arXiv subjects

Junwei Pan

Publications and source records attributed to Junwei Pan.

At least 19 recordsLinked to original sources

arXiv2026

Beyond Action Imitation: Learning a Decision-Aware User Simulator for Online Advertising

Recent advances in LLM-based user simulation have shown promise for offline evaluation of recommendation and advertising systems. However, existing simulators typically infer user preferences from single-domain interaction histories and are primarily optimized to reproduce observable actions such as clicks. Consequently, they capture only a partial view of user preferences, while action-only prediction easily induces model shortcuts and limits both the fidelity and diagnostic value of simulation. To address these challenges, we propose DASH, a decision-aware user simulator that jointly generates thinking traces and predicts behavioral actions from heterogeneous cross-domain histories. DASH first introduces a Context Engineering stage that folds heterogeneous cross-domain histories into decision-relevant context, together with prompt optimization for effective reasoning over the folded context. To train a user simulator, DASH distills thinking trajectories from strong LLMs as SFT data, and further tailors a rubric-based reward model that evaluates thinking traces along form, content, and logic for RL training. Combined with the action reward, these signals jointly improve action prediction and thinking quality. Extensive experiments on real-world Tencent advertising data spanning five heterogeneous content domains demonstrate the effectiveness, efficiency, fidelity, and diagnostic value of DASH.

cs.IR↗

arXiv2026

Diffusion Language Model for Recommendation

Large language model (LLM)-empowered recommender systems have emerged as a promising paradigm for generative recommendation, leveraging their strong semantic reasoning and generative capacity to model complex, diverse user preferences. However, most existing approaches rely on an autoregressive paradigm that is suboptimal for recommendation. The next-token objective emphasizes sequential order rather than the structural inter-item dependencies underlying user preferences. In addition, prefix-constrained generation restricts bidirectional context and commits to left-to-right decoding, causing early errors to accumulate without correction. Inspired by the success of diffusion language models, we propose \textbf{DLMRec}, a discrete diffusion language model tailored for recommendation that offers a compelling alternative to autoregressive generation. Specifically, DLMRec introduces three key components to bridge diffusion language modeling with recommendation. First, a collaborative-aware stochastic tokenizer encodes multi-hop collaborative signals into expressive discrete tokens compatible with diffusion modeling. Second, a curriculum-driven training strategy aligns the denoising process with preference recovery through progressive item- and token-level learning. Third, a stability-aware voting mechanism aggregates iterative predictions to improve generation consistency and robustness.

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arXiv2026

SIREN: Unified Multi-Granularity Semantic Interaction for Multi-Modal Lifelong User Interest Modeling

Industrial recommender systems increasingly leverage lifelong user behavior histories and rich multi-modal content to capture evolving user preferences. However, effectively integrating multi-modal features into lifelong interest modeling remains challenging due to the inherent misalignment between multi-modal and collaborative spaces. Existing paradigms typically rely on separate modeling of multi-modal sequence and behavior sequence, and late fusion to alleviate the modality gap, which results in coarse-grained multi-modal representation and limited integration. In this paper, we propose SIREN, a unified multi-granularity semantic interaction framework for multi-modal lifelong user interest modeling. In the General Search Unit stage, we introduce two alternative retrieval strategies: multi-modal similarity-based soft retrieval for retrieval effectiveness, and Semantic ID (SemID)-based hard retrieval for efficient industrial serving. For the Exact Search Unit stage, we explicitly incorporate target-aware relevance via coarse similarity buckets and fine-grained prefix-encoded SemIDs, enabling unified interaction with collaborative ID features within the target-conditioned transformer architecture. Extensive experiments on the offline dataset demonstrate that SIREN achieves a state-of-the-art GAUC. Online A/B tests further demonstrate consistent GMV gains across multiple production scenarios, including +2.28% in Weixin Moments, +3.87% in Weixin Official Accounts, and +1.61% in Weixin Channels. From July 2025, SIREN has been fully launched for full-traffic serving in Tencent's advertising platform.

