Quadratic Interest Network for Multimodal Click-Through Rate Prediction

Multimodal click-through rate (CTR) prediction is a key technique in industrial recommender systems. It leverages heterogeneous modalities such as text, images, and behavioral logs to capture high-order feature interactions between users and items, thereby enhancing the system's understanding of user interests and its ability to predict click behavior. The primary challenge in this field lies in effectively utilizing the rich semantic information from multiple modalities while satisfying the low-latency requirements of online inference in real-world applications. To foster progress in this area, the Multimodal CTR Prediction Challenge Track of the WWW 2025 EReL@MIR Workshop formulates the problem into two tasks: (1) Task 1 of Multimodal Item Embedding: this task aims to explore multimodal information extraction and item representation learning methods that enhance recommendation tasks; and (2) Task 2 of Multimodal CTR Prediction: this task aims to explore what multimodal recommendation model can effectively leverage multimodal embedding features and achieve better performance. In this paper, we propose a novel model for Task 2, named Quadratic Interest Network (QIN) for Multimodal CTR Prediction. Specifically, QIN employs adaptive sparse target attention to extract multimodal user behavior features, and leverages Quadratic Neural Networks to capture high-order feature interactions. As a result, QIN achieved an AUC of 0.9798 on the leaderboard and ranked second in the competition. The model code, training logs, hyperparameter configurations, and checkpoints are available at https://github.com/salmon1802/QIN.

Against Opacity: Explainable AI and Large Language Models for Effective Digital Advertising

The opaqueness of modern digital advertising, exemplified by platforms such as Meta Ads, raises concerns regarding their autonomous control over audience targeting, pricing structures, and ad relevancy assessments. Locked in their leading positions by network effects, ``Metas and Googles of the world'' attract countless advertisers who rely on intuition, with billions of dollars lost on ineffective social media ads. The platforms' algorithms use huge amounts of data unavailable to advertisers, and the algorithms themselves are opaque as well. This lack of transparency hinders the advertisers' ability to make informed decisions and necessitates efforts to promote transparency, standardize industry metrics, and strengthen regulatory frameworks. In this work, we propose novel ways to assist marketers in optimizing their advertising strategies via machine learning techniques designed to analyze and evaluate content, in particular, predict the click-through rates (CTR) of novel advertising content. Another important problem is that large volumes of data available in the competitive landscape, e.g., competitors' ads, impede the ability of marketers to derive meaningful insights. This leads to a pressing need for a novel approach that would allow us to summarize and comprehend complex data. Inspired by the success of ChatGPT in bridging the gap between large language models (LLMs) and a broader non-technical audience, we propose a novel system that facilitates marketers in data interpretation, called SODA, that merges LLMs with explainable AI, enabling better human-AI collaboration with an emphasis on the domain of digital marketing and advertising. By combining LLMs and explainability features, in particular modern text-image models, we aim to improve the synergy between human marketers and AI systems.

On the Practice of Deep Hierarchical Ensemble Network for Ad Conversion Rate Prediction

The predictions of click through rate (CTR) and conversion rate (CVR) play a crucial role in the success of ad-recommendation systems. A Deep Hierarchical Ensemble Network (DHEN) has been proposed to integrate multiple feature crossing modules and has achieved great success in CTR prediction. However, its performance for CVR prediction is unclear in the conversion ads setting, where an ad bids for the probability of a user's off-site actions on a third party website or app, including purchase, add to cart, sign up, etc. A few challenges in DHEN: 1) What feature-crossing modules (MLP, DCN, Transformer, to name a few) should be included in DHEN? 2) How deep and wide should DHEN be to achieve the best trade-off between efficiency and efficacy? 3) What hyper-parameters to choose in each feature-crossing module? Orthogonal to the model architecture, the input personalization features also significantly impact model performance with a high degree of freedom. In this paper, we attack this problem and present our contributions biased to the applied data science side, including: First, we propose a multitask learning framework with DHEN as the single backbone model architecture to predict all CVR tasks, with a detailed study on how to make DHEN work effectively in practice; Second, we build both on-site real-time user behavior sequences and off-site conversion event sequences for CVR prediction purposes, and conduct ablation study on its importance; Last but not least, we propose a self-supervised auxiliary loss to predict future actions in the input sequence, to help resolve the label sparseness issue in CVR prediction. Our method achieves state-of-the-art performance compared to previous single feature crossing modules with pre-trained user personalization features.

