Causal Ranker: A Causal Adaptation Framework for Recommendation Models

Jeong-Yoon Lee, Sudeep Das

Most machine learning algorithms used in personalization and search, including deep learning algorithms, are purely associative. They learn from the correlations between features and outcomes how to best predict a target.

In many scenarios, going beyond the purely associative nature to understanding the causal mechanism between taking a certain action and the resulting incremental outcome becomes key to decision making. Causal inference gives us a principled way of learning such relationships, and when coupled with machine learning, becomes a powerful tool that can be leveraged at scale.

Compared to machine learning, causal inference allows us to build a robust framework that controls for confounders in order to estimate the true incremental impact to members

At Netflix, many surfaces today are powered by recommendation models like the personalized rows you see on your homepage. We believe that many of these surfaces can benefit from additional algorithms that focus on making each recommendation as useful to our members as possible, beyond just identifying the title or feature someone is most likely to engage with. Adding this new model on top of existing systems can help improve recommendations to those that are right in the moment, helping find the exact title members are looking to stream now.

This led us to create a framework that applies a light, causal adaptive layer on top of the base recommendation system called the Causal Ranker Framework. The framework consists of several components: impression (treatment) to play (outcome) attribution, true negative label collection, causal estimation, offline evaluation, and model serving.

A Survey of Causal Inference Applications at Netflix