Design Once, Deploy at Scale: Template-Driven ML Development for Large Model Ecosystems

Modern computational advertising platforms typically rely on recommendation systems to predict user responses, such as click-through rates, conversion rates, and other optimization events. To support a wide variety of product surfaces and advertiser goals, these platforms frequently maintain an extensive ecosystem of machine learning (ML) models. However, operating at this scale creates significant development and efficiency challenges. Substantial engineering effort is required to regularly refresh ML models and propagate new techniques, which results in long latencies when deploying ML innovations across the ecosystem. We present a large-scale empirical study comparing model performance, efficiency, and ML technique propagation between a standardized model-building approach and independent per-model optimization in recommendation systems. To facilitate this standardization, we propose the Standard Model Template (SMT) -- a framework that generates high-performance models adaptable to diverse data distributions and optimization events. By utilizing standardized, composable ML model components, SMT reduces technique propagation complexity from $O(n \cdot 2^k)$ to $O(n + k)$ where $n$ is the number of models and $k$ the number of techniques. Evaluating an extensive suite of models over four global development cycles within Meta's production ads ranking ecosystem, our results demonstrate: (1) a 0.63% average improvement in cross-entropy at neutral serving capacity, (2) a 92% reduction in per-model iteration engineering time, and (3) a $6.3\times$ increase in technique-model pair adoption throughput. These findings challenge the conventional wisdom that diverse optimization goals inherently require diversified ML model design.

Bridging Sequential and Contextual Features with a Dual-View of Fine-grained Core-Behaviors and Global Interest-Distribution

Click-through rate (CTR) prediction tasks typically estimate the probability of a user clicking on a candidate item by modeling both user behavior sequence features and the item's contextual features, where the user behavior sequence is particularly critical as it dynamically reflects real-time shifts in user interest. Traditional CTR models often aggregate this dynamic sequence into a single vector before interacting it with contextual features. This approach, however, not only leads to behavior information loss during aggregation but also severely limits the model's capacity to capture interactions between contextual features and specific user behaviors, ultimately impairing its ability to capture fine-grained behavioral details and hindering models' prediction accuracy. Conversely, a naive approach of directly interacting with each user action with contextual features is computationally expensive and introduces significant noise from behaviors irrelevant to the candidate item. This noise tends to overwhelm the valuable signals arising from interactions involving more behaviors relevant to the candidate item. Therefore, to resolve the above issue, we propose a Core-Behaviors and Distributional-Compensation Dual-View Interaction Network (CDNet), which bridges the gap between sequential and contextual feature interactions from two complementary angles: a fine-grained interaction involving the most relevant behaviors and contextual features, and a coarse-grained interaction that models the user's overall interest distribution against the contextual features. By simultaneously capturing important behavioral details without forgoing the holistic user interest, CDNet effectively models the interplay between sequential and contextual features without imposing a significant computational burden. Ultimately, extensive experiments validate the effectiveness of CDNet.

Deferred is Better: A Framework for Multi-Granularity Deferred Interaction of Heterogeneous Features

Click-through rate (CTR) prediction models estimates the probability of a user-item click by modeling interactions across a vast feature space. A fundamental yet often overlooked challenge is the inherent heterogeneity of these features: their sparsity and information content vary dramatically. For instance, categorical features like item IDs are extremely sparse, whereas numerical features like item price are relatively dense. Prevailing CTR models have largely ignored this heterogeneity, employing a uniform feature interaction strategy that inputs all features into the interaction layers simultaneously. This approach is suboptimal, as the premature introduction of low-information features can inject significant noise and mask the signals from information-rich features, which leads to model collapse and hinders the learning of robust representations. To address the above challenge, we propose a Multi-Granularity Information-Aware Deferred Interaction Network (MGDIN), which adaptively defers the introduction of features into the feature interaction process. MGDIN's core mechanism operates in two stages: First, it employs a multi-granularity feature grouping strategy to partition the raw features into distinct groups with more homogeneous information density in different granularities, thereby mitigating the effects of extreme individual feature sparsity and enabling the model to capture feature interactions from diverse perspectives. Second, a delayed interaction mechanism is implemented through a hierarchical masking strategy, which governs when and how each group participates by masking low-information groups in the early layers and progressively unmasking them as the network deepens. This deferred introduction allows the model to establish a robust understanding based on high-information features before gradually incorporating sparser information from other groups...

