Recently, large language models (LLMs) have advanced recommendation systems (RSs), and recent works have begun to explore how to integrate LLMs into industrial RSs. While most approaches deploy LLMs offline to generate and pre-cache augmented representations for RSs, high-dimensional representations from LLMs introduce substantial storage and computational costs. Thus, it is crucial to compress LLM representations effectively. However, we identify a counterintuitive phenomenon during representation compression: Mid-layer Representation Advantage (MRA), where representations from middle layers of LLMs outperform those from final layers in recommendation tasks. This degraded final layer renders existing compression methods, which typically compress on the final layer, suboptimal. We interpret this based on modularity theory that LLMs develop spontaneous internal functional modularity and force the final layer to specialize in the proxy training task. Thus, we propose Modular Representation Compression (MARC) to explicitly control the modularity of LLMs. First, Modular Adjustment explicitly introduces compression and task adaptation modules, enabling the LLM to operate strictly as a representation-learning module. Next, to ground each module to its specific task, Modular Task Decoupling uses information constraints and different network structures to decouple tasks. Extensive experiments validate that MARC addresses MRA and produces efficient representations. Notably, MARC achieved a 2.82% eCPM lift in an online A/B test within a large-scale commercial search advertising scenario.

Graph neural networks (GNNs) have emerged as state-of-the-art methods to learn from graph-structured data for recommendation. However, most existing GNN-based recommendation methods focus on the optimization of model structures and learning strategies based on pre-defined graphs, neglecting the importance of the graph construction stage. Earlier works for graph construction usually rely on specific rules or crowdsourcing, which are either too simplistic or too labor-intensive. Recent works start to utilize large language models (LLMs) to automate the graph construction, in view of their abundant open-world knowledge and remarkable reasoning capabilities. Nevertheless, they generally suffer from two limitations: (1) invisibility of global view (e.g., overlooking contextual information) and (2) construction inefficiency. To this end, we introduce AutoGraph, an automatic graph construction framework based on LLMs for recommendation. Specifically, we first use LLMs to infer the user preference and item knowledge, which is encoded as semantic vectors. Next, we employ vector quantization to extract the latent factors from the semantic vectors. The latent factors are then incorporated as extra nodes to link the user/item nodes, resulting in a graph with in-depth global-view semantics. We further design metapath-based message aggregation to effectively aggregate the semantic and collaborative information. The framework is model-agnostic and compatible with different backbone models. Extensive experiments on three real-world datasets demonstrate the efficacy and efficiency of AutoGraph compared to existing baseline methods. We have deployed AutoGraph in Huawei advertising platform, and gain a 2.69% improvement on RPM and a 7.31% improvement on eCPM in the online A/B test. Currently AutoGraph has been used as the main traffic model, serving hundreds of millions of people.

Tagging systems play an essential role in various information retrieval applications such as search engines and recommender systems. Recently, Large Language Models (LLMs) have been applied in tagging systems due to their extensive world knowledge, semantic understanding, and reasoning capabilities. Despite achieving remarkable performance, existing methods still have limitations, including difficulties in retrieving relevant candidate tags comprehensively, challenges in adapting to emerging domain-specific knowledge, and the lack of reliable tag confidence quantification. To address these three limitations above, we propose an automatic tagging system LLM4Tag. First, a graph-based tag recall module is designed to effectively and comprehensively construct a small-scale highly relevant candidate tag set. Subsequently, a knowledge-enhanced tag generation module is employed to generate accurate tags with long-term and short-term knowledge injection. Finally, a tag confidence calibration module is introduced to generate reliable tag confidence scores. Extensive experiments over three large-scale industrial datasets show that LLM4Tag significantly outperforms the state-of-the-art baselines and LLM4Tag has been deployed online for content tagging to serve hundreds of millions of users.

