NGA: Non-autoregressive Generative Auction with Global Externalities for Advertising Systems

Online advertising auctions are fundamental to internet commerce, demanding solutions that not only maximize revenue but also ensure incentive compatibility, high-quality user experience, and real-time efficiency. While recent learning-based auction frameworks have improved context modeling by capturing intra-list dependencies among ads, they remain limited in addressing global externalities and often suffer from inefficiencies caused by sequential processing. In this work, we introduce the Non-autoregressive Generative Auction with global externalities (NGA), a novel end-to-end framework designed for industrial online advertising. NGA explicitly models global externalities by jointly capturing the relationships among ads as well as the effects of adjacent organic content. To further enhance efficiency, NGA utilizes a non-autoregressive, constraint-based decoding strategy and a parallel multi-tower evaluator for unified list-wise reward and payment computation. Extensive offline experiments and large-scale online A/B testing on commercial advertising platforms demonstrate that NGA consistently outperforms existing methods in both effectiveness and efficiency.

One Model to Rank Them All: Unifying Online Advertising with End-to-End Learning

Modern industrial advertising systems commonly employ Multi-stage Cascading Architectures (MCA) to balance computational efficiency with ranking accuracy. However, this approach presents two fundamental challenges: (1) performance inconsistencies arising from divergent optimization targets and capability differences between stages, and (2) failure to account for advertisement externalities - the complex interactions between candidate ads during ranking. These limitations ultimately compromise system effectiveness and reduce platform profitability. In this paper, we present UniROM, an end-to-end generative architecture that Unifies online advertising Ranking as One Model. UniROM replaces cascaded stages with a single model to directly generate optimal ad sequences from the full candidate ad corpus in location-based services (LBS). The primary challenges associated with this approach stem from high costs of feature processing and computational bottlenecks in modeling externalities of large-scale candidate pools. To address these challenges, UniROM introduces an algorithm and engine co-designed hybrid feature service to decouple user and ad feature processing, reducing latency while preserving expressiveness. To efficiently extract intra- and cross-sequence mutual information, we propose RecFormer with an innovative cluster-attention mechanism as its core architectural component. Furthermore, we propose a bi-stage training strategy that integrates pre-training with reinforcement learning-based post-training to meet sophisticated platform and advertising objectives. Extensive offline evaluations on public benchmarks and large-scale online A/B testing on industrial advertising platform have demonstrated the superior performance of UniROM over state-of-the-art MCAs.

Beyond Cascaded Architectures: An End-to-end Generative Framework for Industrial Advertising

Traditional online industrial advertising systems suffer from the limitations of multi-stage cascaded architectures, which often discard high-potential candidates prematurely and distribute decision logic across disconnected modules. While recent generative recommendation approaches provide end-to-end solutions, they fail to address critical advertising requirements of key components for real-world deployment, such as explicit bidding, creative selection, ad allocation, and payment computation. To bridge this gap, we introduce End-to-End Generative Advertising (EGA), the first unified framework that holistically models user interests, point-of-interest (POI) and creative generation, ad allocation, and payment optimization within a single generative model. Our approach employs hierarchical tokenization and multi-token prediction to jointly generate POI recommendations and ad creatives, while a permutation-aware reward model and token-level bidding strategy ensure alignment with both user experiences and advertiser objectives. Additionally, we decouple allocation from payment using a differentiable ex-post regret minimization mechanism, guaranteeing approximate incentive compatibility at the POI level. Through extensive offline evaluations and large-scale online experiments on real-world advertising platforms, we demonstrate that EGA significantly outperforms traditional cascaded systems in both performance and practicality. Our results highlight its potential as a pioneering fully generative advertising solution, paving the way for next-generation industrial ad systems.

