HyFormer: Revisiting the Roles of Sequence Modeling and Feature Interaction in CTR Prediction

Industrial large-scale recommendation models (LRMs) face the challenge of jointly modeling long-range user behavior sequences and heterogeneous non-sequential features under strict efficiency constraints. However, most existing architectures employ a decoupled pipeline: long sequences are first compressed with a query-token based sequence compressor like LONGER, followed by fusion with dense features through token-mixing modules like RankMixer, which thereby limits both the representation capacity and the interaction flexibility. This paper presents HyFormer, a unified hybrid transformer architecture that tightly integrates long-sequence modeling and feature interaction into a single backbone. From the perspective of sequence modeling, we revisit and redesign query tokens in LRMs, and frame the LRM modeling task as an alternating optimization process that integrates two core components: Query Decoding which expands non-sequential features into Global Tokens and performs long sequence decoding over layer-wise key-value representations of long behavioral sequences; and Query Boosting which enhances cross-query and cross-sequence heterogeneous interactions via efficient token mixing. The two complementary mechanisms are performed iteratively to refine semantic representations across layers. Extensive experiments on billion-scale industrial datasets demonstrate that HyFormer consistently outperforms strong LONGER and RankMixer baselines under comparable parameter and FLOPs budgets, while exhibiting superior scaling behavior with increasing parameters and FLOPs. Large-scale online A/B tests in high-traffic production systems further validate its effectiveness, showing significant gains over deployed state-of-the-art models. These results highlight the practicality and scalability of HyFormer as a unified modeling framework for industrial LRMs.

LEMUR: Large scale End-to-end MUltimodal Recommendation

Traditional ID-based recommender systems often struggle with cold-start and generalization challenges. Multimodal recommendation systems, which leverage textual and visual data, offer a promising solution to mitigate these issues. However, existing industrial approaches typically adopt a two-stage training paradigm: first pretraining a multimodal model, then applying its frozen representations to train the recommendation model. This decoupled framework suffers from misalignment between multimodal learning and recommendation objectives, as well as an inability to adapt dynamically to new data. To address these limitations, we propose LEMUR, the first large-scale multimodal recommender system trained end-to-end from raw data. By jointly optimizing both the multimodal and recommendation components, LEMUR ensures tighter alignment with downstream objectives while enabling real-time parameter updates. Constructing multimodal sequential representations from user history often entails prohibitively high computational costs. To alleviate this bottleneck, we propose a novel memory bank mechanism that incrementally accumulates historical multimodal representations throughout the training process. After one month of deployment in Douyin Search, LEMUR has led to a 0.843% reduction in query change rate decay and a 0.81% improvement in QAUC. Additionally, LEMUR has shown significant gains across key offline metrics for Douyin Advertisement. Our results validate the superiority of end-to-end multimodal recommendation in real-world industrial scenarios.

Prompt Tuning for Item Cold-start Recommendation

The item cold-start problem is crucial for online recommender systems, as the success of the cold-start phase determines whether items can transition into popular ones. Prompt learning, a powerful technique used in natural language processing (NLP) to address zero- or few-shot problems, has been adapted for recommender systems to tackle similar challenges. However, existing methods typically rely on content-based properties or text descriptions for prompting, which we argue may be suboptimal for cold-start recommendations due to 1) semantic gaps with recommender tasks, 2) model bias caused by warm-up items contribute most of the positive feedback to the model, which is the core of the cold-start problem that hinders the recommender quality on cold-start items. We propose to leverage high-value positive feedback, termed pinnacle feedback as prompt information, to simultaneously resolve the above two problems. We experimentally prove that compared to the content description proposed in existing works, the positive feedback is more suitable to serve as prompt information by bridging the semantic gaps. Besides, we propose item-wise personalized prompt networks to encode pinnaclce feedback to relieve the model bias by the positive feedback dominance problem. Extensive experiments on four real-world datasets demonstrate the superiority of our model over state-of-the-art methods. Moreover, PROMO has been successfully deployed on a popular short-video sharing platform, a billion-user scale commercial short-video application, achieving remarkable performance gains across various commercial metrics within cold-start scenarios

An End-to-End Framework for Marketing Effectiveness Optimization under Budget Constraint

Online platforms often incentivize consumers to improve user engagement and platform revenue. Since different consumers might respond differently to incentives, individual-level budget allocation is an essential task in marketing campaigns. Recent advances in this field often address the budget allocation problem using a two-stage paradigm: the first stage estimates the individual-level treatment effects using causal inference algorithms, and the second stage invokes integer programming techniques to find the optimal budget allocation solution. Since the objectives of these two stages might not be perfectly aligned, such a two-stage paradigm could hurt the overall marketing effectiveness. In this paper, we propose a novel end-to-end framework to directly optimize the business goal under budget constraints. Our core idea is to construct a regularizer to represent the marketing goal and optimize it efficiently using gradient estimation techniques. As such, the obtained models can learn to maximize the marketing goal directly and precisely. We extensively evaluate our proposed method in both offline and online experiments, and experimental results demonstrate that our method outperforms current state-of-the-art methods. Our proposed method is currently deployed to allocate marketing budgets for hundreds of millions of users on a short video platform and achieves significant business goal improvements. Our code will be publicly available.