LBM: Hierarchical Large Auto-Bidding Model via Reasoning and Acting

The growing scale of ad auctions on online advertising platforms has intensified competition, making manual bidding impractical and necessitating auto-bidding to help advertisers achieve their economic goals. Current auto-bidding methods have evolved to use offline reinforcement learning or generative methods to optimize bidding strategies, but they can sometimes behave counterintuitively due to the black-box training manner and limited mode coverage of datasets, leading to challenges in understanding task status and generalization in dynamic ad environments. Large language models (LLMs) offer a promising solution by leveraging prior human knowledge and reasoning abilities to improve auto-bidding performance. However, directly applying LLMs to auto-bidding faces difficulties due to the need for precise actions in competitive auctions and the lack of specialized auto-bidding knowledge, which can lead to hallucinations and suboptimal decisions. To address these challenges, we propose a hierarchical Large autoBidding Model (LBM) to leverage the reasoning capabilities of LLMs for developing a superior auto-bidding strategy. This includes a high-level LBM-Think model for reasoning and a low-level LBM-Act model for action generation. Specifically, we propose a dual embedding mechanism to efficiently fuse two modalities, including language and numerical inputs, for language-guided training of the LBM-Act; then, we propose an offline reinforcement fine-tuning technique termed GQPO for mitigating the LLM-Think's hallucinations and enhancing decision-making performance without simulation or real-world rollout like previous multi-turn LLM-based methods. Experiments demonstrate the superiority of a generative backbone based on our LBM, especially in an efficient training manner and generalization ability.

Sequential Regression for Continuous Value Prediction using Residual Quantization

Continuous value prediction plays a crucial role in industrial-scale recommendation systems, including tasks such as predicting users' watch-time and estimating the gross merchandise value (GMV) in e-commerce transactions. However, it remains challenging due to the highly complex and long-tailed nature of the data distributions. Existing generative approaches rely on rigid parametric distribution assumptions, which fundamentally limits their performance when such assumptions misalign with real-world data. Overly simplified forms cannot adequately model real-world complexities, while more intricate assumptions often suffer from poor scalability and generalization. To address these challenges, we propose a residual quantization (RQ)-based sequence learning framework that represents target continuous values as a sum of ordered quantization codes, predicted recursively from coarse to fine granularity with diminishing quantization errors. We introduce a representation learning objective that aligns RQ code embedding space with the ordinal structure of target values, allowing the model to capture continuous representations for quantization codes and further improving prediction accuracy. We perform extensive evaluations on public benchmarks for lifetime value (LTV) and watch-time prediction, alongside a large-scale online experiment for GMV prediction on an industrial short-video recommendation platform. The results consistently show that our approach outperforms state-of-the-art methods, while demonstrating strong generalization across diverse continuous value prediction tasks in recommendation systems.

Generative Recommendation for Large-Scale Advertising

Generative recommendation has recently attracted widespread attention in industry due to its potential for scaling and stronger model capacity. However, deploying real-time generative recommendation in large-scale advertising requires designs beyond large-language-model (LLM)-style training and serving recipes. We present a production-oriented generative recommender co-designed across architecture, learning, and serving, named GR4AD (Generative Recommendation for ADdvertising). As for tokenization, GR4AD proposes UA-SID (Unified Advertisement Semantic ID) to capture complicated business information. Furthermore, GR4AD introduces LazyAR, a lazy autoregressive decoder that relaxes layer-wise dependencies for short, multi-candidate generation, preserving effectiveness while reducing inference cost, which facilitates scaling under fixed serving budgets. To align optimization with business value, GR4AD employs VSL (Value-Aware Supervised Learning) and proposes RSPO (Ranking-Guided Softmax Preference Optimization), a ranking-aware, list-wise reinforcement learning algorithm that optimizes value-based rewards under list-level metrics for continual online updates. For online inference, we further propose dynamic beam serving, which adapts beam width across generation levels and online load to control compute. Large-scale online A/B tests show up to 4.2% ad revenue improvement over an existing DLRM-based stack, with consistent gains from both model scaling and inference-time scaling. GR4AD has been fully deployed in Kuaishou advertising system with over 400 million users and achieves high-throughput real-time serving.