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arXiv2026

Expand More, Shrink Less: Shaping Effective-Rank Dynamics for Dense Scaling in Recommendation

Scaling recommendation models is a central challenge in recommender systems. Recently, RankMixer has emerged as an effective solution, operating on a unified token representation and alternating between token mixing and per-token feedforward networks (P-FFNs) to achieve scalable performance. However, RankMixer suffers from \textit{embedding collapse}, where learned representations have low effective rank, limiting expressivity and underutilizing the expanded representation space. Through empirical analysis and theoretical insights, we identify rigid token mixing and P-FFN modules as the primary causes of this phenomenon, jointly inducing a \textbf{damped oscillatory trajectory} in effective-rank evolution across layers. To address it, we propose RankElastor, a novel architecture that produces spectrum-robust representations with provable collapse mitigation. RankElastor introduces two components: (i) \textbf{parameterized full mixing}, which enables expressive token mixing with improved spectral robustness; and (ii) \textbf{GLU-improved P-FFNs}, which stabilize representation spectra through GLU-style FFN modules. Extensive experiments on large-scale industrial datasets demonstrate that RankElastor consistently improves recommendation performance, mitigates embedding collapse, and exhibits robust scaling behavior. Code is available at this GitHub repository: https://github.com/vasile-paskardlgm/RankElastor

cs.LG↗

arXiv2026

Asymmetric Generative Recommendation via Kronecker Residual Bridge and Multi-Faceted Hierarchical Quantization

Generative Recommendation (GenRec) models reformulate recommendation as a sequence generation task, representing items as discrete Semantic IDs used symmetrically as both inputs and prediction targets. We identify a critical dual-stage information bottleneck in this design: (1) the Input Bottleneck, where lossy quantization degrades fine-grained semantics, while popularity bias skews learned representations toward frequent items, and (2) the Output Bottleneck, where imprecise discrete targets limit supervision quality. To address these issues, we propose AsymRec, an asymmetric continuous-discrete framework that decouples input and output representations. Specifically, Kronecker Residual Bridge (KRB) maps continuous embeddings into the Transformer's hidden space via a Kronecker projection with a residual pathway, preserving semantic richness and improving generalization to infrequent items. Multi-faceted Hierarchical Quantization (MHQ) constructs high-capacity, structured discrete targets through multi-view and multi-level quantization with semantic regularization, preventing dimensional collapse while retaining fine-grained distinctions. Extensive experiments demonstrate that AsymRec consistently outperforms state-of-the-art generative recommenders by an average of 18.7%. Our project page is available at https://github.com/huangb23/AsymRec.

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arXiv2026

FEDIN: Frequency-Enhanced Deep Interest Network for Click-Through Rate Prediction

Sequential recommendation models often struggle to capture latent periodic patterns in user interests, primarily due to the noise inherent in time-domain behavioral data. While frequency-domain analysis offers a global perspective to address this, existing approaches typically treat user sequences in isolation, overlooking the crucial context of the target item. In this work, we present a novel empirical observation: user attention scores exhibit distinct spectral entropy distributions when conditioned on positive versus negative target items. Specifically, true user interests manifest as highly concentrated spectral patterns with lower entropy in the frequency domain, whereas irrelevant behaviors appear as high-entropy noise. Leveraging this insight, we propose the Frequency-Enhanced Deep Interest Network (FEDIN). FEDIN introduces a frequency-domain branch that utilizes a target-aware spectrum filtering mechanism to isolate these periodic interest signals. Extensive experiments on three public datasets demonstrate that FEDIN consistently outperforms state-of-the-art sequential recommendation baselines, demonstrating superior robustness against noise. We have released our code at: https://github.com/otokoneko/FEDIN.

