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.

Disentangled Representation with Cross Experts Covariance Loss for Multi-Domain Recommendation

Multi-domain learning (MDL) has emerged as a prominent research area aimed at enhancing the quality of personalized services. The key challenge in MDL lies in striking a balance between learning commonalities across domains while preserving the distinct characteristics of each domain. However, this gives rise to a challenging dilemma. On one hand, a model needs to leverage domain-specific modules, such as experts or embeddings, to preserve the uniqueness of each domain. On the other hand, due to the long-tailed distributions observed in real-world domains, some tail domains may lack sufficient samples to fully learn their corresponding modules. Unfortunately, existing approaches have not adequately addressed this dilemma. To address this issue, we propose a novel model called Crocodile, which stands for Cross-experts Covariance Loss for Disentangled Learning. Crocodile adopts a multi-embedding paradigm to facilitate model learning and employs a Covariance Loss on these embeddings to disentangle them. This disentanglement enables the model to capture diverse user interests across domains effectively. Additionally, we introduce a novel gating mechanism to further enhance the capabilities of Crocodile. Through empirical analysis, we demonstrate that our proposed method successfully resolves these two challenges and outperforms all state-of-the-art methods on publicly available datasets. We firmly believe that the analytical perspectives and design concept of disentanglement presented in our work can pave the way for future research in the field of MDL.