Wenjin Wu

Ben Xue, Dan Liu, Lixiang Wang et al.

Generative recommendation has recently attracted widespread attention in industry due to its potential for scaling and stronger model capacity. However, deploying real-time generative recommendation in large-scale advertising requires designs beyond large-language-model (LLM)-style training and serving recipes. We present a production-oriented generative recommender co-designed across architecture, learning, and serving, named GR4AD (Generative Recommendation for ADdvertising). As for tokenization, GR4AD proposes UA-SID (Unified Advertisement Semantic ID) to capture complicated business information. Furthermore, GR4AD introduces LazyAR, a lazy autoregressive decoder that relaxes layer-wise dependencies for short, multi-candidate generation, preserving effectiveness while reducing inference cost, which facilitates scaling under fixed serving budgets. To align optimization with business value, GR4AD employs VSL (Value-Aware Supervised Learning) and proposes RSPO (Ranking-Guided Softmax Preference Optimization), a ranking-aware, list-wise reinforcement learning algorithm that optimizes value-based rewards under list-level metrics for continual online updates. For online inference, we further propose dynamic beam serving, which adapts beam width across generation levels and online load to control compute. Large-scale online A/B tests show up to 4.2% ad revenue improvement over an existing DLRM-based stack, with consistent gains from both model scaling and inference-time scaling. GR4AD has been fully deployed in Kuaishou advertising system with over 400 million users and achieves high-throughput real-time serving.

Siyun Yang, Shixiao Yang, Jian Wang et al.

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.