Efficient LLM-based Advertising via Model Compression and Parallel Verification

Large language models (LLMs) have shown remarkable potential in advertising scenarios such as ad creative generation and targeted advertising. However, deploying LLMs in real-time advertising systems poses significant challenges due to their high inference latency and computational cost. In this paper, we propose an Efficient Generative Targeting framework that integrates adaptive group quantization, layer-adaptive hierarchical sparsification, and prefix-tree parallel verification to accelerate LLM inference while preserving generation quality. Extensive experiments on two real-world advertising scenarios demonstrate that our framework achieves significant speedup with acceptable quality degradation, making it operationally viable for practical deployments.

Ada-MK: Adaptive MegaKernel Optimization via Automated DAG-based Search for LLM Inference

When large language models (LLMs) serve real-time inference in commercial online advertising systems, end-to-end latency must be strictly bounded to the millisecond range. Yet every token generated during the decode phase triggers thousands of kernel launches, and kernel launch overhead alone can account for 14.6% of end-to-end inference time. MegaKernel eliminates launch overhead and inter-operator HBM round-trips by fusing multiple operators into a single persistent kernel. However, existing MegaKernel implementations face a fundamental tension between portability and efficiency on resource-constrained GPUs such as NVIDIA Ada: hand-tuned solutions are tightly coupled to specific architectures and lack portability, while auto-compiled approaches introduce runtime dynamic scheduling whose branch penalties are unacceptable in latency-critical settings. We observe that under a fixed deployment configuration, the optimal execution path of a MegaKernel is uniquely determined, and runtime dynamic decision-making can be entirely hoisted to compile time. Building on this insight, we propose Ada-MK: (1) a three-dimensional shared-memory constraint model combined with K-dimension splitting that reduces peak shared memory usage by 50%; (2) MLIR-based fine-grained DAG offline search that solidifies the optimal execution path, completely eliminating runtime branching; and (3) a heterogeneous hybrid inference engine that embeds MegaKernel as a plugin into TensorRT-LLM, combining high-throughput Prefill with low-latency Decode. On an NVIDIA L20, Ada-MK improves single-batch throughput by up to 23.6% over vanilla TensorRT-LLM and 50.2% over vLLM, achieving positive gains across all tested scenarios--the first industrial deployment of MegaKernel in a commercial online advertising system.

LASAR: Latent Adaptive Semantic Aligned Reasoning for Generative Recommendation

Large Language Models (LLMs) have demonstrated powerful reasoning capabilities through Chain-of-Thought (CoT) in various tasks, yet the inefficiency of token-by-token generation hinders real-world deployment in latency-sensitive recommender systems. Latent reasoning has emerged as an effective paradigm in LLMs, performing multi-step inference in a continuous hidden-state space to achieve stronger reasoning at lower cost. However, this paradigm remains underexplored in mainstream generative recommendation. Adapting it reveals three unique challenges: (1) the gap between prior-less Semantic ID (SID) symbols and continuous latent reasoning - SIDs lack pre-trained semantics, hindering joint optimization; (2) representation drift due to a lack of reasoning chain supervision; and (3) the suboptimality of applying a globally fixed reasoning depth. To address these, we propose LASAR (Latent Adaptive Semantic Aligned Reasoning), an SFT-then-RL framework. First, we bridge this gap via two-stage training: Stage 1 grounds SID semantics before Stage 2 introduces latent reasoning, ensuring efficient convergence. Second, we mitigate representation drift through explicit CoT semantic alignment. Step-wise bidirectional KL divergence constrains the latent reasoning trajectory using hidden-state anchors extracted from CoT text, while a Policy Head predicts per-sample reasoning depth. Third, during the GRPO-based RL phase, terminal-only KL alignment accommodates variable-length reasoning, and REINFORCE optimizes the Policy Head to dynamically allocate steps. This nearly halves the average latent step count while simultaneously improving recommendation quality. Experiments on three real-world datasets demonstrate that LASAR outperforms all baselines. It adds marginal inference latency and is roughly 20 times faster than generating explicit CoT text.

RELATE: A Reinforcement Learning-Enhanced LLM Framework for Advertising Text Generation

In online advertising, advertising text plays a critical role in attracting user engagement and driving advertiser value. Existing industrial systems typically follow a two-stage paradigm, where candidate texts are first generated and subsequently aligned with online performance metrics such as click-through rate(CTR). This separation often leads to misaligned optimization objectives and low funnel efficiency, limiting global optimality. To address these limitations, we propose RELATE, a reinforcement learning-based end-to-end framework that unifies generation and objective alignment within a single model. Instead of decoupling text generation from downstream metric alignment, RELATE integrates performance and compliance objectives directly into the generation process via policy learning. To better capture ultimate advertiser value beyond click-level signals, We incorporate conversion-oriented metrics into the objective and jointly model them with compliance constraints as multi-dimensional rewards, enabling the model to generate high-quality ad texts that improve conversion performance under policy constraints. Extensive experiments on large-scale industrial datasets demonstrate that RELATE consistently outperforms baselines. Furthermore, online deployment on a production advertising platform yields statistically significant improvements in click-through conversion rate(CTCVR) under strict policy constraints, validating the robustness and real-world effectiveness of the proposed framework.