The past few years have witnessed a growing interest in LLM-based recommender systems (RSs), although their industrial deployment remains in a preliminary stage. Most existing deployments leverage LLMs offline as feature enhancers, generating augmented knowledge for downstream tasks. However, in recommendation scenarios with numerous users and items, even offline knowledge generation with LLMs demands significant time and computational resources. This inefficiency arises from the autoregressive nature of LLMs. A promising solution is speculative decoding, a Draft-Then-Verify approach that increases the number of tokens generated per decoding step. In this work, we first identify recommendation knowledge generation as a highly fitting use case for retrieval-based speculative decoding. Then, we discern its two characteristics: (1) the vast number of items and users in RSs leads to retrieval inefficiency, and (2) RSs exhibit high diversity tolerance for LLM-generated text. Building on these insights, we introduce Lossless Acceleration via Speculative Decoding for LLM-based Recommender Systems (LASER), which features a Customized Retrieval Pool to enhance retrieval efficiency and Relaxed Verification to improve the acceptance rate of draft tokens. LASER achieves a 3-5x speedup on public datasets and saves about 67% of computational resources during the online A/B test on a large-scale advertising scenario with lossless downstream recommendation performance. Our code is available at https://github.com/YunjiaXi/LASER

Click-Through Rate (CTR) prediction is a fundamental technique in recommendation and advertising systems. Recent studies have shown that implementing multi-scenario recommendations contributes to strengthening information sharing and improving overall performance. However, existing multi-scenario models only consider coarse-grained explicit scenario modeling that depends on pre-defined scenario identification from manual prior rules, which is biased and sub-optimal. To address these limitations, we propose a Scenario-Aware Hierarchical Dynamic Network for Multi-Scenario Recommendations (HierRec), which perceives implicit patterns adaptively, and conducts explicit and implicit scenario modeling jointly. In particular, HierRec designs a basic scenario-oriented module based on the dynamic weight to capture scenario-specific representations. Then the hierarchical explicit and implicit scenario-aware modules are proposed to model hybrid-grained scenario information, where the multi-head implicit modeling design contributes to perceiving distinctive patterns from different perspectives. Our experiments on two public datasets and real-world industrial applications on a mainstream online advertising platform demonstrate that HierRec outperforms existing models significantly. The implementation code is available for reproducibility.

Click-through rate (CTR) prediction is crucial for personalized online services. Sample-level retrieval-based models, such as RIM, have demonstrated remarkable performance. However, they face challenges including inference inefficiency and high resource consumption due to the retrieval process, which hinder their practical application in industrial settings. To address this, we propose a universal plug-and-play retrieval-oriented knowledge (ROK) framework that bypasses the real retrieval process. The framework features a knowledge base that preserves and imitates the retrieved & aggregated representations using a decomposition-reconstruction paradigm. Knowledge distillation and contrastive learning optimize the knowledge base, enabling the integration of retrieval-enhanced representations with various CTR models. Experiments on three large-scale datasets demonstrate ROK's exceptional compatibility and performance, with the neural knowledge base serving as an effective surrogate for the retrieval pool. ROK surpasses the teacher model while maintaining superior inference efficiency and demonstrates the feasibility of distilling knowledge from non-parametric methods using a parametric approach. These results highlight ROK's strong potential for real-world applications and its ability to transform retrieval-based methods into practical solutions. Our implementation code is available to support reproducibility1.

Click-Through Rate (CTR) prediction is a fundamental technique for online advertising recommendation and the complex online competitive auction process also brings many difficulties to CTR optimization. Recent studies have shown that introducing posterior auction information contributes to the performance of CTR prediction. However, existing work doesn’t fully capitalize on the benefits of auction information and overlooks the data bias brought by the auction, leading to biased and suboptimal results. To address these limitations, we propose Auction Information Enhanced Framework (AIE) for CTR prediction in online advertising, which delves into the problem of insufficient utilization of auction signals and first reveals the auction bias. Specifically, AIE introduces two pluggable modules, namely Adaptive Market-price Auxiliary Module (AM2) and Bid Calibration Module (BCM), which work collaboratively to excavate the posterior auction signals better and enhance the performance of CTR prediction. Furthermore, the two proposed modules are lightweight, model-agnostic, and friendly to inference latency. Extensive experiments are conducted on a public dataset and an industrial dataset to demonstrate the effectiveness and compatibility of AIE. Besides, a one-month online A/B test in a large-scale advertising platform shows that AIE improves the base model by 5.76% and 2.44% in terms of eCPM and CTR, respectively.