Junwei Pan

Haolin Zhou, Junwei Pan, Xinyi Zhou et al.

User response prediction is essential in industrial recommendation systems, such as online display advertising. Among all the features in recommendation models, user behaviors are among the most critical. Many works have revealed that a user's behavior reflects her interest in the candidate item, owing to the semantic or temporal correlation between behaviors and the candidate. While the literature has individually examined each of these correlations, researchers have yet to analyze them in combination, that is, the semantic-temporal correlation. We empirically measure this correlation and observe intuitive yet robust patterns. We then examine several popular user interest models and find that, surprisingly, none of them learn such correlation well. To fill this gap, we propose a Temporal Interest Network (TIN) to capture the semantic-temporal correlation simultaneously between behaviors and the target. We achieve this by incorporating target-aware temporal encoding, in addition to semantic encoding, to represent behaviors and the target. Furthermore, we conduct explicit 4-way interaction by deploying target-aware attention and target-aware representation to capture both semantic and temporal correlation. We conduct comprehensive evaluations on two popular public datasets, and our proposed TIN outperforms the best-performing baselines by 0.43% and 0.29% on GAUC, respectively. During online A/B testing in Tencent's advertising platform, TIN achieves 1.65% cost lift and 1.93% GMV lift over the base model. It has been successfully deployed in production since October 2023, serving the WeChat Moments traffic. We have released our code at https://github.com/zhouxy1003/TIN.

Junwei Pan, Wei Xue, Chao Zhou et al.

Generative recommender systems are rapidly emerging as a new paradigm for recommendation, where collaborative identifiers and/or multi-modal content are mapped into discrete token spaces and user behavior is modelled with autoregressive sequence models. Despite progress on multi-modal recommendation datasets, there is still a lack of public benchmarks that jointly offer large-scale, realistic and fully all-modality data designed specifically for generative recommendation (GR) in industrial advertising. To foster research in this direction, we organised the Tencent Advertising Algorithm Challenge 2025, a global competition built on top of two all-modality datasets for GR: TencentGR-1M and TencentGR-10M. Both datasets are constructed from real de-identified Tencent Ads logs and contain rich collaborative IDs and multi-modal representations extracted with state-of-the-art embedding models. The preliminary track (TencentGR-1M) provides 1 million user sequences with up to 100 interacted items each, where each interaction is labeled with exposure and click signals, while the final track (TencentGR-10M) scales this to 10 million users and explicitly distinguishes between click and conversion events at both the sequence and target level. This paper presents the task definition, data construction process, feature schema, baseline GR model, evaluation protocol, and key findings from top-ranked and award-winning solutions. Our datasets focus on multi-modal sequence generation in an advertising setting and introduce weighted evaluation for high-value conversion events. We release our datasets at https://huggingface.co/datasets/TAAC2025 and baseline implementations at https://github.com/TencentAdvertisingAlgorithmCompetition/baseline_2025 to enable future research on all-modality generative recommendation at an industrial scale. The official website is https://algo.qq.com/2025.

Yuhao Wang, Junwei Pan, Pengyue Jia et al.

Sequential Recommendation (SR) aims to leverage the sequential patterns in users' historical interactions to accurately track their preferences. However, the primary reliance of existing SR methods on collaborative data results in challenges such as the cold-start problem and sub-optimal performance. Concurrently, despite the proven effectiveness of large language models (LLMs), their integration into commercial recommender systems is impeded by issues such as high inference latency, incomplete capture of all distribution statistics, and catastrophic forgetting. To address these issues, we introduce a novel Pre-train, Align, and Disentangle (PAD) framework to enhance SR models with LLMs. In particular, we initially pre-train both the SR and LLM models to obtain collaborative and textual embeddings. Subsequently, we propose a characteristic recommendation-anchored alignment loss using multi-kernel maximum mean discrepancy with Gaussian kernels. Lastly, a triple-experts architecture, comprising aligned and modality-specific experts with disentangled embeddings, is fine-tuned in a frequency-aware manner. Experimental results on three public datasets validate the efficacy of PAD, indicating substantial enhancements and compatibility with various SR backbone models, particularly for cold items. The code and datasets are accessible for reproduction at https://github.com/Applied-Machine-Learning-Lab/PAD.

Yuhao Wang, Junwei Pan, Xinhang Li et al.

Sequential recommendation (SR) aims to capture users' dynamic interests and sequential patterns based on their historical interactions. Recently, the powerful capabilities of large language models (LLMs) have driven their adoption in SR. However, we identify two critical challenges in existing LLM-based SR methods: 1) embedding collapse when incorporating pre-trained collaborative embeddings and 2) catastrophic forgetting of quantized embeddings when utilizing semantic IDs. These issues dampen the model scalability and lead to suboptimal recommendation performance. Therefore, based on LLMs like Llama3-8B-instruct, we introduce a novel SR framework named MME-SID, which integrates multimodal embeddings and quantized embeddings to mitigate embedding collapse. Additionally, we propose a Multimodal Residual Quantized Variational Autoencoder (MM-RQ-VAE) with maximum mean discrepancy as the reconstruction loss and contrastive learning for alignment, which effectively preserve intra-modal distance information and capture inter-modal correlations, respectively. To further alleviate catastrophic forgetting, we initialize the model with the trained multimodal code embeddings. Finally, we fine-tune the LLM efficiently using LoRA in a multimodal frequency-aware fusion manner. Extensive experiments on three public datasets validate the superior performance of MME-SID thanks to its capability to mitigate embedding collapse and catastrophic forgetting. The implementation code and datasets are publicly available for reproduction: https://github.com/Applied-Machine-Learning-Lab/MME-SID.

Taolin Zhang, Junwei Pan, Jinpeng Wang et al.

With recent advances in large language models (LLMs), there has been emerging numbers of research in developing Semantic IDs based on LLMs to enhance the performance of recommendation systems. However, the dimension of these embeddings needs to match that of the ID embedding in recommendation, which is usually much smaller than the original length. Such dimension compression results in inevitable losses in discriminability and dimension robustness of the LLM embeddings, which motivates us to scale up the semantic representation. In this paper, we propose Mixture-of-Codes, which first constructs multiple independent codebooks for LLM representation in the indexing stage, and then utilizes the Semantic Representation along with a fusion module for the downstream recommendation stage. Extensive analysis and experiments demonstrate that our method achieves superior discriminability and dimension robustness scalability, leading to the best scale-up performance in recommendations.