GRAB: An LLM-Inspired Sequence-First Click-Through Rate Prediction Modeling Paradigm

Traditional Deep Learning Recommendation Models (DLRMs) face increasing bottlenecks in performance and efficiency, often struggling with generalization and long-sequence modeling. Inspired by the scaling success of Large Language Models (LLMs), we propose Generative Ranking for Ads at Baidu (GRAB), an end-to-end generative framework for Click-Through Rate (CTR) prediction. GRAB integrates a novel Causal Action-aware Multi-channel Attention (CamA) mechanism to effectively capture temporal dynamics and specific action signals within user behavior sequences. Full-scale online deployment demonstrates that GRAB significantly outperforms established DLRMs, delivering a 3.05% increase in revenue and a 3.49% rise in CTR. Furthermore, the model demonstrates desirable scaling behavior: its expressive power shows a monotonic and approximately linear improvement as longer interaction sequences are utilized.

UniGlyph: Unified Segmentation-Conditioned Diffusion for Precise Visual Text Synthesis

Text-to-image generation has greatly advanced content creation, yet accurately rendering visual text remains a key challenge due to blurred glyphs, semantic drift, and limited style control. Existing methods often rely on pre-rendered glyph images as conditions, but these struggle to retain original font styles and color cues, necessitating complex multi-branch designs that increase model overhead and reduce flexibility. To address these issues, we propose a segmentation-guided framework that uses pixel-level visual text masks -- rich in glyph shape, color, and spatial detail -- as unified conditional inputs. Our method introduces two core components: (1) a fine-tuned bilingual segmentation model for precise text mask extraction, and (2) a streamlined diffusion model augmented with adaptive glyph conditioning and a region-specific loss to preserve textual fidelity in both content and style. Our approach achieves state-of-the-art performance on the AnyText benchmark, significantly surpassing prior methods in both Chinese and English settings. To enable more rigorous evaluation, we also introduce two new benchmarks: GlyphMM-benchmark for testing layout and glyph consistency in complex typesetting, and MiniText-benchmark for assessing generation quality in small-scale text regions. Experimental results show that our model outperforms existing methods by a large margin in both scenarios, particularly excelling at small text rendering and complex layout preservation, validating its strong generalization and deployment readiness.

Sparse Meets Dense: Unified Generative Recommendations with Cascaded Sparse-Dense Representations

Generative models have recently gained attention in recommendation systems by directly predicting item identifiers from user interaction sequences. However, existing methods suffer from significant information loss due to the separation of stages such as quantization and sequence modeling, hindering their ability to achieve the modeling precision and accuracy of sequential dense retrieval techniques. Integrating generative and dense retrieval methods remains a critical challenge. To address this, we introduce the Cascaded Organized Bi-Represented generAtive retrieval (COBRA) framework, which innovatively integrates sparse semantic IDs and dense vectors through a cascading process. Our method alternates between generating these representations by first generating sparse IDs, which serve as conditions to aid in the generation of dense vectors. End-to-end training enables dynamic refinement of dense representations, capturing both semantic insights and collaborative signals from user-item interactions. During inference, COBRA employs a coarse-to-fine strategy, starting with sparse ID generation and refining them into dense vectors via the generative model. We further propose BeamFusion, an innovative approach combining beam search with nearest neighbor scores to enhance inference flexibility and recommendation diversity. Extensive experiments on public datasets and offline tests validate our method's robustness. Online A/B tests on a real-world advertising platform with over 200 million daily users demonstrate substantial improvements in key metrics, highlighting COBRA's practical advantages.

Enhancing Dynamic Image Advertising with Vision-Language Pre-training

In the multimedia era, image is an effective medium in search advertising. Dynamic Image Advertising (DIA), a system that matches queries with ad images and generates multimodal ads, is introduced to improve user experience and ad revenue. The core of DIA is a query-image matching module performing ad image retrieval and relevance modeling. Current query-image matching suffers from limited and inconsistent data, and insufficient cross-modal interaction. Also, the separate optimization of retrieval and relevance models affects overall performance. To address this issue, we propose a vision-language framework consisting of two parts. First, we train a base model on large-scale image-text pairs to learn general multimodal representation. Then, we fine-tune the base model on advertising business data, unifying relevance modeling and retrieval through multi-objective learning. Our framework has been implemented in Baidu search advertising system "Phoneix Nest". Online evaluation shows that it improves cost per mille (CPM) and click-through rate (CTR) by 1.04% and 1.865%.