Phase-Aware Mixture of Experts for Agentic Reinforcement Learning

Reinforcement learning (RL) has equipped LLM agents with a strong ability to solve complex tasks. However, existing RL methods normally use a \emph{single} policy network, causing \emph{simplicity bias} where simple tasks occupy most parameters and dominate gradient updates, leaving insufficient capacity for complex tasks. A plausible remedy could be employing the Mixture-of-Experts (MoE) architecture in the policy network, as MoE allows different parameters (experts) to specialize in different tasks, preventing simple tasks from dominating all parameters. However, a key limitation of traditional MoE is its token-level routing, where the router assigns each token to specialized experts, which fragments phase-consistent patterns into scattered expert assignments and thus undermines expert specialization. In this paper, we propose \textbf{Phase-Aware Mixture of Experts (PA-MoE)}. It first features a lightweight \emph{phase router} that learns latent phase boundaries directly from the RL objective without pre-defining phase categories. Then, the phase router allocates temporally consistent assignments to the same expert, allowing experts to preserve phase-specific expertise. Experimental results demonstrate the effectiveness of our proposed PA-MoE.

Jointly Optimizing Debiased CTR and Uplift for Coupons Marketing: A Unified Causal Framework

In online advertising, marketing interventions such as coupons introduce significant confounding bias into Click-Through Rate (CTR) prediction. Observed clicks reflect a mixture of users' intrinsic preferences and the uplift induced by these interventions. This causes conventional models to miscalibrate base CTRs, which distorts downstream ranking and billing decisions. Furthermore, marketing interventions often operate as multi-valued treatments with varying magnitudes, introducing additional complexity to CTR prediction. To address these issues, we propose the \textbf{Uni}fied \textbf{M}ulti-\textbf{V}alued \textbf{T}reatment Network (UniMVT). Specifically, UniMVT disentangles confounding factors from treatment-sensitive representations, enabling a full-space counterfactual inference module to jointly reconstruct the debiased base CTR and intensity-response curves. To handle the complexity of multi-valued treatments, UniMVT employs an auxiliary intensity estimation task to capture treatment propensities and devise a unit uplift objective that normalizes the intervention effect. This ensures comparable estimation across the continuous coupon-value spectrum. UniMVT simultaneously achieves debiased CTR prediction for accurate system calibration and precise uplift estimation for incentive allocation. Extensive experiments on synthetic and industrial datasets demonstrate UniMVT's superiority in both predictive accuracy and calibration. Furthermore, real-world A/B tests confirm that UniMVT significantly improves business metrics through more effective coupon distribution.

RecGOAT: Graph Optimal Adaptive Transport for LLM-Enhanced Multimodal Recommendation with Dual Semantic Alignment

Multimodal recommendation systems typically integrates user behavior with multimodal data from items, thereby capturing more accurate user preferences. Concurrently, with the rise of large models (LMs), multimodal recommendation is increasingly leveraging their strengths in semantic understanding and contextual reasoning. However, LM representations are inherently optimized for general semantic tasks, while recommendation models rely heavily on sparse user/item unique identity (ID) features. Existing works overlook the fundamental representational divergence between large models and recommendation systems, resulting in incompatible multimodal representations and suboptimal recommendation performance. To bridge this gap, we propose RecGOAT, a novel yet simple dual semantic alignment framework for LLM-enhanced multimodal recommendation, which offers theoretically guaranteed alignment capability. RecGOAT first employs graph attention networks to enrich collaborative semantics by modeling item-item, user-item, and user-user relationships, leveraging user/item LM representations and interaction history. Furthermore, we design a dual-granularity progressive multimodality-ID alignment framework, which achieves instance-level and distribution-level semantic alignment via cross-modal contrastive learning (CMCL) and optimal adaptive transport (OAT), respectively. Theoretically, we demonstrate that the unified representations derived from our alignment framework exhibit superior semantic consistency and comprehensiveness. Extensive experiments on three public benchmarks show that our RecGOAT achieves state-of-the-art performance, empirically validating our theoretical insights. Additionally, the deployment on a large-scale online advertising platform confirms the model's effectiveness and scalability in industrial recommendation scenarios. Code available at https://github.com/6lyc/RecGOAT-LLM4Rec.

FITMM: Adaptive Frequency-Aware Multimodal Recommendation via Information-Theoretic Representation Learning

Multimodal recommendation aims to enhance user preference modeling by leveraging rich item content such as images and text. Yet dominant systems fuse modalities in the spatial domain, obscuring the frequency structure of signals and amplifying misalignment and redundancy. We adopt a spectral information-theoretic view and show that, under an orthogonal transform that approximately block-diagonalizes bandwise covariances, the Gaussian Information Bottleneck objective decouples across frequency bands, providing a principled basis for separate-then-fuse paradigm. Building on this foundation, we propose FITMM, a Frequency-aware Information-Theoretic framework for multimodal recommendation. FITMM constructs graph-enhanced item representations, performs modality-wise spectral decomposition to obtain orthogonal bands, and forms lightweight within-band multimodal components. A residual, task-adaptive gate aggregates bands into the final representation. To control redundancy and improve generalization, we regularize training with a frequency-domain IB term that allocates capacity across bands (Wiener-like shrinkage with shut-off of weak bands). We further introduce a cross-modal spectral consistency loss that aligns modalities within each band. The model is jointly optimized with the standard recommendation loss. Extensive experiments on three real-world datasets demonstrate that FITMM consistently and significantly outperforms advanced baselines.

