From Prediction to Incrementality: Causal Optimization for Large-Scale Targeting and Recommendation

Treatment allocation under budget constraints is a central challenge in digital advertising: advertisers must decide which users to show ads to while spending a limited budget wisely. The standard approach follows a two-stage offline pipeline - first collect historical data to estimate heterogeneous treatment effects (HTE), then solve a constrained optimization to allocate the budget. This works well with abundant data, but fails in cold-start settings such as new campaigns, new markets, or new customer segments where little historical data exists. We propose Budget-Constrained Causal Bandits (BCCB), an online framework that learns which users respond to ads while simultaneously spending the budget, making treatment decisions one user at a time. BCCB unifies three components into a single sequential process: learning individual-level ad effectiveness, exploring users whose response is uncertain, and pacing the budget over time. We evaluated on the Criteo Uplift dataset, a large-scale advertising dataset from a real randomized controlled trial. Our key finding is a data-efficiency crossover: offline methods require approximately 10,000 historical observations to produce reliable results, while BCCB operates effectively from the very first user. Furthermore, BCCB exhibits 3-5x lower performance variance between runs, making it more practical for real campaign planning. Among purely online methods, BCCB consistently outperforms standard Thompson Sampling, budgeted Thompson Sampling, and greedy HTE estimation across all budget levels tested.

Causal Bayesian Optimization (CBO) combines causal inference with Bayesian optimization to enable sample-efficient intervention selection in systems with causal structure. This survey provides a systematic review of CBO through a unified BO-loop perspective, showing how causal assumptions shape intervention search spaces, surrogate models, acquisition functions, and decision policies. We organize existing methods by graph and system-knowledge assumptions, environment, intervention representation, surrogate architecture, and decision rule, and connect CBO to causal bandits, Bayesian experimental design, safe optimization, policy search, and causal abstraction. We also introduce a reproducibility-oriented benchmark spanning hard- and soft-intervention settings, with standardized GAP and a new trajectory-aware Path-Aware GAP (PA-GAP), evaluating seven CBO methods and a non-causal BO baseline across thirteen datasets, three budgets, and two metrics. Results show that no method dominates uniformly: rankings depend on dataset, budget, metric, and how causal information is used, while strong non-causal baselines remain competitive in several settings. Controlled graph-misspecification and omitted-variable stress tests further show that rankings can change substantially when learner-side causal information is perturbed. We conclude by identifying key open challenges, including robustness to causal-assumption violations, scalable unknown-graph optimization, mixed intervention types, realistic cost models, stronger theoretical guarantees, and integration with modern representation learning and causal abstractions.

Predictive models trained on observational data often fail to generalise to the distributions they encounter when deployed, especially when the training data is a product of the system being optimised. Recommender systems are a canonical example: they are trained on interaction logs confounded by the deployed policy, past user behaviour, and platform filtering. As a result, the training distribution differs substantially from the candidate distribution scored at serving time, a gap that makes offline metrics unreliable predictors of online performance. We address the distribution shift problem with a method motivated by causal representation learning (CRL). We propose an information-theoretic disentanglement criterion and prove that its optimum depends only on the causal components of the input. We then derive a tractable variational lower bound that makes the criterion optimisable from finite observational data alone. The scope of our method is narrower than that of much of the CRL literature, in that we target better generalisation under distribution shift, not full identification of all latent causal factors. This narrower target is what makes the method practical, requiring only the existing confounded logs, applying to any standard supervised model, and adding no inference-time cost. Our headline evaluation is an A/B test with millions of users on Spotify, applied to a production ranker for personalised playlist generation. A capacity-matched CRL variant performed on par offline but delivered substantial online gains in listener engagement. Complementary evidence on the public KuaiRand recommendation dataset and a synthetic benchmark with known causal structure shows the same pattern: offline parity with baseline, gains under distribution shift. Across all three settings, adding our causal disentanglement objective yields meaningfully better out-of-distribution generalisation.