NLGR: Utilizing Neighbor Lists for Generative Rerank in Personalized Recommendation Systems

Reranking plays a crucial role in modern multi-stage recommender systems by rearranging the initial ranking list. Due to the inherent challenges of combinatorial search spaces, some current research adopts an evaluator-generator paradigm, with a generator generating feasible sequences and an evaluator selecting the best sequence based on the estimated list utility. However, these methods still face two issues. Firstly, due to the goal inconsistency problem between the evaluator and generator, the generator tends to fit the local optimal solution of exposure distribution rather than combinatorial space optimization. Secondly, the strategy of generating target items one by one is difficult to achieve optimality because it ignores the information of subsequent items. To address these issues, we propose a utilizing Neighbor Lists model for Generative Reranking (NLGR), which aims to improve the performance of the generator in the combinatorial space. NLGR follows the evaluator-generator paradigm and improves the generator's training and generating methods. Specifically, we use neighbor lists in combination space to enhance the training process, making the generator perceive the relative scores and find the optimization direction. Furthermore, we propose a novel sampling-based non-autoregressive generation method, which allows the generator to jump flexibly from the current list to any neighbor list. Extensive experiments on public and industrial datasets validate NLGR's effectiveness and we have successfully deployed NLGR on the Meituan food delivery platform.

Gaussian Mixture based Evidential Learning for Stereo Matching

In this paper, we introduce a novel Gaussian mixture based evidential learning solution for robust stereo matching. Diverging from previous evidential deep learning approaches that rely on a single Gaussian distribution, our framework posits that individual image data adheres to a mixture-of-Gaussian distribution in stereo matching. This assumption yields more precise pixel-level predictions and more accurately mirrors the real-world image distribution. By further employing the inverse-Gamma distribution as an intermediary prior for each mixture component, our probabilistic model achieves improved depth estimation compared to its counterpart with the single Gaussian and effectively captures the model uncertainty, which enables a strong cross-domain generation ability. We evaluated our method for stereo matching by training the model using the Scene Flow dataset and testing it on KITTI 2015 and Middlebury 2014. The experiment results consistently show that our method brings improvements over the baseline methods in a trustworthy manner. Notably, our approach achieved new state-of-the-art results on both the in-domain validated data and the cross-domain datasets, demonstrating its effectiveness and robustness in stereo matching tasks.

Off-Policy Primal-Dual Safe Reinforcement Learning

Primal-dual safe RL methods commonly perform iterations between the primal update of the policy and the dual update of the Lagrange Multiplier. Such a training paradigm is highly susceptible to the error in cumulative cost estimation since this estimation serves as the key bond connecting the primal and dual update processes. We show that this problem causes significant underestimation of cost when using off-policy methods, leading to the failure to satisfy the safety constraint. To address this issue, we propose \textit{conservative policy optimization}, which learns a policy in a constraint-satisfying area by considering the uncertainty in cost estimation. This improves constraint satisfaction but also potentially hinders reward maximization. We then introduce \textit{local policy convexification} to help eliminate such suboptimality by gradually reducing the estimation uncertainty. We provide theoretical interpretations of the joint coupling effect of these two ingredients and further verify them by extensive experiments. Results on benchmark tasks show that our method not only achieves an asymptotic performance comparable to state-of-the-art on-policy methods while using much fewer samples, but also significantly reduces constraint violation during training. Our code is available at https://github.com/ZifanWu/CAL.

Deep Automated Mechanism Design for Integrating Ad Auction and Allocation in Feed

E-commerce platforms usually present an ordered list, mixed with several organic items and an advertisement, in response to each user's page view request. This list, the outcome of ad auction and allocation processes, directly impacts the platform's ad revenue and gross merchandise volume (GMV). Specifically, the ad auction determines which ad is displayed and the corresponding payment, while the ad allocation decides the display positions of the advertisement and organic items. The prevalent methods of segregating the ad auction and allocation into two distinct stages face two problems: 1) Ad auction does not consider externalities, such as the influence of actual display position and context on ad Click-Through Rate (CTR); 2) The ad allocation, which utilizes the auction-winning ad's payment to determine the display position dynamically, fails to maintain incentive compatibility (IC) for the advertisement. For instance, in the auction stage employing the traditional Generalized Second Price (GSP) , even if the winning ad increases its bid, its payment remains unchanged. This implies that the advertisement cannot secure a better position and thus loses the opportunity to achieve higher utility in the subsequent ad allocation stage. Previous research often focused on one of the two stages, neglecting the two-stage problem, which may result in suboptimal outcomes...

