Large Foundation Model for Ads Recommendation

Online advertising relies on accurate recommendation models, with recent advances using pre-trained large-scale foundation models (LFMs) to capture users' general interests across multiple scenarios and tasks. However, existing methods have critical limitations: they extract and transfer only user representations (URs), ignoring valuable item representations (IRs) and user-item cross representations (CRs); and they simply use a UR as a feature in downstream applications, which fails to bridge upstream-downstream gaps and overlooks more transfer granularities. In this paper, we propose LFM4Ads, an All-Representation Multi-Granularity transfer framework for ads recommendation. It first comprehensively transfers URs, IRs, and CRs, i.e., all available representations in the pre-trained foundation model. To effectively utilize the CRs, it identifies the optimal extraction layer and aggregates them into transferable coarse-grained forms. Furthermore, we enhance the transferability via multi-granularity mechanisms: non-linear adapters for feature-level transfer, an Isomorphic Interaction Module for module-level transfer, and Standalone Retrieval for model-level transfer. LFM4Ads has been successfully deployed in Tencent's industrial-scale advertising platform, processing tens of billions of daily samples while maintaining terabyte-scale model parameters with billions of sparse embedding keys across approximately two thousand features. Since its production deployment in Q4 2024, LFM4Ads has achieved 10+ successful production launches across various advertising scenarios, including primary ones like Weixin Moments and Channels. These launches achieve an overall GMV lift of 2.45% across the entire platform, translating to estimated annual revenue increases in the hundreds of millions of dollars.

Understanding the Ranking Loss for Recommendation with Sparse User Feedback

Click-through rate (CTR) prediction holds significant importance in the realm of online advertising. While many existing approaches treat it as a binary classification problem and utilize binary cross entropy (BCE) as the optimization objective, recent advancements have indicated that combining BCE loss with ranking loss yields substantial performance improvements. However, the full efficacy of this combination loss remains incompletely understood. In this paper, we uncover a new challenge associated with BCE loss in scenarios with sparse positive feedback, such as CTR prediction: the gradient vanishing for negative samples. Subsequently, we introduce a novel perspective on the effectiveness of ranking loss in CTR prediction, highlighting its ability to generate larger gradients on negative samples, thereby mitigating their optimization issues and resulting in improved classification ability. Our perspective is supported by extensive theoretical analysis and empirical evaluation conducted on publicly available datasets. Furthermore, we successfully deployed the ranking loss in Tencent's online advertising system, achieving notable lifts of 0.70% and 1.26% in Gross Merchandise Value (GMV) for two main scenarios. The code for our approach is openly accessible at the following GitHub repository: https://github.com/SkylerLinn/Understanding-the-Ranking-Loss.