xMTF: A Formula-Free Model for Reinforcement-Learning-Based Multi-Task Fusion in Recommender Systems

Recommender systems need to optimize various types of user feedback, e.g., clicks, likes, and shares. A typical recommender system handling multiple types of feedback has two components: a multi-task learning (MTL) module, predicting feedback such as click-through rate and like rate; and a multi-task fusion (MTF) module, integrating these predictions into a single score for item ranking. MTF is essential for ensuring user satisfaction, as it directly influences recommendation outcomes. Recently, reinforcement learning (RL) has been applied to MTF tasks to improve long-term user satisfaction. However, existing RL-based MTF methods are formula-based methods, which only adjust limited coefficients within pre-defined formulas. The pre-defined formulas restrict the RL search space and become a bottleneck for MTF. To overcome this, we propose a formula-free MTF framework. We demonstrate that any suitable fusion function can be expressed as a composition of single-variable monotonic functions, as per the Sprecher Representation Theorem. Leveraging this, we introduce a novel learnable monotonic fusion cell (MFC) to replace pre-defined formulas. We call this new MFC-based model eXtreme MTF (xMTF). Furthermore, we employ a two-stage hybrid (TSH) learning strategy to train xMTF effectively. By expanding the MTF search space, xMTF outperforms existing methods in extensive offline and online experiments.

Scaled Supervision is an Implicit Lipschitz Regularizer

In modern social media, recommender systems (RecSys) rely on the click-through rate (CTR) as the standard metric to evaluate user engagement. CTR prediction is traditionally framed as a binary classification task to predict whether a user will interact with a given item. However, this approach overlooks the complexity of real-world social modeling, where the user, item, and their interactive features change dynamically in fast-paced online environments. This dynamic nature often leads to model instability, reflected in overfitting short-term fluctuations rather than higher-level interactive patterns. While overfitting calls for more scaled and refined supervisions, current solutions often rely on binary labels that overly simplify fine-grained user preferences through the thresholding process, which significantly reduces the richness of the supervision. Therefore, we aim to alleviate the overfitting problem by increasing the supervision bandwidth in CTR training. Specifically, (i) theoretically, we formulate the impact of fine-grained preferences on model stability as a Lipschitz constrain; (ii) empirically, we discover that scaling the supervision bandwidth can act as an implicit Lipschitz regularizer, stably optimizing existing CTR models to achieve better generalizability. Extensive experiments show that this scaled supervision significantly and consistently improves the optimization process and the performance of existing CTR models, even without the need for additional hyperparameter tuning.

Efficient Long Sequential Low-rank Adaptive Attention for Click-through rate Prediction

In the context of burgeoning user historical behavior data, Accurate click-through rate(CTR) prediction requires effective modeling of lengthy user behavior sequences. As the volume of such data keeps swelling, the focus of research has shifted towards developing effective long-term behavior modeling methods to capture latent user interests. Nevertheless, the complexity introduced by large scale data brings about computational hurdles. There is a pressing need to strike a balance between achieving high model performance and meeting the strict response time requirements of online services. While existing retrieval-based methods (e.g., similarity filtering or attention approximation) achieve practical runtime efficiency, they inherently compromise information fidelity through aggressive sequence truncation or attention sparsification. This paper presents a novel attention mechanism. It overcomes the shortcomings of existing methods while ensuring computational efficiency. This mechanism learn compressed representation of sequence with length $L$ via low-rank projection matrices (rank $r \ll L$), reducing attention complexity from $O(L)$ to $O(r)$. It also integrates a uniquely designed loss function to preserve nonlinearity of attention. In the inference stage, the mechanism adopts matrix absorption and prestorage strategies. These strategies enable it to effectively satisfy online constraints. Comprehensive offline and online experiments demonstrate that the proposed method outperforms current state-of-the-art solutions.