HiBid: A Cross-Channel Constrained Bidding System with Budget Allocation by Hierarchical Offline Deep Reinforcement Learning

Online display advertising platforms service numerous advertisers by providing real-time bidding (RTB) for the scale of billions of ad requests every day. The bidding strategy handles ad requests cross multiple channels to maximize the number of clicks under the set financial constraints, i.e., total budget and cost-per-click (CPC), etc. Different from existing works mainly focusing on single channel bidding, we explicitly consider cross-channel constrained bidding with budget allocation. Specifically, we propose a hierarchical offline deep reinforcement learning (DRL) framework called ``HiBid'', consisted of a high-level planner equipped with auxiliary loss for non-competitive budget allocation, and a data augmentation enhanced low-level executor for adaptive bidding strategy in response to allocated budgets. Additionally, a CPC-guided action selection mechanism is introduced to satisfy the cross-channel CPC constraint. Through extensive experiments on both the large-scale log data and online A/B testing, we confirm that HiBid outperforms six baselines in terms of the number of clicks, CPC satisfactory ratio, and return-on-investment (ROI). We also deploy HiBid on Meituan advertising platform to already service tens of thousands of advertisers every day.

RL-MPCA: A Reinforcement Learning Based Multi-Phase Computation Allocation Approach for Recommender Systems

Recommender systems aim to recommend the most suitable items to users from a large number of candidates. Their computation cost grows as the number of user requests and the complexity of services (or models) increases. Under the limitation of computation resources (CRs), how to make a trade-off between computation cost and business revenue becomes an essential question. The existing studies focus on dynamically allocating CRs in queue truncation scenarios (i.e., allocating the size of candidates), and formulate the CR allocation problem as an optimization problem with constraints. Some of them focus on single-phase CR allocation, and others focus on multi-phase CR allocation but introduce some assumptions about queue truncation scenarios. However, these assumptions do not hold in other scenarios, such as retrieval channel selection and prediction model selection. Moreover, existing studies ignore the state transition process of requests between different phases, limiting the effectiveness of their approaches. This paper proposes a Reinforcement Learning (RL) based Multi-Phase Computation Allocation approach (RL-MPCA), which aims to maximize the total business revenue under the limitation of CRs. RL-MPCA formulates the CR allocation problem as a Weakly Coupled MDP problem and solves it with an RL-based approach. Specifically, RL-MPCA designs a novel deep Q-network to adapt to various CR allocation scenarios, and calibrates the Q-value by introducing multiple adaptive Lagrange multipliers (adaptive-$\lambda$) to avoid violating the global CR constraints. Finally, experiments on the offline simulation environment and online real-world recommender system validate the effectiveness of our approach.

ControlRec: Bridging the Semantic Gap between Language Model and Personalized Recommendation

The successful integration of large language models (LLMs) into recommendation systems has proven to be a major breakthrough in recent studies, paving the way for more generic and transferable recommendations. However, LLMs struggle to effectively utilize user and item IDs, which are crucial identifiers for successful recommendations. This is mainly due to their distinct representation in a semantic space that is different from the natural language (NL) typically used to train LLMs. To tackle such issue, we introduce ControlRec, an innovative Contrastive prompt learning framework for Recommendation systems. ControlRec treats user IDs and NL as heterogeneous features and encodes them individually. To promote greater alignment and integration between them in the semantic space, we have devised two auxiliary contrastive objectives: (1) Heterogeneous Feature Matching (HFM) aligning item description with the corresponding ID or user's next preferred ID based on their interaction sequence, and (2) Instruction Contrastive Learning (ICL) effectively merging these two crucial data sources by contrasting probability distributions of output sequences generated by diverse tasks. Experimental results on four public real-world datasets demonstrate the effectiveness of the proposed method on improving model performance.