IDProxy: Cold-Start CTR Prediction for Ads and Recommendation at Xiaohongshu with Multimodal LLMs

Click-through rate (CTR) models in advertising and recommendation systems rely heavily on item ID embeddings, which struggle in item cold-start settings. We present IDProxy, a solution that leverages multimodal large language models (MLLMs) to generate proxy embeddings from rich content signals, enabling effective CTR prediction for new items without usage data. These proxies are explicitly aligned with the existing ID embedding space and are optimized end-to-end under CTR objectives together with the ranking model, allowing seamless integration into existing large-scale ranking pipelines. Offline experiments and online A/B tests demonstrate the effectiveness of IDProxy, which has been successfully deployed in both Content Feed and Display Ads features of Xiaohongshu's Explore Feed, serving hundreds of millions of users daily.

Uncertainty Quantification of Click and Conversion Estimates for the Autobidding

Modern e-commerce platforms employ various auction mechanisms to allocate paid slots for a given item. To scale this approach to the millions of auctions, the platforms suggest promotion tools based on the autobidding algorithms. These algorithms typically depend on the Click-Through-Rate (CTR) and Conversion-Rate (CVR) estimates provided by a pre-trained machine learning model. However, the predictions of such models are uncertain and can significantly affect the performance of the autobidding algorithm. To address this issue, we propose the DenoiseBid method, which corrects the generated CTRs and CVRs to make the resulting bids more efficient in auctions. The underlying idea of our method is to employ a Bayesian approach and replace noisy CTR or CVR estimates with those from recovered distributions. To demonstrate the performance of the proposed approach, we perform extensive experiments on the synthetic, iPinYou, and BAT datasets. To evaluate the robustness of our approach to the noise scale, we use synthetic noise and noise estimated from the predictions of the pre-trained machine learning model.

PRECTR-V2:Unified Relevance-CTR Framework with Cross-User Preference Mining, Exposure Bias Correction, and LLM-Distilled Encoder Optimization

In search systems, effectively coordinating the two core objectives of search relevance matching and click-through rate (CTR) prediction is crucial for discovering users' interests and enhancing platform revenue. In our prior work PRECTR, we proposed a unified framework to integrate these two subtasks,thereby eliminating their inconsistency and leading to mutual benefit.However, our previous work still faces three main challenges. First, low-active users and new users have limited search behavioral data, making it difficult to achieve effective personalized relevance preference modeling. Second, training data for ranking models predominantly come from high-relevance exposures, creating a distribution mismatch with the broader candidate space in coarse-ranking, leading to generalization bias. Third, due to the latency constraint, the original model employs an Emb+MLP architecture with a frozen BERT encoder, which prevents joint optimization and creates misalignment between representation learning and CTR fine-tuning. To solve these issues, we further reinforce our method and propose PRECTR-V2. Specifically, we mitigate the low-activity users' sparse behavior problem by mining global relevance preferences under the specific query, which facilitates effective personalized relevance modeling for cold-start scenarios. Subsequently, we construct hard negative samples through embedding noise injection and relevance label reconstruction, and optimize their relative ranking against positive samples via pairwise loss, thereby correcting exposure bias. Finally, we pretrain a lightweight transformer-based encoder via knowledge distillation from LLM and SFT on the text relevance classification task. This encoder replaces the frozen BERT module, enabling better adaptation to CTR fine-tuning and advancing beyond the traditional Emb+MLP paradigm.

MAC: A Conversion Rate Prediction Benchmark Featuring Labels Under Multiple Attribution Mechanisms