Benchmarking LLMs in Recommendation Tasks: A Comparative Evaluation with Conventional Recommenders

In recent years, integrating large language models (LLMs) into recommender systems has created new opportunities for improving recommendation quality. However, a comprehensive benchmark is needed to thoroughly evaluate and compare the recommendation capabilities of LLMs with traditional recommender systems. In this paper, we introduce RecBench, which systematically investigates various item representation forms (including unique identifier, text, semantic embedding, and semantic identifier) and evaluates two primary recommendation tasks, i.e., click-through rate prediction (CTR) and sequential recommendation (SeqRec). Our extensive experiments cover up to 17 large models and are conducted across five diverse datasets from fashion, news, video, books, and music domains. Our findings indicate that LLM-based recommenders outperform conventional recommenders, achieving up to a 5% AUC improvement in the CTR scenario and up to a 170% NDCG@10 improvement in the SeqRec scenario. However, these substantial performance gains come at the expense of significantly reduced inference efficiency, rendering the LLM-as-RS paradigm impractical for real-time recommendation environments. We aim for our findings to inspire future research, including recommendation-specific model acceleration methods. We will release our code, data, configurations, and platform to enable other researchers to reproduce and build upon our experimental results.

Multi-Behavior Recommender Systems: A Survey

Traditional recommender systems primarily rely on a single type of user-item interaction, such as item purchases or ratings, to predict user preferences. However, in real-world scenarios, users engage in a variety of behaviors, such as clicking on items or adding them to carts, offering richer insights into their interests. Multi-behavior recommender systems leverage these diverse interactions to enhance recommendation quality, and research on this topic has grown rapidly in recent years. This survey provides a timely review of multi-behavior recommender systems, focusing on three key steps: (1) Data Modeling: representing multi-behaviors at the input level, (2) Encoding: transforming these inputs into vector representations (i.e., embeddings), and (3) Training: optimizing machine-learning models. We systematically categorize existing multi-behavior recommender systems based on the commonalities and differences in their approaches across the above steps. Additionally, we discuss promising future directions for advancing multi-behavior recommender systems.

Towards An Efficient LLM Training Paradigm for CTR Prediction

Large Language Models (LLMs) have demonstrated tremendous potential as the next-generation ranking-based recommendation system. Many recent works have shown that LLMs can significantly outperform conventional click-through-rate (CTR) prediction approaches. Despite such promising results, the computational inefficiency inherent in the current training paradigm makes it particularly challenging to train LLMs for ranking-based recommendation tasks on large datasets. To train LLMs for CTR prediction, most existing studies adopt the prevalent ''sliding-window'' paradigm. Given a sequence of $m$ user interactions, a unique training prompt is constructed for each interaction by designating it as the prediction target along with its preceding $n$ interactions serving as context. In turn, the sliding-window paradigm results in an overall complexity of $O(mn^2)$ that scales linearly with the length of user interactions. Consequently, a direct adoption to train LLMs with such strategy can result in prohibitively high training costs as the length of interactions grows. To alleviate the computational inefficiency, we propose a novel training paradigm, namely Dynamic Target Isolation (DTI), that structurally parallelizes the training of $k$ (where $k >> 1$) target interactions. Furthermore, we identify two major bottlenecks - hidden-state leakage and positional bias overfitting - that limit DTI to only scale up to a small value of $k$ (e.g., 5) then propose a computationally light solution to effectively tackle each. Through extensive experiments on three widely adopted public CTR datasets, we empirically show that DTI reduces training time by an average of $\textbf{92%}$ (e.g., from $70.5$ hrs to $5.31$ hrs), without compromising CTR prediction performance.

A Universal Framework for Compressing Embeddings in CTR Prediction

Accurate click-through rate (CTR) prediction is vital for online advertising and recommendation systems. Recent deep learning advancements have improved the ability to capture feature interactions and understand user interests. However, optimizing the embedding layer often remains overlooked. Embedding tables, which represent categorical and sequential features, can become excessively large, surpassing GPU memory limits and necessitating storage in CPU memory. This results in high memory consumption and increased latency due to frequent GPU-CPU data transfers. To tackle these challenges, we introduce a Model-agnostic Embedding Compression (MEC) framework that compresses embedding tables by quantizing pre-trained embeddings, without sacrificing recommendation quality. Our approach consists of two stages: first, we apply popularity-weighted regularization to balance code distribution between high- and low-frequency features. Then, we integrate a contrastive learning mechanism to ensure a uniform distribution of quantized codes, enhancing the distinctiveness of embeddings. Experiments on three datasets reveal that our method reduces memory usage by over 50x while maintaining or improving recommendation performance compared to existing models. The implementation code is accessible in our project repository https://github.com/USTC-StarTeam/MEC.