C2:Cross learning module enhanced decision transformer with Constraint-aware loss for auto-bidding

Decision Transformer (DT) shows promise for generative auto-bidding by capturing temporal dependencies, but suffers from two critical limitations: insufficient cross-correlation modeling among state, action, and return-to-go (RTG) sequences, and indiscriminate learning of optimal/suboptimal behaviors. To address these, we propose C2, a novel framework enhancing DT with two core innovations: (1) a Cross Learning Block (CLB) via cross-attention to strengthen inter-sequence correlation modeling; (2) a Constraint-aware Loss (CL) incorporating budget and Cost-Per-Acquisition (CPA) constraints for selective learning of optimal trajectories. Extensive offline evaluations on the AuctionNet dataset demonstrate consistent performance gains (up to 3.2% over state-of-the-art method) across diverse budget settings; ablation studies verify the complementary synergy of CLB and CL, confirming C2's superiority in auto-bidding. The code for reproducing our results is available at: https://github.com/Dingjinren/C2.

Think-Then-Generate: Reasoning-Aware Text-to-Image Diffusion with LLM Encoders

Recent progress in text-to-image (T2I) diffusion models (DMs) has enabled high-quality visual synthesis from diverse textual prompts. Yet, most existing T2I DMs, even those equipped with large language model (LLM)-based text encoders, remain text-pixel mappers -- they employ LLMs merely as text encoders, without leveraging their inherent reasoning capabilities to infer what should be visually depicted given the textual prompt. To move beyond such literal generation, we propose the think-then-generate (T2G) paradigm, where the LLM-based text encoder is encouraged to reason about and rewrite raw user prompts; the states of the rewritten prompts then serve as diffusion conditioning. To achieve this, we first activate the think-then-rewrite pattern of the LLM encoder with a lightweight supervised fine-tuning process. Subsequently, the LLM encoder and diffusion backbone are co-optimized to ensure faithful reasoning about the context and accurate rendering of the semantics via Dual-GRPO. In particular, the text encoder is reinforced using image-grounded rewards to infer and recall world knowledge, while the diffusion backbone is pushed to produce semantically consistent and visually coherent images. Experiments show substantial improvements in factual consistency, semantic alignment, and visual realism across reasoning-based image generation and editing benchmarks, achieving 0.79 on WISE score, nearly on par with GPT-4. Our results constitute a promising step toward next-generation unified models with reasoning, expression, and demonstration capacities.

MindRec: A Diffusion-driven Coarse-to-Fine Paradigm for Generative Recommendation

Recent advancements in large language model-based recommendation systems often represent items as text or semantic IDs and generate recommendations in an auto-regressive manner. However, due to the left-to-right greedy decoding strategy and the unidirectional logical flow, such methods often fail to produce globally optimal recommendations. In contrast, human reasoning does not follow a rigid left-to-right sequence. Instead, it often begins with keywords or intuitive insights, which are then refined and expanded. Inspired by this fact, we propose MindRec, a diffusion-driven coarse-to-fine generative paradigm that emulates human thought processes. Built upon a diffusion language model, MindRec departs from auto-regressive generation by leveraging a masked diffusion process to reconstruct items in a flexible, non-sequential manner. Particularly, our method first generates key tokens that reflect user preferences, and then expands them into the complete item, enabling adaptive and human-like generation. To further emulate the structured nature of human decision-making, we organize items into a hierarchical category tree. This structure guides the model to first produce the coarse-grained category and then progressively refine its selection through finer-grained subcategories before generating the specific item. To mitigate the local optimum problem inherent in greedy decoding, we design a novel beam search algorithm, Diffusion Beam Search, tailored for our mind-inspired generation paradigm. Experimental results demonstrate that MindRec yields a 9.5\% average improvement in top-1 accuracy over state-of-the-art methods, highlighting its potential to enhance recommendation performance. The implementation is available via https://github.com/Mr-Peach0301/MindRec.