News recommendation systems personalize homepage content to boost engagement,
but factors like content type, editorial stance, and geographic focus impact
recommendations. Local newspapers balance coverage across regions, yet
identifying local articles is challenging due to implicit location cues like
slang or landmarks.
Traditional methods, such as Named Entity Recognition (NER) and Knowledge
Graphs, infer locations, but Large Language Models (LLMs) offer new
possibilities while raising concerns about accuracy and explainability.
This paper explores LLMs for local article classification in Taboola's
"Homepage For You" system, comparing them to traditional techniques. Key
findings: (1) Knowledge Graphs enhance NER models' ability to detect implicit
locations, (2) LLMs outperform traditional methods, and (3) LLMs can
effectively identify local content without requiring Knowledge Graph
integration.
Offline evaluations showed LLMs excel at implicit location classification,
while online A/B tests showed a significant increased in local views. A
scalable pipeline integrating LLM-based location classification boosted local
article distribution by 27%, preserving newspapers' brand identity and
enhancing homepage personalization.