Duna Zhan

Hui Yang, Daiwei He, Kevin Jiang et al.

Recommendation systems power engagement and monetization across feeds, ads, and short-video platforms, but translating the latest advances in Large Language Models into Recommendation Systems (RecSys) gains remains rare, particularly in advertising and production-scale real-world industry setups. Prior real-world LLM successes typically fall into three buckets: (a) generative retrieval that directly predicts the next items for candidate generation, (b) late-stage re-ranking that uses LLMs, and (c) auxiliary signal enrichment with LLMs. We introduce a complementary paradigm for ads: a fine-tuned open-source LLM used not as a ranker, but as an ads-specific ancillary predictor, forecasting likely advertisers from user profiles and histories. This LLM-driven advertiser prediction augments conventional candidate generation and provides informative priors to downstream ranking. Developed in a large-scale production advertising system, our approach produces substantial offline improvements and measurable online business impact, demonstrating that LLM world knowledge and predictive capacity can be efficiently harnessed. Beyond validating LLMs for ads applications, our results show that targeted ancillary predictions can unlock end-to-end gains across both retrieval and late-stage ranking, offering a practical path to LLM-enhanced recommendation at scale.

Duna Zhan, Dongliang Guo, Pengsheng Ji et al.

Graph neural networks (GNNs) have emerged as a powerful tool for analyzing and learning from complex data structured as graphs, demonstrating remarkable effectiveness in various applications, such as social network analysis, recommendation systems, and drug discovery. However, despite their impressive performance, the fairness problem has increasingly gained attention as a crucial aspect to consider. Existing research in graph learning focuses on either group fairness or individual fairness. However, since each concept provides unique insights into fairness from distinct perspectives, integrating them into a fair graph neural network system is crucial. To the best of our knowledge, no study has yet to comprehensively tackle both individual and group fairness simultaneously. In this paper, we propose a new concept of individual fairness within groups and a novel framework named Fairness for Group and Individual (FairGI), which considers both group fairness and individual fairness within groups in the context of graph learning. FairGI employs the similarity matrix of individuals to achieve individual fairness within groups, while leveraging adversarial learning to address group fairness in terms of both Equal Opportunity and Statistical Parity. The experimental results demonstrate that our approach not only outperforms other state-of-the-art models in terms of group fairness and individual fairness within groups, but also exhibits excellent performance in population-level individual fairness, while maintaining comparable prediction accuracy.