Xiaoyi Zeng

Xufeng Qian, Yue Xu, Fuyu Lv et al.

Waterfall Recommender System (RS), a popular form of RS in mobile applications, is a stream of recommended items consisting of successive pages that can be browsed by scrolling. In waterfall RS, when a user finishes browsing a page, the edge (e.g., mobile phones) would send a request to the cloud server to get a new page of recommendations, known as the paging request mechanism. RSs typically put a large number of items into one page to reduce excessive resource consumption from numerous paging requests, which, however, would diminish the RSs' ability to timely renew the recommendations according to users' real-time interest and lead to a poor user experience. Intuitively, inserting additional requests inside pages to update the recommendations with a higher frequency can alleviate the problem. However, previous attempts, including only non-adaptive strategies (e.g., insert requests uniformly), would eventually lead to resource overconsumption. To this end, we envision a new learning task of edge intelligence named Intelligent Request Strategy Design (IRSD). It aims to improve the effectiveness of waterfall RSs by determining the appropriate occasions of request insertion based on users' real-time intention. Moreover, we propose a new paradigm of adaptive request insertion strategy named Uplift-based On-edge Smart Request Framework (AdaRequest). AdaRequest 1) captures the dynamic change of users' intentions by matching their real-time behaviors with their historical interests based on attention-based neural networks. 2) estimates the counterfactual uplift of user purchase brought by an inserted request based on causal inference. 3) determines the final request insertion strategy by maximizing the utility function under online resource constraints. We conduct extensive experiments on both offline dataset and online A/B test to verify the effectiveness of AdaRequest.

Zhifang Fan, Dan Ou, Yulong Gu et al.

Modeling user's historical feedback is essential for Click-Through Rate Prediction in personalized search and recommendation. Existing methods usually only model users' positive feedback information such as click sequences which neglects the context information of the feedback. In this paper, we propose a new perspective for context-aware users' behavior modeling by including the whole page-wisely exposed products and the corresponding feedback as contextualized page-wise feedback sequence. The intra-page context information and inter-page interest evolution can be captured to learn more specific user preference. We design a novel neural ranking model RACP(i.e., Recurrent Attention over Contextualized Page sequence), which utilizes page-context aware attention to model the intra-page context. A recurrent attention process is used to model the cross-page interest convergence evolution as denoising the interest in the previous pages. Experiments on public and real-world industrial datasets verify our model's effectiveness.

Yukun Zheng, Jiang Bian, Guanghao Meng et al.

In large-scale e-commerce platforms like Taobao, it is a big challenge to retrieve products that satisfy users from billions of candidates. This has been a common concern of academia and industry. Recently, plenty of works in this domain have achieved significant improvements by enhancing embedding-based retrieval (EBR) methods, including the Multi-Grained Deep Semantic Product Retrieval (MGDSPR) model [16] in Taobao search engine. However, we find that MGDSPR still has problems of poor relevance and weak personalization compared to other retrieval methods in our online system, such as lexical matching and collaborative filtering. These problems promote us to further strengthen the capabilities of our EBR model in both relevance estimation and personalized retrieval. In this paper, we propose a novel Multi-Objective Personalized Product Retrieval (MOPPR) model with four hierarchical optimization objectives: relevance, exposure, click and purchase. We construct entire-space multi-positive samples to train MOPPR, rather than the single-positive samples for existing EBR models.We adopt a modified softmax loss for optimizing multiple objectives. Results of extensive offline and online experiments show that MOPPR outperforms the baseline MGDSPR on evaluation metrics of relevance estimation and personalized retrieval. MOPPR achieves 0.96% transaction and 1.29% GMV improvements in a 28-day online A/B test. Since the Double-11 shopping festival of 2021, MOPPR has been fully deployed in mobile Taobao search, replacing the previous MGDSPR. Finally, we discuss several advanced topics of our deeper explorations on multi-objective retrieval and ranking to contribute to the community.

Jia-Qi Yang, Chenglei Dai, Dan OU et al.

