Fenggang Wu

Wei Zhang, Dai Li, Chen Liang et al.

Effective user representations are pivotal in personalized advertising. However, stringent constraints on training throughput, serving latency, and memory, often limit the complexity and input feature set of online ads ranking models. This challenge is magnified in extensive systems like Meta's, which encompass hundreds of models with diverse specifications, rendering the tailoring of user representation learning for each model impractical. To address these challenges, we present Scaling User Modeling (SUM), a framework widely deployed in Meta's ads ranking system, designed to facilitate efficient and scalable sharing of online user representation across hundreds of ads models. SUM leverages a few designated upstream user models to synthesize user embeddings from massive amounts of user features with advanced modeling techniques. These embeddings then serve as inputs to downstream online ads ranking models, promoting efficient representation sharing. To adapt to the dynamic nature of user features and ensure embedding freshness, we designed SUM Online Asynchronous Platform (SOAP), a latency free online serving system complemented with model freshness and embedding stabilization, which enables frequent user model updates and online inference of user embeddings upon each user request. We share our hands-on deployment experiences for the SUM framework and validate its superiority through comprehensive experiments. To date, SUM has been launched to hundreds of ads ranking models in Meta, processing hundreds of billions of user requests daily, yielding significant online metric gains and improved infrastructure efficiency.

Zikun Liu, Liang Luo, Qianru Li et al.

Recent advances in recommendation scaling laws have led to foundation models of unprecedented complexity. While these models offer superior performance, their computational demands make real-time serving impractical, often forcing practitioners to rely on knowledge distillation-compromising serving quality for efficiency. To address this challenge, we present SOLARIS (Speculative Offloading of Latent-bAsed Representation for Inference Scaling), a novel framework inspired by speculative decoding. SOLARIS proactively precomputes user-item interaction embeddings by predicting which user-item pairs are likely to appear in future requests, and asynchronously generating their foundation model representations ahead of time. This approach decouples the costly foundation model inference from the latency-critical serving path, enabling real-time knowledge transfer from models previously considered too expensive for online use. Deployed across Meta's advertising system serving billions of daily requests, SOLARIS achieves 0.67% revenue-driving top-line metrics gain, demonstrating its effectiveness at scale.

Jieming Di, Xiaoyu Chen, Ying She et al.

Large-scale ranking systems depend on thousands of features derived from user behavior across multiple time horizons. Typically requires model retraining -- resulting in long iteration cycles (3--6 months), substantial GPU resource consumption, and limited rollout throughput. We introduce Intelligent Elastic Feature Fading (IEFF), a production infrastructure system that enables retrain-free feature efficiency rollouts by elastically controlling feature coverage and distribution at serving time. IEFF supports incremental feature coverage adjustments while models adapt through recurring training, eliminating dependencies on explicit retraining cycles. The system incorporates strict safety guardrails, reversibility mechanisms, and comprehensive monitoring to ensure stability at scale. Across multiple production use cases, IEFF accelerates efficiency-related rollouts by 5$\times$, eliminates retraining-related GPU overhead, and enables faster capacity recycling. Extensive offline and online experiments demonstrate that gradual feature fading prevents 50--55\% of online performance degradation compared to abrupt feature removal, while maintaining stable model behavior. These results establish elastic, system-level feature fading as a practical and scalable approach for managing feature efficiency in modern industrial ranking systems.