PaletteID: Prototype-Composed Semantic Identifiers for Multimodal CTR Prediction

Multimodal information can improve the accuracy of click-through rate (CTR) prediction and effectively alleviate item cold-start and long-tail problems. Recent studies commonly discretize pretrained multimodal embeddings into semantic identifiers (SIDs), allowing the model to learn task-specific semantic representations for recommendation. However, existing methods still provide limited gains due to two major limitations. First, codebook assignment fails to preserve semantic relevance and discards fine-grained continuous signals in the original embedding space. Second, the residual code paths are highly dependent on prefix codes, which limits the effective representational scalability of hierarchical identifiers. To address these issues, we propose PaletteID (PID), a prototype-based semantic identifier. Inspired by palette-based color composition, PID uses a compact set of representative prototype items as semantic anchors to bridge pretrained multimodal content space and recommendation models. Specifically, we first construct a prototype palette with Semantic Quality-Aware Determinantal Point Process (SQ-DPP), which jointly considers local content density and global semantic diversity. Then, for each target item, PID retrieves a sequence of semantically related prototypes and aggregates them into an informative PID representation, enabling rich and complementary semantic modeling. Extensive experiments on two public datasets demonstrate that PID consistently improves CTR prediction and yields larger gains for long-tail items. PID also produces more robust identifier assignments and provides more interpretable token semantics than existing residual SID methods.

The Estimation of Continual Causal Effect for Dataset Shifting Streams

Causal effect estimation has been widely used in marketing optimization. The framework of an uplift model followed by a constrained optimization algorithm is popular in practice. To enhance performance in the online environment, the framework needs to be improved to address the complexities caused by temporal dataset shift. This paper focuses on capturing the dataset shift from user behavior and domain distribution changing over time. We propose an Incremental Causal Effect with Proxy Knowledge Distillation (ICE-PKD) framework to tackle this challenge. The ICE-PKD framework includes two components: (i) a multi-treatment uplift network that eliminates confounding bias using counterfactual regression; (ii) an incremental training strategy that adapts to the temporal dataset shift by updating with the latest data and protects generalization via replay-based knowledge distillation. We also revisit the uplift modeling metrics and introduce a novel metric for more precise online evaluation in multiple treatment scenarios. Extensive experiments on both simulated and online datasets show that the proposed framework achieves better performance. The ICE-PKD framework has been deployed in the marketing system of Huaxiaozhu, a ride-hailing platform in China.