Query-Mixed Interest Extraction and Heterogeneous Interaction: A Scalable CTR Model for Industrial Recommender Systems

Learning effective feature interactions is central to modern recommender systems, yet remains challenging in industrial settings due to sparse multi-field inputs and ultra-long user behavior sequences. While recent scaling efforts have improved model capacity, they often fail to construct both context-aware and context-independent user intent from the long-term and real-time behavior sequence. Meanwhile, recent work also suffers from inefficient and homogeneous interaction mechanisms, leading to suboptimal prediction performance. To address these limitations, we propose HeMix, a scalable ranking model that unifies adaptive sequence tokenization and heterogeneous interaction structure. Specifically, HeMix introduces a Query-Mixed Interest Extraction module that jointly models context-aware and context-independent user interests via dynamic and fixed queries over global and real-time behavior sequences. For interaction, we replace self-attention with the HeteroMixer block, enabling efficient, multi-granularity cross-feature interactions that adopt the multi-head token fusion, heterogeneous interaction and group-aligned reconstruction pipelines. HeMix demonstrates favorable scaling behavior, driven by the HeteroMixer block, where increasing model scale via parameter expansion leads to steady improvements in recommendation accuracy. Experiments on industrial-scale datasets show that HeMix scales effectively and consistently outperforms strong baselines. Most importantly, HeMix has been deployed on the AMAP platform, delivering significant online gains over DLRM: +3.61\% GMV, +2.78\% PV\_CTR, and +2.12\% UV\_CVR.