Shijie Quan

Liangcai Su, Junwei Pan, Ximei Wang et al. · tencent-ai

Multi-task learning (MTL) has gained significant popularity in recommender systems as it enables simultaneous optimization of multiple objectives. A key challenge in MTL is negative transfer, but existing studies explored negative transfer on all samples, overlooking the inherent complexities within them. We split the samples according to the relative amount of positive feedback among tasks. Surprisingly, negative transfer still occurs in existing MTL methods on samples that receive comparable feedback across tasks. Existing work commonly employs a shared-embedding paradigm, limiting the ability of modeling diverse user preferences on different tasks. In this paper, we introduce a novel Shared and Task-specific EMbeddings (STEM) paradigm that aims to incorporate both shared and task-specific embeddings to effectively capture task-specific user preferences. Under this paradigm, we propose a simple model STEM-Net, which is equipped with an All Forward Task-specific Backward gating network to facilitate the learning of task-specific embeddings and direct knowledge transfer across tasks. Remarkably, STEM-Net demonstrates exceptional performance on comparable samples, achieving positive transfer. Comprehensive evaluation on three public MTL recommendation datasets demonstrates that STEM-Net outperforms state-of-the-art models by a substantial margin. Our code is released at https://github.com/LiangcaiSu/STEM.

Jin Chen, Shangyu Zhang, Bin Hu et al.

The scaling laws for recommender systems have been increasingly validated, where MetaFormer-based architectures consistently benefit from increased model depth, hidden dimensionality, and user behavior sequence length. However, whether representation capacity scales proportionally with parameter growth remains largely unexplored. Prior studies on RankMixer reveal that the effective rank of token representations exhibits a damped oscillatory trajectory across layers, failing to increase consistently with depth and even degrading in deeper layers. Motivated by this observation, we propose \textbf{RankUp}, an architecture designed to mitigate representation collapse and enhance expressive capacity through randomized permutation splitting over sparse features, a multi-embedding paradigm, global token integration, crossed pretrained embedding tokens and task-specific token decoupling. RankUp has been fully deployed in large-scale production across Weixin Video Accounts, Official Accounts and Moments, yielding GMV improvements of 3.41\%, 4.81\% and 2.21\%, respectively.

Junwei Pan, Wei Xue, Ximei Wang et al.

We present Tencent's ads recommendation system and examine the challenges and practices of learning appropriate recommendation representations. Our study begins by showcasing our approaches to preserving prior knowledge when encoding features of diverse types into embedding representations. We specifically address sequence features, numeric features, and pre-trained embedding features. Subsequently, we delve into two crucial challenges related to feature representation: the dimensional collapse of embeddings and the interest entanglement across different tasks or scenarios. We propose several practical approaches to address these challenges that result in robust and disentangled recommendation representations. We then explore several training techniques to facilitate model optimization, reduce bias, and enhance exploration. Additionally, we introduce three analysis tools that enable us to study feature correlation, dimensional collapse, and interest entanglement. This work builds upon the continuous efforts of Tencent's ads recommendation team over the past decade. It summarizes general design principles and presents a series of readily applicable solutions and analysis tools. The reported performance is based on our online advertising platform, which handles hundreds of billions of requests daily and serves millions of ads to billions of users.

Shangyu Zhang, Shijie Quan, Zhongren Wang et al.

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.