Bridging Behavior and Semantics for Time-aware Cross-Domain Sequential Recommendation

Cross-domain sequential recommendation (CDSR) alleviates interaction sparsity by jointly modeling user behaviors across multiple domains. While current studies have made some progresses, they still neglect two issues that severely impact recommendation performance: (i) ignoring domain-specific interaction frequencies and interest decay rates at identical time intervals; (ii) treating semantic preferences as time-invariant during cross-domain transfer. To address these, we propose a novel framework that bridges Behavior and Semantics for Time-aware Cross-Domain Sequential Recommendation (BST-CDSR). Specifically, we design a behavioral preference evolution module that decouples long-term interests and short-term intentions, and models continuous-time preference via a neural ordinary differential equation (ODE) with event-driven updates. Additionally, to capture time-aware semantic preferences, we introduce a temporal counterfactual-enhanced semantic generator that discretizes temporal interval tokens and leverages large language models (LLMs) to extract robust temporal semantics, where counterfactual perturbations enhance the time sensitivity of semantic preferences. Furthermore, we propose a time-preference guided domain transfer module to adaptively control transfer weights and mitigate negative transfer. Extensive experiments on real-world datasets demonstrate that BST-CDSR consistently outperforms baselines.

Jointly Optimizing Debiased CTR and Uplift for Coupons Marketing: A Unified Causal Framework

In online advertising, marketing interventions such as coupons introduce significant confounding bias into Click-Through Rate (CTR) prediction. Observed clicks reflect a mixture of users' intrinsic preferences and the uplift induced by these interventions. This causes conventional models to miscalibrate base CTRs, which distorts downstream ranking and billing decisions. Furthermore, marketing interventions often operate as multi-valued treatments with varying magnitudes, introducing additional complexity to CTR prediction. To address these issues, we propose the \textbf{Uni}fied \textbf{M}ulti-\textbf{V}alued \textbf{T}reatment Network (UniMVT). Specifically, UniMVT disentangles confounding factors from treatment-sensitive representations, enabling a full-space counterfactual inference module to jointly reconstruct the debiased base CTR and intensity-response curves. To handle the complexity of multi-valued treatments, UniMVT employs an auxiliary intensity estimation task to capture treatment propensities and devise a unit uplift objective that normalizes the intervention effect. This ensures comparable estimation across the continuous coupon-value spectrum. UniMVT simultaneously achieves debiased CTR prediction for accurate system calibration and precise uplift estimation for incentive allocation. Extensive experiments on synthetic and industrial datasets demonstrate UniMVT's superiority in both predictive accuracy and calibration. Furthermore, real-world A/B tests confirm that UniMVT significantly improves business metrics through more effective coupon distribution.