The invention discloses an advertisement feedback optimization method and device based on
machine learning, and relates to the technical field of digital advertisements. The method comprises the following steps of: firstly, constructing a causal graph containing user characteristics, advertisement
exposure, click and conversion, eliminating selection deviation caused by
confusion variables by utilizing a dual
machine learning model, and accurately estimating a condition average
processing effect of advertisement putting; secondly, performing multi-contact attribution in combination with a conditional average
processing effect and a Shapley value to generate an initial putting strategy, and dynamically updating the strategy by using real-
time data through an incremental causal forest
algorithm; and finally, screening high conditional average
processing effect material features, generating a new idea by using a
generative adversarial network, and feeding back the new idea to a delivery engine. According to the method, the problems of correlation deviation, inaccurate attribution and delayed creative optimization in traditional advertisement putting are solved, and the advertisement putting accuracy, the real-
time response capability and the return on investment are remarkably improved.