Multi-attribution learning (MAL), which enhances model performance by learning from conversion labels yielded by multiple attribution mechanisms, has emerged as a promising learning paradigm for conversion rate (CVR) prediction. However, the conversion labels in public CVR datasets are generated by a single attribution mechanism, hindering the development of MAL approaches. To address this data gap, we establish the Multi-Attribution Benchmark (MAC), the first public CVR dataset featuring labels from multiple attribution mechanisms. Besides, to promote reproducible research on MAL, we develop PyMAL, an open-source library covering a wide array of baseline methods. We conduct comprehensive experimental analyses on MAC and reveal three key insights: (1) MAL brings consistent performance gains across different attribution settings, especially for users featuring long conversion paths. (2) The performance growth scales up with objective complexity in most settings; however, when predicting first-click conversion targets, simply adding auxiliary objectives is counterproductive, underscoring the necessity of careful selection of auxiliary objectives. (3) Two architectural design principles are paramount: first, to fully learn the multi-attribution knowledge, and second, to fully leverage this knowledge to serve the main task. Motivated by these findings, we propose Mixture of Asymmetric Experts (MoAE), an effective MAL approach incorporating multi-attribution knowledge learning and main task-centric knowledge utilization. Experiments on MAC show that MoAE substantially surpasses the existing state-of-the-art MAL method. We believe that our benchmark and insights will foster future research in the MAL field. Our MAC benchmark and the PyMAL algorithm library are publicly available at https://github.com/alimama-tech/PyMAL.

tensorFM: Low-Rank Approximations of Cross-Order Feature Interactions

We address prediction problems on tabular categorical data, where each instance is defined by multiple categorical attributes, each taking values from a finite set. These attributes are often referred to as fields, and their categorical values as features. Such problems frequently arise in practical applications, including click-through rate prediction and social sciences. We introduce and analyze {tensorFM}, a new model that efficiently captures high-order interactions between attributes via a low-rank tensor approximation representing the strength of these interactions. Our model generalizes field-weighted factorization machines. Empirically, tensorFM demonstrates competitive performance with state-of-the-art methods. Additionally, its low latency makes it well-suited for time-sensitive applications, such as online advertising.

EST: Towards Efficient Scaling Laws in Click-Through Rate Prediction via Unified Modeling

Efficiently scaling industrial Click-Through Rate (CTR) prediction has recently attracted significant research attention. Existing approaches typically employ early aggregation of user behaviors to maintain efficiency. However, such non-unified or partially unified modeling creates an information bottleneck by discarding fine-grained, token-level signals essential for unlocking scaling gains. In this work, we revisit the fundamental distinctions between CTR prediction and Large Language Models (LLMs), identifying two critical properties: the asymmetry in information density between behavioral and non-behavioral features, and the modality-specific priors of content-rich signals. Accordingly, we propose the Efficiently Scalable Transformer (EST), which achieves fully unified modeling by processing all raw inputs in a single sequence without lossy aggregation. EST integrates two modules: Lightweight Cross-Attention (LCA), which prunes redundant self-interactions to focus on high-impact cross-feature dependencies, and Content Sparse Attention (CSA), which utilizes content similarity to dynamically select high-signal behaviors. Extensive experiments show that EST exhibits a stable and efficient power-law scaling relationship, enabling predictable performance gains with model scale. Deployed on Taobao's display advertising platform, EST significantly outperforms production baselines, delivering a 3.27\% RPM (Revenue Per Mile) increase and a 1.22\% CTR lift, establishing a practical pathway for scalable industrial CTR prediction models.

Jointly Optimizing Debiased CTR and Uplift for Coupons Marketing: A Unified Causal Framework

In online advertising, marketing interventions such as coupons introduce significant confounding bias into Click-Through Rate (CTR) prediction. Observed clicks reflect a mixture of users' intrinsic preferences and the uplift induced by these interventions. This causes conventional models to miscalibrate base CTRs, which distorts downstream ranking and billing decisions. Furthermore, marketing interventions often operate as multi-valued treatments with varying magnitudes, introducing additional complexity to CTR prediction. To address these issues, we propose the \textbf{Uni}fied \textbf{M}ulti-\textbf{V}alued \textbf{T}reatment Network (UniMVT). Specifically, UniMVT disentangles confounding factors from treatment-sensitive representations, enabling a full-space counterfactual inference module to jointly reconstruct the debiased base CTR and intensity-response curves. To handle the complexity of multi-valued treatments, UniMVT employs an auxiliary intensity estimation task to capture treatment propensities and devise a unit uplift objective that normalizes the intervention effect. This ensures comparable estimation across the continuous coupon-value spectrum. UniMVT simultaneously achieves debiased CTR prediction for accurate system calibration and precise uplift estimation for incentive allocation. Extensive experiments on synthetic and industrial datasets demonstrate UniMVT's superiority in both predictive accuracy and calibration. Furthermore, real-world A/B tests confirm that UniMVT significantly improves business metrics through more effective coupon distribution.