Yichen Ouyang, Lu Wang, Fangkai Yang, Pu Zhao, Chenghua Huang, Jianfeng Liu, Bochen Pang, Yaming Yang, Yuefeng Zhan, Hao Sun, Qingwei Lin, Saravan Rajmohan, Weiwei Deng, Dongmei Zhang, Feng Sun. Proceedings of the 2025 Conference on Empirical Methods in Natural Language Processing. 2025.

Vision-Language Pretraining (VLP) has significantly improved the performance of various vision-language tasks with the matching of images and texts. In this paper, we propose VL-Match, a Vision-Language framework with Enhanced Token-level and Instance-level Matching. At the token level, a Vision-Language Replaced Token Detection task is designed to boost the substantial interaction between text tokens and images, where the text encoder of VLP works as a generator to generate a corrupted text, and the multimodal encoder of VLP works as a discriminator to predict whether each text token in the corrupted text matches the image. At the instance level, in the Image-Text Matching task that judges whether an image-text pair is matched, we propose a novel bootstrapping method to generate hard negative text samples that are different from the positive ones only at the token level. In this way, we can force the network to detect fine-grained differences between images and texts. Notably, with a smaller amount of parameters, VL-Match significantly outperforms previous SOTA on all image-text retrieval tasks.

Embedding-based retrieval methods construct vector indices to search for document representations that are most similar to the query representations. They are widely used in document retrieval due to low latency and decent recall performance. Recent research indicates that deep retrieval solutions offer better model quality, but are hindered by unacceptable serving latency and the inability to support document updates. In this paper, we aim to enhance the vector index with end-to-end deep generative models, leveraging the differentiable advantages of deep retrieval models while maintaining desirable serving efficiency. We propose Model-enhanced Vector Index (MEVI), a differentiable model-enhanced index empowered by a twin-tower representation model. MEVI leverages a Residual Quantization (RQ) codebook to bridge the sequence-to-sequence deep retrieval and embedding-based models. To substantially reduce the inference time, instead of decoding the unique document ids in long sequential steps, we first generate some semantic virtual cluster ids of candidate documents in a small number of steps, and then leverage the well-adapted embedding vectors to further perform a fine-grained search for the relevant documents in the candidate virtual clusters. We empirically show that our model achieves better performance on the commonly used academic benchmarks MSMARCO Passage and Natural Questions, with comparable serving latency to dense retrieval solutions.

As the fundamental basis of sponsored search, relevance modeling measures the closeness between the input queries and the candidate ads. Conventional relevance models solely rely on the textual data, which suffer from the scarce semantic signals within the short queries. Recently, user historical click behaviors are incorporated in the format of click graphs to provide additional correlations beyond pure textual semantics, which contributes to advancing the relevance modeling performance. However, user behaviors are usually arbitrary and unpredictable, leading to the noisy and sparse graph topology. In addition, there exist other types of user behaviors besides clicks, which may also provide complementary information. In this paper, we study the novel problem of heterogeneous behavior graph learning to facilitate relevance modeling task. Our motivation lies in learning an optimal and task-relevant heterogeneous behavior graph consisting of multiple types of user behaviors. We further propose a novel HBGLR model to learn the behavior graph structure by mining the sophisticated correlations between node semantics and graph topology, and encode the textual semantics and structural heterogeneity into the learned representations. Our proposal is evaluated over real-world industry datasets, and has been mainstreamed in the Bing ads. Both offline and online experimental results demonstrate its superiority.

Sponsored search advertisements (ads) appear next to search results when consumers look for products and services on search engines. As the fundamental basis of search ads, relevance modeling has attracted increasing attention due to the significant research challenges and tremendous practical value. In this paper, we address the problem of multi-modal modeling in sponsored search, which models the relevance between user query and commercial ads with multi-modal structured information. To solve this problem, we propose a transformer architecture with Ads data on Commercial Visual-Linguistic Representation (AdsCVLR) with contrastive learning that naturally extends the transformer encoder with the complementary multi-modal inputs, serving as a strong aggregator of image-text features. We also make a public advertising dataset, which includes 480K labeled query-ad pairwise data with structured information of image, title, seller, description, and so on. Empirically, we evaluate the AdsCVLR model over the large industry dataset, and the experimental results of online/offline tests show the superiority of our method.

Sponsored search ads appear next to search results when people look for products and services on search engines. In recent years, they have become one of the most lucrative channels for marketing. As the fundamental basis of search ads, relevance modeling has attracted increasing attention due to the significant research challenges and tremendous practical value. Most existing approaches solely rely on the semantic information in the input query-ad pair, while the pure semantic information in the short ads data is not sufficient to fully identify user's search intents. Our motivation lies in incorporating the tremendous amount of unsupervised user behavior data from the historical search logs as the complementary graph to facilitate relevance modeling. In this paper, we extensively investigate how to naturally fuse the semantic textual information with the user behavior graph, and further propose three novel AdsGNN models to aggregate topological neighborhood from the perspectives of nodes, edges and tokens. Furthermore, two critical but rarely investigated problems, domain-specific pre-training and long-tail ads matching, are studied thoroughly. Empirically, we evaluate the AdsGNN models over the large industry dataset, and the experimental results of online/offline tests consistently demonstrate the superiority of our proposal.