In recent years, the success of large language models (LLMs) has driven the exploration of scaling laws in recommender systems. However, models that demonstrate scaling laws are actually challenging to deploy in industrial settings for modeling long sequences of user behaviors, due to the high computational complexity of the standard self-attention mechanism. Despite various sparse self-attention mechanisms proposed in other fields, they are not fully suited for recommendation scenarios. This is because user behaviors exhibit personalization and temporal characteristics: different users have distinct behavior patterns, and these patterns change over time, with data from these users differing significantly from data in other fields in terms of distribution. To address these challenges, we propose SparseCTR, an efficient and effective model specifically designed for long-term behaviors of users. To be precise, we first segment behavior sequences into chunks in a personalized manner to avoid separating continuous behaviors and enable parallel processing of sequences. Based on these chunks, we propose a three-branch sparse self-attention mechanism to jointly identify users' global interests, interest transitions, and short-term interests. Furthermore, we design a composite relative temporal encoding via learnable, head-specific bias coefficients, better capturing sequential and periodic relationships among user behaviors. Extensive experimental results show that SparseCTR not only improves efficiency but also outperforms state-of-the-art methods. More importantly, it exhibits an obvious scaling law phenomenon, maintaining performance improvements across three orders of magnitude in FLOPs. In online A/B testing, SparseCTR increased CTR by 1.72% and CPM by 1.41%. Our source code is available at https://github.com/laiweijiang/SparseCTR.

Click-Through Rate (CTR) models play a vital role in improving user experience and boosting business revenue in many online personalized services.However, current CTR models generally encounter bottlenecks in performance improvement.Inspired by the scaling law phenomenon of Large Language Models (LLMs), we propose a new paradigm for improving CTR predictions: first, constructing a CTR model with accuracy scalable to the model grade and data size, and then distilling the knowledge implied in this model into its lightweight model that can serve online users.To put it into practice, we construct a CTR model named SUAN (Stacked Unified Attention Network).In SUAN, we propose the unified attention block (UAB) as a behavior sequence encoder.A single UAB unifies the modeling of the sequential and non-sequential features and also measures the importance of each user behavior feature from multiple perspectives.Stacked UABs elevate the configuration to a high grade, paving the way for performance improvement.In order to benefit from the high performance of the high-grade SUAN and avoid the disadvantage of its long inference time, we modify the SUAN with sparse self-attention and parallel inference strategies to form LightSUAN, and then adopt online distillation to train the low-grade LightSUAN, taking a high-grade SUAN as a teacher.The distilled LightSUAN has superior performance but the same inference time as the LightSUAN, making it well-suited for online deployment.Experimental results show that SUAN performs exceptionally well and holds the scaling laws spanning three orders * Corresponding author.

CTR (Click-Through Rate) prediction, crucial for recommender systems and online advertising, etc., has been confirmed to benefit from modeling long-term user behaviors. Nonetheless, the vast number of behaviors and complexity of noise interference pose challenges to prediction efficiency and effectiveness. Recent solutions have evolved from single-stage models to two-stage models. However, current two-stage models often filter out significant information, resulting in an inability to capture diverse user interests and build the complete latent space of user interests. Inspired by multi-interest and generative modeling, we propose DiffuMIN (Diffusion-driven Multi-Interest Network) to model long-term user behaviors and thoroughly explore the user interest space. Specifically, we propose a target-oriented multi-interest extraction method that begins by orthogonally decomposing the target to obtain interest channels. This is followed by modeling the relationships between interest channels and user behaviors to disentangle and extract multiple user interests. We then adopt a diffusion module guided by contextual interests and interest channels, which anchor users' personalized and target-oriented interest types, enabling the generation of augmented interests that align with the latent spaces of user interests, thereby further exploring restricted interest space. Finally, we leverage contrastive learning to ensure that the generated augmented interests align with users' genuine preferences. Extensive offline experiments are conducted on two public datasets and one industrial dataset, yielding results that demonstrate the superiority of DiffuMIN. Moreover, DiffuMIN increased CTR by 1.52% and CPM by 1.10% in online A/B testing. Our source code is available at https://github.com/laiweijiang/DiffuMIN.

User behavior sequence modeling plays a significant role in Click-Through Rate (CTR) prediction on e-commerce platforms. Except for the interacted items, user behaviors contain rich interaction information, such as the behavior type, time, location, etc. However, so far, the information related to user behaviors has not yet been fully exploited. In the paper, we propose the concept of a situation and situational features for distinguishing interaction behaviors and then design a CTR model named Deep Situation-Aware Interaction Network (DSAIN). DSAIN first adopts the reparameterization trick to reduce noise in the original user behavior sequences. Then it learns the embeddings of situational features by feature embedding parameterization and tri-directional correlation fusion. Finally, it obtains the embedding of behavior sequence via heterogeneous situation aggregation. We conduct extensive offline experiments on three real-world datasets. Experimental results demonstrate the superiority of the proposed DSAIN model. More importantly, DSAIN has increased the CTR by 2.70%, the CPM by 2.62%, and the GMV by 2.16% in the online A/B test. Now, DSAIN has been deployed on the Meituan food delivery platform and serves the main traffic of the Meituan takeout app. Our source code is available at https://github.com/W-void/DSAIN.

Click-through rate (CTR) prediction plays a crucial role in industrial recommendation and advertising systems, which generate and expose multiple items for each user request. Although the user's click action on an item will be affected by the other exposed items (called contextual items), current CTR prediction methods do not exploit this context because CTR prediction is performed before the contextual items are generated. This paper introduces a solution Contextual Items Simulation and Modeling (CISM) to tackle this limitation. Specifically, we propose a near-line Context Simulation Center to simulate exposure page without affecting online service latency, and an online Context Modeling Transformer to learn user-wise context from the simulated results w.r.t. the candidate item. In addition, knowledge distillation is introduced to further improve CTR prediction. Extensive experiments on both public and industrial datasets demonstrate the effectiveness of CISM. Currently, CISM has been deployed in the online display advertising system of Meituan Waimai, serving the main traffic.