Shaoguo Liu

Shanlei Mu, Penghui Wei, Wayne Xin Zhao et al. · baidu

Multi-scenario ad ranking aims at leveraging the data from multiple domains or channels for training a unified ranking model to improve the performance at each individual scenario. Although the research on this task has made important progress, it still lacks the consideration of cross-scenario relations, thus leading to limitation in learning capability and difficulty in interrelation modeling. In this paper, we propose a Hybrid Contrastive Constrained approach (HC^2) for multi-scenario ad ranking. To enhance the modeling of data interrelation, we elaborately design a hybrid contrastive learning approach to capture commonalities and differences among multiple scenarios. The core of our approach consists of two elaborated contrastive losses, namely generalized and individual contrastive loss, which aim at capturing common knowledge and scenario-specific knowledge, respectively. To adapt contrastive learning to the complex multi-scenario setting, we propose a series of important improvements. For generalized contrastive loss, we enhance contrastive learning by extending the contrastive samples (label-aware and diffusion noise enhanced contrastive samples) and reweighting the contrastive samples (reciprocal similarity weighting). For individual contrastive loss, we use the strategies of dropout-based augmentation and {cross-scenario encoding} for generating meaningful positive and negative contrastive samples, respectively. Extensive experiments on both offline evaluation and online test have demonstrated the effectiveness of the proposed HC$^2$ by comparing it with a number of competitive baselines.

Xuanhua Yang, Xiaoyu Peng, Penghui Wei et al. · baidu

Click-through rate (CTR) prediction is a fundamental technique in recommendation and advertising systems. Recent studies have proved that learning a unified model to serve multiple domains is effective to improve the overall performance. However, it is still challenging to improve generalization across domains under limited training data, and hard to deploy current solutions due to their computational complexity. In this paper, we propose a simple yet effective framework AdaSparse for multi-domain CTR prediction, which learns adaptively sparse structure for each domain, achieving better generalization across domains with lower computational cost. In AdaSparse, we introduce domain-aware neuron-level weighting factors to measure the importance of neurons, with that for each domain our model can prune redundant neurons to improve generalization. We further add flexible sparsity regularizations to control the sparsity ratio of learned structures. Offline and online experiments show that AdaSparse outperforms previous multi-domain CTR models significantly.

Penghui Wei, Xuanhua Yang, Shaoguo Liu et al. · baidu

This paper focuses on automatically generating the text of an ad, and the goal is that the generated text can capture user interest for achieving higher click-through rate (CTR). We propose CREATER, a CTR-driven advertising text generation approach, to generate ad texts based on high-quality user reviews. To incorporate CTR objective, our model learns from online A/B test data with contrastive learning, which encourages the model to generate ad texts that obtain higher CTR. To alleviate the low-resource issue, we design a customized self-supervised objective reducing the gap between pre-training and fine-tuning. Experiments on industrial datasets show that CREATER significantly outperforms current approaches. It has been deployed online in a leading advertising platform and brings uplift on core online metrics.

Penghui Wei, Weimin Zhang, Ruijie Hou et al. · baidu

Predicting user response probabilities is vital for ad ranking and bidding. We hope that predictive models can produce accurate probabilistic predictions that reflect true likelihoods. Calibration techniques aim to post-process model predictions to posterior probabilities. Field-level calibration -- which performs calibration w.r.t. to a specific field value -- is fine-grained and more practical. In this paper we propose a doubly-adaptive approach AdaCalib. It learns an isotonic function family to calibrate model predictions with the guidance of posterior statistics, and field-adaptive mechanisms are designed to ensure that the posterior is appropriate for the field value to be calibrated. Experiments verify that AdaCalib achieves significant improvement on calibration performance. It has been deployed online and beats previous approach.

Haowen Gao, Zhenyu Zhang, Liang Pang et al.

