External Large Foundation Model: How to Efficiently Serve Trillions of Parameters for Online Ads Recommendation

Ads recommendation is a prominent service of online advertising systems and has been actively studied. Recent studies indicate that scaling-up and advanced design of the recommendation model can bring significant performance improvement. However, with a larger model scale, such prior studies have a significantly increasing gap from industry as they often neglect two fundamental challenges in industrial-scale applications. First, training and inference budgets are restricted for the model to be served, exceeding which may incur latency and impair user experience. Second, large-volume data arrive in a streaming mode with data distributions dynamically shifting, as new users/ads join and existing users/ads leave the system. We propose the External Large Foundation Model (ExFM) framework to address the overlooked challenges. Specifically, we develop external distillation and a data augmentation system (DAS) to control the computational cost of training/inference while maintaining high performance. We design the teacher in a way like a foundation model (FM) that can serve multiple students as vertical models (VMs) to amortize its building cost. We propose Auxiliary Head and Student Adapter to mitigate the data distribution gap between FM and VMs caused by the streaming data issue. Comprehensive experiments on internal industrial-scale applications and public datasets demonstrate significant performance gain by ExFM.

Towards the Better Ranking Consistency: A Multi-task Learning Framework for Early Stage Ads Ranking

Dividing ads ranking system into retrieval, early, and final stages is a common practice in large scale ads recommendation to balance the efficiency and accuracy. The early stage ranking often uses efficient models to generate candidates out of a set of retrieved ads. The candidates are then fed into a more computationally intensive but accurate final stage ranking system to produce the final ads recommendation. As the early and final stage ranking use different features and model architectures because of system constraints, a serious ranking consistency issue arises where the early stage has a low ads recall, i.e., top ads in the final stage are ranked low in the early stage. In order to pass better ads from the early to the final stage ranking, we propose a multi-task learning framework for early stage ranking to capture multiple final stage ranking components (i.e. ads clicks and ads quality events) and their task relations. With our multi-task learning framework, we can not only achieve serving cost saving from the model consolidation, but also improve the ads recall and ranking consistency. In the online A/B testing, our framework achieves significantly higher click-through rate (CTR), conversion rate (CVR), total value and better ads-quality (e.g. reduced ads cross-out rate) in a large scale industrial ads ranking system.