Yinhua Zhu

Xingyu Hu, Kai Zhang, Jiancan Wu et al.

In large language model (LLM)-based recommendation systems, direct preference optimization (DPO) effectively aligns recommendations with user preferences, requiring multi-negative objective functions to leverage abundant implicit-feedback negatives and sharpen preference boundaries. However, our empirical analyses reveal a counterintuitive phenomenon, preference optimization collapse, where increasing the number of negative samples can lead to performance degradation despite a continuously decreasing training loss. We further theoretically demonstrate that this collapse arises from gradient suppression, caused by the dominance of easily discriminable negatives over boundary-critical negatives that truly define user preference boundaries. As a result, boundary-relevant signals are under-optimized, weakening the model's decision boundary. Motivated by these observations, we propose DynamicPO (Dynamic Preference Optimization), a lightweight and plug-and-play framework comprising two adaptive mechanisms: Dynamic Boundary Negative Selection, which identifies and prioritizes informative negatives near the model's decision boundary, and Dual-Margin Dynamic beta Adjustment, which calibrates optimization strength per sample according to boundary ambiguity. Extensive experiments on three public datasets show that DynamicPO effectively prevents optimization collapse and improves recommendation accuracy on multi-negative preference optimization methods, with negligible computational overhead. Our code and datasets are available at https://github.com/xingyuHuxingyu/DynamicPO.

Shuli Wang, Junwei Yin, Changhao Li et al.

Semantic IDs (SIDs) define the generation space of generative recommendation and directly determine its personalization ceiling. However, existing tokenizers are trained independently with retrieval objectives, leaving personalization signals fully decoupled from the SID construction process -- a fundamental gap that causes generative retrieval to persistently lag behind discriminative ranking. In this paper, we rethink the essence of SIDs: \emph{ranking seeks argmax in item space while retrieval seeks argmax in token space; both are the same problem solved at different granularities.} Based on this insight, we propose \DIG (\textbf{D}iscrimination \textbf{I}s \textbf{G}eneration), which embeds the tokenizer inside a discriminative ranking model for end-to-end training -- the ranker naturally becomes a retrieval model, yielding two models from a single training run. \DIG is organized around a \emph{feature assignment taxonomy}: item-intrinsic static features are encoded into SIDs, user-item cross features (u2i) implicitly drive codebook boundaries toward recommendation decision boundaries during training, and an MLP$_\mathrm{u2t}$ distillation module approximates u2i at the token level for inference. Experiments on three public benchmarks and two industrial datasets demonstrate that \DIG simultaneously improves ranking, retrieval, and unified retrieval-ranking quality.

Shuli Wang, Junwei Yin, Changhao Li et al.

Scaling industrial recommender models has followed two parallel paradigms: \textbf{sample information scaling} -- enriching the information content of each training sample through deeper and longer behavior sequences -- and \textbf{model capacity scaling} -- unifying sequence modeling and feature interaction within a single Transformer backbone. However, these two paradigms still face two structural limitations. Firstly, sample information scaling methods encode only a subset of each historical interaction into the sequence token, leaving the majority of the original sample context unexploited and precluding the modeling of sample-level, time-varying features. Secondly, model capacity scaling methods are inherently constrained by the structural heterogeneity between sequential and non-sequential features, preventing the model from fully realizing its representational capacity. To address these issues, we propose \textbf{SIF} (\emph{Sample Is Feature}), which encodes each historical Raw Sample directly into the sequence token -- maximally preserving sample information while simultaneously resolving the heterogeneity between sequential and non-sequential features. SIF consists of two key components. The \textbf{Sample Tokenizer} quantizes each historical Raw Sample into a Token Sample via hierarchical group-adaptive quantization (HGAQ), enabling full sample-level context to be incorporated into the sequence efficiently. The \textbf{SIF-Mixer} then performs deep feature interaction over the homogeneous sample representations via token-level and sample-level mixing, fully unleashing the model's representational capacity. Extensive experiments on a large-scale industrial dataset validate SIF's effectiveness, and we have successfully deployed SIF on the Meituan food delivery platform.

Shuli Wang, Changhao Li, Ke Fan et al.

In modern multi-stage recommendation systems, reranking plays a critical role by modeling contextual information. Due to inherent challenges such as the combinatorial space complexity, an increasing number of methods adopt the generative paradigm: the generator produces the optimal list during inference, while an evaluator guides the generator's optimization during the training phase. However, these methods still face two problems. Firstly, these generators fail to produce optimal generation results due to the lack of both local and global perspectives, regardless of whether the generation strategy is autoregressive or non-autoregressive. Secondly, the goal inconsistency problem between the generator and the evaluator during training complicates the guidance signal and leading to suboptimal performance. To address these issues, we propose the \textbf{N}ext-\textbf{S}cale \textbf{G}eneration \textbf{R}eranking (NSGR), a tree-based generative framework. Specifically, we introduce a next-scale generator (NSG) that progressively expands a recommendation list from user interests in a coarse-to-fine manner, balancing global and local perspectives. Furthermore, we design a multi-scale neighbor loss, which leverages a tree-based multi-scale evaluator (MSE) to provide scale-specific guidance to the NSG at each scale. Extensive experiments on public and industrial datasets validate the effectiveness of NSGR. And NSGR has been successfully deployed on the Meituan food delivery platform.

