Traditional vertical federated learning schema suffers from two main issues: 1) restricted applicable scope to overlapped samples and 2) high system challenge of real-time federated serving, which limits its application to advertising systems. To this end, we advocate a new practical learning setting, Semi-VFL (Vertical Semi-Federated Learning), for real-world industrial applications, where the learned model retains sufficient advantages of federated learning while supporting independent local serving. To achieve this goal, we propose the carefully designed Joint Privileged Learning framework (JPL) to i) alleviate the absence of the passive party's feature with federated equivalence imitation and ii) adapt to the heterogeneous full sample space with cross-branch rank alignment. Extensive experiments conducted on real-world advertising datasets validate the effectiveness of our method over baseline methods.

The Multi-stage Cascading Architecture (MCA), widely adopted in industrial advertising systems to balance efficiency and effectiveness, suffers from critical limitations: 1) ranking inconsistency caused by conflicting modeling objectives and capacity gaps across stages, and 2) the inability to model externalities-mutual influences among candidate ads in ranking stages. These issues degrade system performance and lead to suboptimal platform revenue. In this paper, we present UniROM, an end-to-end generative architecture that Unifies online advertising Ranking as One Model. UniROM replaces cascaded stages with a single model to directly generate optimal ad sequences from the full candidate ad corpus in location-based services (LBS). The primary challenges associated with this approach stem from high costs of feature processing and computational bottlenecks in modeling externalities of large-scale candidate pools. To address these challenges, UniROM introduces an algorithm and engine co-designed hybrid feature service to decouple user and ad feature processing, reducing latency while preserving expressiveness. To efficiently extract intra- and cross-sequence mutual information, we propose RecFormer with an innovative cluster-attention mechanism as its core architectural component. Furthermore, we propose a bi-stage training strategy that integrates pre-training with reinforcement learning-based post-training to meet sophisticated platform and advertising objectives. Extensive offline evaluations on public benchmarks and large-scale online A/B testing on industrial advertising platform have demonstrated the superior performance of UniROM over state-of-the-art MCAs.