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arXiv2026

RankUp: Towards High-rank Representations for Large Scale Advertising Recommender Systems

The scaling laws for recommender systems have been increasingly validated, where MetaFormer-based architectures consistently benefit from increased model depth, hidden dimensionality, and user behavior sequence length. However, whether representation capacity scales proportionally with parameter growth remains unexplored. Prior studies on RankMixer reveal that the effective rank of token representations exhibits a damped oscillatory trajectory across layers, failing to increase consistently with depth and even degrading in deeper layers. Motivated by this observation, we propose RankUp, an architecture designed to mitigate representation collapse and enhance expressive capacity through randomized permutation splitting over sparse features, a multi-embedding paradigm, global token integration and crossed pretrained embedding tokens. RankUp has been fully deployed in large-scale production across Weixin Video Accounts, Official Accounts and Moments, yielding GMV improvements of 3.41%, 4.81% and 2.12%, respectively.

cs.IR↗

arXiv2026

TokenFormer: Unify the Multi-Field and Sequential Recommendation Worlds

Recommender systems have historically developed along two largely independent paradigms: feature interaction models for modeling correlations among multi-field categorical features, and sequential models for capturing user behavior dynamics from historical interaction sequences. Although recent trends attempt to bridge these paradigms within shared backbones, we empirically reveal that naive unifying these two branches may lead to a failure mode of Sequential Collapse Propagation (SCP). That is, the interaction with those dimensionally ill non-sequence fields leads to the dimensional collapse of the sequence features. To overcome this challenge, we propose TokenFormer, a unified recommendation architecture with the following innovations. First, we introduce a Bottom-Full-Top-Sliding (BFTS) attention scheme, which applies full self-attention in the lower layers and shrinking-window sliding attention in the upper layers. Second, we introduce a Non-Linear Interaction Representation (NLIR) that applies one-sided non-linear multiplicative transformations to the hidden states. Extensive experiments on public benchmarks and Tencent's advertising platform demonstrate state-of-the-art performance, while detailed analysis confirm that TokenFormer significantly improves dimensional robustness and representation discriminability under unified modeling.

cs.IR↗

arXiv2026

Tencent Advertising Algorithm Challenge 2025: All-Modality Generative Recommendation

Generative recommender systems are rapidly emerging as a new paradigm for recommendation, where collaborative identifiers and/or multi-modal content are mapped into discrete token spaces and user behavior is modelled with autoregressive sequence models. Despite progress on multi-modal recommendation datasets, there is still a lack of public benchmarks that jointly offer large-scale, realistic and fully all-modality data designed specifically for generative recommendation (GR) in industrial advertising. To foster research in this direction, we organised the Tencent Advertising Algorithm Challenge 2025, a global competition built on top of two all-modality datasets for GR: TencentGR-1M and TencentGR-10M. Both datasets are constructed from real de-identified Tencent Ads logs and contain rich collaborative IDs and multi-modal representations extracted with state-of-the-art embedding models. The preliminary track (TencentGR-1M) provides 1 million user sequences with up to 100 interacted items each, where each interaction is labeled with exposure and click signals, while the final track (TencentGR-10M) scales this to 10 million users and explicitly distinguishes between click and conversion events at both the sequence and target level. This paper presents the task definition, data construction process, feature schema, baseline GR model, evaluation protocol, and key findings from top-ranked and award-winning solutions. Our datasets focus on multi-modal sequence generation in an advertising setting and introduce weighted evaluation for high-value conversion events. We release our datasets at https://huggingface.co/datasets/TAAC2025 and baseline implementations at https://github.com/TencentAdvertisingAlgorithmCompetition/baseline_2025 to enable future research on all-modality generative recommendation at an industrial scale. The official website is https://algo.qq.com/2025.