With the advancement of multimedia internet, the impact of visual characteristics on the decision of users to click or not within the online retail industry is increasingly significant. Thus, incorporating visual features is a promising direction for further performance improvements in click-through rate (CTR). However, experiments on our production system revealed that simply injecting the image embeddings trained with established pre-training methods only has marginal improvements. We believe that the main advantage of existing image feature pre-training methods lies in their effectiveness for cross-modal predictions. However, this differs significantly from the task of CTR prediction in recommendation systems. In recommendation systems, other modalities of information (such as text) can be directly used as features in downstream models. Even if the performance of cross-modal prediction tasks is excellent, it is challenging to provide significant information gain for the downstream models. We argue that a visual feature pre-training method tailored for recommendation is necessary for further improvements beyond existing modality features. To this end, we propose an effective user intention reconstruction module to mine visual features related to user interests from behavior histories, which constructs a many-to-one correspondence. We further propose a contrastive training method to learn the user intentions and prevent the collapse of embedding vectors. We conduct extensive experimental evaluations on public datasets and our production system to verify that our method can learn users' visual interests. Our method achieves $0.46\%$ improvement in offline AUC and $0.88\%$ improvement in Taobao GMV (Cross Merchandise Volume) with p-value$<$0.01.

Yi Xu, Moyu Zhang, Chenxuan Li et al.

Recommender systems traditionally represent items using unique identifiers (ItemIDs), but this approach struggles with large, dynamic item corpora and sparse long-tail data, limiting scalability and generalization. Semantic IDs, derived from multimodal content such as text and images, offer a promising alternative by mapping items into a shared semantic space, enabling knowledge transfer and improving recommendations for new or rare items. However, existing methods face two key challenges: (1) balancing cross-modal synergy with modality-specific uniqueness, and (2) bridging the semantic-behavioral gap, where semantic representations may misalign with actual user preferences. To address these challenges, we propose Multimodal Mixture-of-Quantization (MMQ), a two-stage framework that trains a novel multimodal tokenizer. First, a shared-specific tokenizer leverages a multi-expert architecture with modality-specific and modality-shared experts, using orthogonal regularization to capture comprehensive multimodal information. Second, behavior-aware fine-tuning dynamically adapts semantic IDs to downstream recommendation objectives while preserving modality information through a multimodal reconstruction loss. Extensive offline experiments and online A/B tests demonstrate that MMQ effectively unifies multimodal synergy, specificity, and behavioral adaptation, providing a scalable and versatile solution for both generative retrieval and discriminative ranking tasks.

Moyu Zhang, Yun Chen, Yujun Jin et al.

Recently, a growing body of research has focused on either optimizing CTR model architectures to better model feature interactions or refining training objectives to aid parameter learning, thereby achieving better predictive performance. However, previous efforts have primarily focused on the training phase, largely neglecting opportunities for optimization during the inference phase. Infrequently occurring feature combinations, in particular, can degrade prediction performance, leading to unreliable or low-confidence outputs. To unlock the predictive potential of trained CTR models, we propose a Model-Agnostic Test-Time paradigm (MATT), which leverages the confidence scores of feature combinations to guide the generation of multiple inference paths, thereby mitigating the influence of low-confidence features on the final prediction. Specifically, to quantify the confidence of feature combinations, we introduce a hierarchical probabilistic hashing method to estimate the occurrence frequencies of feature combinations at various orders, which serve as their corresponding confidence scores. Then, using the confidence scores as sampling probabilities, we generate multiple instance-specific inference paths through iterative sampling and subsequently aggregate the prediction scores from multiple paths to conduct robust predictions. Finally, extensive offline experiments and online A/B tests strongly validate the compatibility and effectiveness of MATT across existing CTR models.

Dian Cheng, Jiawei Chen, Wenjun Peng et al.

A good personalized product search (PPS) system should not only focus on retrieving relevant products, but also consider user personalized preference. Recent work on PPS mainly adopts the representation learning paradigm, e.g., learning representations for each entity (including user, product and query) from historical user behaviors (aka. user-product-query interactions). However, we argue that existing methods do not sufficiently exploit the crucial collaborative signal, which is latent in historical interactions to reveal the affinity between the entities. Collaborative signal is quite helpful for generating high-quality representation, exploiting which would benefit the representation learning of one node from its connected nodes. To tackle this limitation, in this work, we propose a new model IHGNN for personalized product search. IHGNN resorts to a hypergraph constructed from the historical user-product-query interactions, which could completely preserve ternary relations and express collaborative signal based on the topological structure. On this basis, we develop a specific interactive hypergraph neural network to explicitly encode the structure information (i.e., collaborative signal) into the embedding process. It collects the information from the hypergraph neighbors and explicitly models neighbor feature interaction to enhance the representation of the target entity. Extensive experiments on three real-world datasets validate the superiority of our proposal over the state-of-the-arts.