Changhao Li, Junwei Yin, Zhilin Zeng et al.

Generative recommendation (GR) has recently emerged as a promising paradigm for industrial recommendations. GR leverages Semantic IDs (SIDs) to reduce the encoding-decoding space and employs the Next Token Prediction (NTP) framework to explore scaling laws. However, existing GR methods suffer from two critical issues: (1) a \textbf{seesaw phenomenon} in multi-business scenarios arises due to NTP's inability to capture complex cross-business behavioral patterns; and (2) a unified SID space causes \textbf{representation confusion} by failing to distinguish distinct semantic information across businesses. To address these issues, we propose Multi-Business Generative Recommendation (MBGR), the first GR framework tailored for multi-business scenarios. Our framework comprises three key components. First, we design a Business-aware semantic ID (BID) module that preserves semantic integrity via domain-aware tokenization. Then, we introduce a Multi-Business Prediction (MBP) structure to provide business-specific prediction capabilities. Furthermore, we develop a Label Dynamic Routing (LDR) module that transforms sparse multi-business labels into dense labels to further enhance the multi-business generation capability. Extensive offline and online experiments on Meituan's food delivery platform validate MBGR's effectiveness, and we have successfully deployed it in production.

Shuli Wang, Xue Wei, Senjie Kou et al.

Reranking plays a crucial role in modern multi-stage recommender systems by rearranging the initial ranking list. Due to the inherent challenges of combinatorial search spaces, some current research adopts an evaluator-generator paradigm, with a generator generating feasible sequences and an evaluator selecting the best sequence based on the estimated list utility. However, these methods still face two issues. Firstly, due to the goal inconsistency problem between the evaluator and generator, the generator tends to fit the local optimal solution of exposure distribution rather than combinatorial space optimization. Secondly, the strategy of generating target items one by one is difficult to achieve optimality because it ignores the information of subsequent items. To address these issues, we propose a utilizing Neighbor Lists model for Generative Reranking (NLGR), which aims to improve the performance of the generator in the combinatorial space. NLGR follows the evaluator-generator paradigm and improves the generator's training and generating methods. Specifically, we use neighbor lists in combination space to enhance the training process, making the generator perceive the relative scores and find the optimization direction. Furthermore, we propose a novel sampling-based non-autoregressive generation method, which allows the generator to jump flexibly from the current list to any neighbor list. Extensive experiments on public and industrial datasets validate NLGR's effectiveness and we have successfully deployed NLGR on the Meituan food delivery platform.

Yinqiu Huang, Shuli Wang, Min Gao et al.

Uplift modeling, vital in online marketing, seeks to accurately measure the impact of various strategies, such as coupons or discounts, on different users by predicting the Individual Treatment Effect (ITE). In an e-commerce setting, user behavior follows a defined sequential chain, including impression, click, and conversion. Marketing strategies exert varied uplift effects at each stage within this chain, impacting metrics like click-through and conversion rate. Despite its utility, existing research has neglected to consider the inter-task across all stages impacts within a specific treatment and has insufficiently utilized the treatment information, potentially introducing substantial bias into subsequent marketing decisions. We identify these two issues as the chain-bias problem and the treatment-unadaptive problem. This paper introduces the Entire Chain UPlift method with context-enhanced learning (ECUP), devised to tackle these issues. ECUP consists of two primary components: 1) the Entire Chain-Enhanced Network, which utilizes user behavior patterns to estimate ITE throughout the entire chain space, models the various impacts of treatments on each task, and integrates task prior information to enhance context awareness across all stages, capturing the impact of treatment on different tasks, and 2) the Treatment-Enhanced Network, which facilitates fine-grained treatment modeling through bit-level feature interactions, thereby enabling adaptive feature adjustment. Extensive experiments on public and industrial datasets validate ECUPs effectiveness. Moreover, ECUP has been deployed on the Meituan food delivery platform, serving millions of daily active users, with the related dataset released for future research.

Yinqiu Huang, Hao Ma, Wenshuai Chen et al.

Bid shading plays a crucial role in Real-Time Bidding~(RTB) by adaptively adjusting the bid to avoid advertisers overspending. Existing mainstream two-stage methods, which first model bid landscapes and then optimize surplus using operations research techniques, are constrained by unimodal assumptions that fail to adapt for non-convex surplus curves and are vulnerable to cascading errors in sequential workflows. Additionally, existing discretization models of continuous values ignore the dependence between discrete intervals, reducing the model's error correction ability, while sample selection bias in bidding scenarios presents further challenges for prediction. To address these issues, this paper introduces Generative Bid Shading~(GBS), which comprises two primary components: (1) an end-to-end generative model that utilizes an autoregressive approach to generate shading ratios by stepwise residuals, capturing complex value dependencies without relying on predefined priors; and (2) a reward preference alignment system, which incorporates a channel-aware hierarchical dynamic network~(CHNet) as the reward model to extract fine-grained features, along with modules for surplus optimization and exploration utility reward alignment, ultimately optimizing both short-term and long-term surplus using group relative policy optimization~(GRPO). Extensive experiments on both offline and online A/B tests validate GBS's effectiveness. Moreover, GBS has been deployed on the Meituan DSP platform, serving billions of bid requests daily.