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arXiv2025

From Feature Interaction to Feature Generation: A Generative Paradigm of CTR Prediction Models

Click-Through Rate (CTR) prediction, a core task in recommendation systems, aims to estimate the probability of users clicking on items. Existing models predominantly follow a discriminative paradigm, which relies heavily on explicit interactions between raw ID embeddings. However, this paradigm inherently renders them susceptible to two critical issues: embedding dimensional collapse and information redundancy, stemming from the over-reliance on feature interactions \emph{over raw ID embeddings}. To address these limitations, we propose a novel \emph{Supervised Feature Generation (SFG)} framework, \emph{shifting the paradigm from discriminative ``feature interaction" to generative ``feature generation"}. Specifically, SFG comprises two key components: an \emph{Encoder} that constructs hidden embeddings for each feature, and a \emph{Decoder} tasked with regenerating the feature embeddings of all features from these hidden representations. Unlike existing generative approaches that adopt self-supervised losses, we introduce a supervised loss to utilize the supervised signal, \ie, click or not, in the CTR prediction task. This framework exhibits strong generalizability: it can be seamlessly integrated with most existing CTR models, reformulating them under the generative paradigm. Extensive experiments demonstrate that SFG consistently mitigates embedding collapse and reduces information redundancy, while yielding substantial performance gains across various datasets and base models. The code is available at https://github.com/USTC-StarTeam/GE4Rec.

cs.IR↗

arXiv2025

Practice on Long Behavior Sequence Modeling in Tencent Advertising

Long-sequence modeling has become an indispensable frontier in recommendation systems for capturing users' long-term preferences. However, user behaviors within advertising domains are inherently sparse, posing a significant barrier to constructing long behavioral sequences using data from a single advertising domain alone. This motivates us to collect users' behaviors not only across diverse advertising scenarios, but also beyond the boundaries of the advertising domain into content domains-thereby constructing unified commercial behavior trajectories. This cross-domain or cross-scenario integration gives rise to the following challenges: (1) feature taxonomy gaps between distinct scenarios and domains, (2) inter-field interference arising from irrelevant feature field pairs, and (3) target-wise interference in temporal and semantic patterns when optimizing for different advertising targets. To address these challenges, we propose several practical approaches within the two-stage framework for long-sequence modeling. In the first (search) stage, we design a hierarchical hard search method for handling complex feature taxonomy hierarchies, alongside a decoupled embedding-based soft search to alleviate conflicts between attention mechanisms and feature representation. In the second (sequence modeling) stage, we introduce: (a) Decoupled Side Information Temporal Interest Networks (TIN) to mitigate inter-field conflicts; (b) Target-Decoupled Positional Encoding and Target-Decoupled SASRec to address target-wise interference; and (c) Stacked TIN to model high-order behavioral correlations. Deployed in production on Tencent's large-scale advertising platforms, our innovations delivered significant performance gains: an overall 4.22% GMV lift in WeChat Channels and an overall 1.96% GMV increase in WeChat Moments.

cs.IR↗

arXiv2025

Empowering Large Language Model for Sequential Recommendation via Multimodal Embeddings and Semantic IDs

Sequential recommendation (SR) aims to capture users' dynamic interests and sequential patterns based on their historical interactions. Recently, the powerful capabilities of large language models (LLMs) have driven their adoption in SR. However, we identify two critical challenges in existing LLM-based SR methods: 1) embedding collapse when incorporating pre-trained collaborative embeddings and 2) catastrophic forgetting of quantized embeddings when utilizing semantic IDs. These issues dampen the model scalability and lead to suboptimal recommendation performance. Therefore, based on LLMs like Llama3-8B-instruct, we introduce a novel SR framework named MME-SID, which integrates multimodal embeddings and quantized embeddings to mitigate embedding collapse. Additionally, we propose a Multimodal Residual Quantized Variational Autoencoder (MM-RQ-VAE) with maximum mean discrepancy as the reconstruction loss and contrastive learning for alignment, which effectively preserve intra-modal distance information and capture inter-modal correlations, respectively. To further alleviate catastrophic forgetting, we initialize the model with the trained multimodal code embeddings. Finally, we fine-tune the LLM efficiently using LoRA in a multimodal frequency-aware fusion manner. Extensive experiments on three public datasets validate the superior performance of MME-SID thanks to its capability to mitigate embedding collapse and catastrophic forgetting. The implementation code and datasets are publicly available for reproduction: https://github.com/Applied-Machine-Learning-Lab/MME-SID.