Sen Li, Fuyu Lv, Taiwei Jin et al.

Nowadays, the product search service of e-commerce platforms has become a vital shopping channel in people's life. The retrieval phase of products determines the search system's quality and gradually attracts researchers' attention. Retrieving the most relevant products from a large-scale corpus while preserving personalized user characteristics remains an open question. Recent approaches in this domain have mainly focused on embedding-based retrieval (EBR) systems. However, after a long period of practice on Taobao, we find that the performance of the EBR system is dramatically degraded due to its: (1) low relevance with a given query and (2) discrepancy between the training and inference phases. Therefore, we propose a novel and practical embedding-based product retrieval model, named Multi-Grained Deep Semantic Product Retrieval (MGDSPR). Specifically, we first identify the inconsistency between the training and inference stages, and then use the softmax cross-entropy loss as the training objective, which achieves better performance and faster convergence. Two efficient methods are further proposed to improve retrieval relevance, including smoothing noisy training data and generating relevance-improving hard negative samples without requiring extra knowledge and training procedures. We evaluate MGDSPR on Taobao Product Search with significant metrics gains observed in offline experiments and online A/B tests. MGDSPR has been successfully deployed to the existing multi-channel retrieval system in Taobao Search. We also introduce the online deployment scheme and share practical lessons of our retrieval system to contribute to the community.

Jia-Qi Yang, Xiang Li, Shuguang Han et al.

Conversion rate (CVR) prediction is one of the most critical tasks for digital display advertising. Commercial systems often require to update models in an online learning manner to catch up with the evolving data distribution. However, conversions usually do not happen immediately after a user click. This may result in inaccurate labeling, which is called delayed feedback problem. In previous studies, delayed feedback problem is handled either by waiting positive label for a long period of time, or by consuming the negative sample on its arrival and then insert a positive duplicate when a conversion happens later. Indeed, there is a trade-off between waiting for more accurate labels and utilizing fresh data, which is not considered in existing works. To strike a balance in this trade-off, we propose Elapsed-Time Sampling Delayed Feedback Model (ES-DFM), which models the relationship between the observed conversion distribution and the true conversion distribution. Then we optimize the expectation of true conversion distribution via importance sampling under the elapsed-time sampling distribution. We further estimate the importance weight for each instance, which is used as the weight of loss function in CVR prediction. To demonstrate the effectiveness of ES-DFM, we conduct extensive experiments on a public data and a private industrial dataset. Experimental results confirm that our method consistently outperforms the previous state-of-the-art results.

Xiang Li, Chao Wang, Jiwei Tan et al.

For better user experience and business effectiveness, Click-Through Rate (CTR) prediction has been one of the most important tasks in E-commerce. Although extensive CTR prediction models have been proposed, learning good representation of items from multimodal features is still less investigated, considering an item in E-commerce usually contains multiple heterogeneous modalities. Previous works either concatenate the multiple modality features, that is equivalent to giving a fixed importance weight to each modality; or learn dynamic weights of different modalities for different items through technique like attention mechanism. However, a problem is that there usually exists common redundant information across multiple modalities. The dynamic weights of different modalities computed by using the redundant information may not correctly reflect the different importance of each modality. To address this, we explore the complementarity and redundancy of modalities by considering modality-specific and modality-invariant features differently. We propose a novel Multimodal Adversarial Representation Network (MARN) for the CTR prediction task. A multimodal attention network first calculates the weights of multiple modalities for each item according to its modality-specific features. Then a multimodal adversarial network learns modality-invariant representations where a double-discriminators strategy is introduced. Finally, we achieve the multimodal item representations by combining both modality-specific and modality-invariant representations. We conduct extensive experiments on both public and industrial datasets, and the proposed method consistently achieves remarkable improvements to the state-of-the-art methods. Moreover, the approach has been deployed in an operational E-commerce system and online A/B testing further demonstrates the effectiveness.