Reinforcement learning (RL) with group relative policy optimization (GRPO) has become a widely adopted approach for enhancing the reasoning capabilities of multimodal large language models (MLLMs). While GRPO enables long-chain reasoning without a critic, it often suffers from sparse rewards on difficult problems and advantage vanishing when group-level rewards are too consistent for overly easy or hard problems. Existing solutions (sample expansion, selective utilization, and indirect reward design) often fail to maintain enough variance in within-group reward distributions to yield clear optimization signals. To address this, we propose DIVA-GRPO, a difficulty-adaptive variant advantage method that adjusts variant difficulty distributions from a global perspective. DIVA-GRPO dynamically assesses problem difficulty, samples variants with appropriate difficulty levels, and calculates advantages across local and global groups using difficulty-weighted and normalized scaling. This alleviates reward sparsity and advantage vanishing while improving training stability. Extensive experiments on six reasoning benchmarks demonstrate that DIVA-GRPO outperforms existing approaches in training efficiency and reasoning performance. Code: https://github.com/Siaaaaaa1/DIVA-GRPO

Xuanhua Yang, Jianxin Zhao, Shaoguo Liu et al.

Multi-task learning (MTL) has been widely applied in online advertising and recommender systems. To address the negative transfer issue, recent studies have proposed optimization methods that thoroughly focus on the gradient alignment of directions or magnitudes. However, since prior study has proven that both general and specific knowledge exist in the limited shared capacity, overemphasizing on gradient alignment may crowd out task-specific knowledge, and vice versa. In this paper, we propose a transference-driven approach CoGrad that adaptively maximizes knowledge transference via Coordinated Gradient modification. We explicitly quantify the transference as loss reduction from one task to another, and then derive an auxiliary gradient from optimizing it. We perform the optimization by incorporating this gradient into original task gradients, making the model automatically maximize inter-task transfer and minimize individual losses. Thus, CoGrad can harmonize between general and specific knowledge to boost overall performance. Besides, we introduce an efficient approximation of the Hessian matrix, making CoGrad computationally efficient and simple to implement. Both offline and online experiments verify that CoGrad significantly outperforms previous methods.

Chenkai Zhang, Yiming Lei, Zeming Liu et al.

With the rapid development of Multi-modal Large Language Models (MLLMs), an increasing number of benchmarks have been established to evaluate the video understanding capabilities of these models. However, these benchmarks focus on standalone videos and mainly assess "visual elements" like human actions and object states. In reality, contemporary videos often encompass complex and continuous narratives, typically presented as a series. To address this challenge, we propose SeriesBench, a benchmark consisting of 105 carefully curated narrative-driven series, covering 28 specialized tasks that require deep narrative understanding. Specifically, we first select a diverse set of drama series spanning various genres. Then, we introduce a novel long-span narrative annotation method, combined with a full-information transformation approach to convert manual annotations into diverse task formats. To further enhance model capacity for detailed analysis of plot structures and character relationships within series, we propose a novel narrative reasoning framework, PC-DCoT. Extensive results on SeriesBench indicate that existing MLLMs still face significant challenges in understanding narrative-driven series, while PC-DCoT enables these MLLMs to achieve performance improvements. Overall, our SeriesBench and PC-DCoT highlight the critical necessity of advancing model capabilities to understand narrative-driven series, guiding the future development of MLLMs. SeriesBench is publicly available at https://github.com/zackhxn/SeriesBench-CVPR2025.

Chenyu Zhou, Xiaoming Shi, Hui Qiu et al.

E-commerce agents contribute greatly to helping users complete their e-commerce needs. To promote further research and application of e-commerce agents, benchmarking frameworks are introduced for evaluating LLM agents in the e-commerce domain. Despite the progress, current benchmarks lack evaluating agents' capability to handle mixed-type e-commerce dialogue and complex domain rules. To address the issue, this work first introduces a novel corpus, termed Mix-ECom, which is constructed based on real-world customer-service dialogues with post-processing to remove user privacy and add CoT process. Specifically, Mix-ECom contains 4,799 samples with multiply dialogue types in each e-commerce dialogue, covering four dialogue types (QA, recommendation, task-oriented dialogue, and chit-chat), three e-commerce task types (pre-sales, logistics, after-sales), and 82 e-commerce rules. Furthermore, this work build baselines on Mix-Ecom and propose a dynamic framework to further improve the performance. Results show that current e-commerce agents lack sufficient capabilities to handle e-commerce dialogues, due to the hallucination cased by complex domain rules. The dataset will be publicly available.

Wenhao Zhu, Guojie Song, Liang Wang et al.