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arXiv2025

Large Foundation Model for Ads Recommendation

Online advertising relies on accurate recommendation models, with recent advances using pre-trained large-scale foundation models (LFMs) to capture users' general interests across multiple scenarios and tasks. However, existing methods have critical limitations: they extract and transfer only user representations (URs), ignoring valuable item representations (IRs) and user-item cross representations (CRs); and they simply use a UR as a feature in downstream applications, which fails to bridge upstream-downstream gaps and overlooks more transfer granularities. In this paper, we propose LFM4Ads, an All-Representation Multi-Granularity transfer framework for ads recommendation. It first comprehensively transfers URs, IRs, and CRs, i.e., all available representations in the pre-trained foundation model. To effectively utilize the CRs, it identifies the optimal extraction layer and aggregates them into transferable coarse-grained forms. Furthermore, we enhance the transferability via multi-granularity mechanisms: non-linear adapters for feature-level transfer, an Isomorphic Interaction Module for module-level transfer, and Standalone Retrieval for model-level transfer. LFM4Ads has been successfully deployed in Tencent's industrial-scale advertising platform, processing tens of billions of daily samples while maintaining terabyte-scale model parameters with billions of sparse embedding keys across approximately two thousand features. Since its production deployment in Q4 2024, LFM4Ads has achieved 10+ successful production launches across various advertising scenarios, including primary ones like Weixin Moments and Channels. These launches achieve an overall GMV lift of 2.45% across the entire platform, translating to estimated annual revenue increases in the hundreds of millions of dollars.

cs.LG↗

arXiv2024

Pre-train, Align, and Disentangle: Empowering Sequential Recommendation with Large Language Models

Sequential Recommendation (SR) aims to leverage the sequential patterns in users' historical interactions to accurately track their preferences. However, the primary reliance of existing SR methods on collaborative data results in challenges such as the cold-start problem and sub-optimal performance. Concurrently, despite the proven effectiveness of large language models (LLMs), their integration into commercial recommender systems is impeded by issues such as high inference latency, incomplete capture of all distribution statistics, and catastrophic forgetting. To address these issues, we introduce a novel Pre-train, Align, and Disentangle (PAD) framework to enhance SR models with LLMs. In particular, we initially pre-train both the SR and LLM models to obtain collaborative and textual embeddings. Subsequently, we propose a characteristic recommendation-anchored alignment loss using multi-kernel maximum mean discrepancy with Gaussian kernels. Lastly, a triple-experts architecture, comprising aligned and modality-specific experts with disentangled embeddings, is fine-tuned in a frequency-aware manner. Experimental results on three public datasets validate the efficacy of PAD, indicating substantial enhancements and compatibility with various SR backbone models, particularly for cold items. The code and datasets are accessible for reproduction at https://github.com/Applied-Machine-Learning-Lab/PAD.

cs.IR↗

arXiv2024

Towards Unifying Feature Interaction Models for Click-Through Rate Prediction

Modeling feature interactions plays a crucial role in accurately predicting click-through rates (CTR) in advertising systems. To capture the intricate patterns of interaction, many existing models employ matrix-factorization techniques to represent features as lower-dimensional embedding vectors, enabling the modeling of interactions as products between these embeddings. In this paper, we propose a general framework called IPA to systematically unify these models. Our framework comprises three key components: the Interaction Function, which facilitates feature interaction; the Layer Pooling, which constructs higher-level interaction layers; and the Layer Aggregator, which combines the outputs of all layers to serve as input for the subsequent classifier. We demonstrate that most existing models can be categorized within our framework by making specific choices for these three components. Through extensive experiments and a dimensional collapse analysis, we evaluate the performance of these choices. Furthermore, by leveraging the most powerful components within our framework, we introduce a novel model that achieves competitive results compared to state-of-the-art CTR models. PFL gets significant GMV lift during online A/B test in Tencent's advertising platform and has been deployed as the production model in several primary scenarios.

