereby enhancing short-term performance while ensuring sustainable strategic growth. In the offline optimization phase, our framework consolidates the interests of multiple sub-brands under the same parent brand to maximize overall returns, avoid excessive investment in single sub-brands, and reduce unnecessary costs associated with over-prioritizing a single sub-brand. We present a theoretical analysis of our approach, establishing a highly nontrivial sublinear regret bound for online learning in the complex co-branding problem, and enhancing the approximation guarantee for the NP-hard offline budget allocation optimization. Experiments on both synthetic and real-world co-branding datasets demonstrate the practical effectiveness of our framework, with at least 12\% improvement. |
| title | A Unified Online-Offline Framework for Co-Branding Campaign Recommendations |
| topic | Machine Learning |
| url | https://arxiv.org/abs/2505.22254 |