Graph Transformers (GTs) have significantly advanced the field of graph representation learning by overcoming the limitations of message-passing graph neural networks (GNNs) and demonstrating promising performance and expressive power. However, the quadratic complexity of self-attention mechanism in GTs has limited their scalability, and previous approaches to address this issue often suffer from expressiveness degradation or lack of versatility. To address this issue, we propose AnchorGT, a novel attention architecture for GTs with global receptive field and almost linear complexity, which serves as a flexible building block to improve the scalability of a wide range of GT models. Inspired by anchor-based GNNs, we employ structurally important $k$-dominating node set as anchors and design an attention mechanism that focuses on the relationship between individual nodes and anchors, while retaining the global receptive field for all nodes. With its intuitive design, AnchorGT can easily replace the attention module in various GT models with different network architectures and structural encodings, resulting in reduced computational overhead without sacrificing performance. In addition, we theoretically prove that AnchorGT attention can be strictly more expressive than Weisfeiler-Lehman test, showing its superiority in representing graph structures. Our experiments on three state-of-the-art GT models demonstrate that their AnchorGT variants can achieve better results while being faster and significantly more memory efficient.

Penghui Wei, Hongjian Dou, Shaoguo Liu et al.

Conversion rate (CVR) estimation aims to predict the probability of conversion event after a user has clicked an ad. Typically, online publisher has user browsing interests and click feedbacks, while demand-side advertising platform collects users' post-click behaviors such as dwell time and conversion decisions. To estimate CVR accurately and protect data privacy better, vertical federated learning (vFL) is a natural solution to combine two sides' advantages for training models, without exchanging raw data. Both CVR estimation and applied vFL algorithms have attracted increasing research attentions. However, standardized and systematical evaluations are missing: due to the lack of standardized datasets, existing studies adopt public datasets to simulate a vFL setting via hand-crafted feature partition, which brings challenges to fair comparison. We introduce FedAds, the first benchmark for CVR estimation with vFL, to facilitate standardized and systematical evaluations for vFL algorithms. It contains a large-scale real world dataset collected from Alibaba's advertising platform, as well as systematical evaluations for both effectiveness and privacy aspects of various vFL algorithms. Besides, we also explore to incorporate unaligned data in vFL to improve effectiveness, and develop perturbation operations to protect privacy well. We hope that future research work in vFL and CVR estimation benefits from the FedAds benchmark.

Zixuan Xu, Penghui Wei, Weimin Zhang et al.

In online advertising, conventional post-click conversion rate (CVR) estimation models are trained using clicked samples. However, during online serving the models need to estimate for all impression ads, leading to the sample selection bias (SSB) issue. Intuitively, providing reliable supervision signals for unclicked ads is a feasible way to alleviate the SSB issue. This paper proposes an uncertainty-regularized knowledge distillation (UKD) framework to debias CVR estimation via distilling knowledge from unclicked ads. A teacher model learns click-adaptive representations and produces pseudo-conversion labels on unclicked ads as supervision signals. Then a student model is trained on both clicked and unclicked ads with knowledge distillation, performing uncertainty modeling to alleviate the inherent noise in pseudo-labels. Experiments on billion-scale datasets show that UKD outperforms previous debiasing methods. Online results verify that UKD achieves significant improvements.

Xu Ma, Pengjie Wang, Hui Zhao et al.

In real-world search, recommendation, and advertising systems, the multi-stage ranking architecture is commonly adopted. Such architecture usually consists of matching, pre-ranking, ranking, and re-ranking stages. In the pre-ranking stage, vector-product based models with representation-focused architecture are commonly adopted to account for system efficiency. However, it brings a significant loss to the effectiveness of the system. In this paper, a novel pre-ranking approach is proposed which supports complicated models with interaction-focused architecture. It achieves a better tradeoff between effectiveness and efficiency by utilizing the proposed learnable Feature Selection method based on feature Complexity and variational Dropout (FSCD). Evaluations in a real-world e-commerce sponsored search system for a search engine demonstrate that utilizing the proposed pre-ranking, the effectiveness of the system is significantly improved. Moreover, compared to the systems with conventional pre-ranking models, an identical amount of computational resource is consumed.