cs.IR↗

arXiv2024

Towards Scalable Semantic Representation for Recommendation

With recent advances in large language models (LLMs), there has been emerging numbers of research in developing Semantic IDs based on LLMs to enhance the performance of recommendation systems. However, the dimension of these embeddings needs to match that of the ID embedding in recommendation, which is usually much smaller than the original length. Such dimension compression results in inevitable losses in discriminability and dimension robustness of the LLM embeddings, which motivates us to scale up the semantic representation. In this paper, we propose Mixture-of-Codes, which first constructs multiple independent codebooks for LLM representation in the indexing stage, and then utilizes the Semantic Representation along with a fusion module for the downstream recommendation stage. Extensive analysis and experiments demonstrate that our method achieves superior discriminability and dimension robustness scalability, leading to the best scale-up performance in recommendations.

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arXiv2024

Long-Sequence Recommendation Models Need Decoupled Embeddings

Lifelong user behavior sequences are crucial for capturing user interests and predicting user responses in modern recommendation systems. A two-stage paradigm is typically adopted to handle these long sequences: a subset of relevant behaviors is first searched from the original long sequences via an attention mechanism in the first stage and then aggregated with the target item to construct a discriminative representation for prediction in the second stage. In this work, we identify and characterize, for the first time, a neglected deficiency in existing long-sequence recommendation models: a single set of embeddings struggles with learning both attention and representation, leading to interference between these two processes. Initial attempts to address this issue with some common methods (e.g., linear projections -- a technique borrowed from language processing) proved ineffective, shedding light on the unique challenges of recommendation models. To overcome this, we propose the Decoupled Attention and Representation Embeddings (DARE) model, where two distinct embedding tables are initialized and learned separately to fully decouple attention and representation. Extensive experiments and analysis demonstrate that DARE provides more accurate searches of correlated behaviors and outperforms baselines with AUC gains up to 0.9% on public datasets and notable improvements on Tencent's advertising platform. Furthermore, decoupling embedding spaces allows us to reduce the attention embedding dimension and accelerate the search procedure by 50% without significant performance impact, enabling more efficient, high-performance online serving. Code in PyTorch for experiments, including model analysis, is available at https://github.com/thuml/DARE.

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arXiv2024

Crocodile: Cross Experts Covariance for Disentangled Learning in Multi-Domain Recommendation

Multi-domain learning (MDL) has become a prominent topic in enhancing the quality of personalized services. It's critical to learn commonalities between domains and preserve the distinct characteristics of each domain. However, this leads to a challenging dilemma in MDL. On the one hand, a model needs to leverage domain-aware modules such as experts or embeddings to preserve each domain's distinctiveness. On the other hand, real-world datasets often exhibit long-tailed distributions across domains, where some domains may lack sufficient samples to effectively train their specific modules. Unfortunately, nearly all existing work falls short of resolving this dilemma. To this end, we propose a novel Cross-experts Covariance Loss for Disentangled Learning model (Crocodile), which employs multiple embedding tables to make the model domain-aware at the embeddings which consist most parameters in the model, and a covariance loss upon these embeddings to disentangle them, enabling the model to capture diverse user interests among domains. Empirical analysis demonstrates that our method successfully addresses both challenges and outperforms all state-of-the-art methods on public datasets. During online A/B testing in Tencent's advertising platform, Crocodile achieves 0.72% CTR lift and 0.73% GMV lift on a primary advertising scenario.

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