arXiv subjects

Wenzheng Shu

Publications and source records attributed to Wenzheng Shu.

8 recordsLinked to original sources

arXiv2026

Generative Optimization for Incentivized Advertising with Global Level Constraints

Incentivized advertising allocates monetary or virtual rewards to drive user engagement, where a key challenge is optimizing continuous incentive magnitudes under strict global constraints. This problem is complicated by high-frequency interactions, delayed feedback, and non-Markovian user dynamics such as fatigue, which limit the effectiveness of existing uplift modeling and constrained reinforcement learning approaches. To address these challenges, we propose GOAL, a constraint-aware generative framework that formulates incentive allocation as a conditional sequence generation problem. GOAL directly generates incentive magnitudes conditioned on user histories and system-level global pressure, and integrates a hierarchical causal state encoder to capture both local behavioral dynamics and long-range dependencies. To enable flexible constraint control, we introduce \textbf{S}afe \textbf{C}onstrained \textbf{P}olicy \textbf{O}ptimization (SCPO), which learns a single generative policy that generalizes across a spectrum of ROI constraints without retraining. Experiments on large-scale real-world data and a synthetic fatigue-aware environment show that GOAL improves long-term revenue and user retention while substantially reducing ROI violation rates compared to strong baselines.

cs.LG↗

arXiv2026

HOBA: Hierarchical On-Policy Bidding Agents for Adaptive Online Advertising

Online advertising bidding systems typically deploy multiple offline-trained expert models (e.g., PID controllers, model predictive control, offline RL policies) but face two critical limitations: lack of online adaptability to non-stationary auction markets, and reliance on costly manual tuning of hyperparameters such as bid bounds and budget pacing constraints. We propose HOBA (Hierarchical On-policy Bidding Agents), a hierarchical reinforcement learning framework that decouples strategic reasoning, model selection, and bid execution across three time scales. At the high level, a large language model infers hyperparameters from contextual signals through a Think-Act-Observe-Reflect loop with historical experience retrieval. At the mid level, a SARSA agent dynamically selects among expert models, incorporating causal adjustment to eliminate selection bias. At the low level, a dynamic expert pool (PID, MPC, IQL, Decision Transformer) executes bids under high-level constraints. This design confines online learning to discrete expert selection rather than continuous bid optimization, significantly reducing exploration risk while maintaining adaptability. Experiments on the AuctionNet benchmark and a large-scale A/B test demonstrate consistent improvements over state-of-the-art baselines. In a large-scale online deployment, HOBA delivered substantial business value, achieving a +3.6\% increase in target cost, proving the effectiveness of our hierarchical multi-agent bidding paradigm.

cs.AI↗

arXiv2026

R&F-Inventory: A Large-Scale Dataset for Monotonic Inventory Estimation in Reach and Frequency Advertising

Reach and Frequency (R&F) contract advertising is an important form of widely used brand advertising. Unlike performance advertising, R&F contracts emphasize controllable delivery of UV and PV under given targeting, scheduling, and frequency control constraints. In practical systems, advertisers typically need to view the UV, PV change curves at different budget levels in real time when creating an R&F contract. However, most existing publicly available advertising datasets are based on independent samples, lacking a characterization of the core structure of the "budget-performance curve" (including UV and PV) in R&F contracts.This paper proposes and releases a large-scale R&F contract inventory estimation dataset. This dataset uses the R&F contract context consisting of "targeting-scheduling-frequency control" as the basic context, providing observations of UV and PV corresponding to multiple budget points within the same context, thus forming a complete budget-performance curve. The dataset explicitly includes a time-window-based frequency control mechanism (e.g.,"no more than 3 times within 5 days") and naturally satisfies the monotonicity and diminishing marginal returns characteristics in the budget and scheduling dimensions. We further derive the theoretical maximum exposure ceiling and use it as a consistency check to evaluate data quality and the feasibility of model predictions. Using this data set, this paper defines two standardized benchmark tasks: single-point performance prediction and reconstruction of budget-performance curves, and provides a set of reproducible baseline methods and evaluation protocols. This dataset can support systematic research on problems such as structural constraint learning, monotonic regression, curve consistency modeling, and R&F contract planning.The code for our experiments can be found at https://github.com/pengyunshan/RF-Inventory.

cs.LG↗

arXiv2026

Shedding the Facades, Connecting the Domains: Detecting Shifting Multimodal Hate Video with Test-Time Adaptation

Hate Video Detection (HVD) is crucial for online ecosystems. Existing methods assume identical distributions between training (source) and inference (target) data. However, hateful content often evolves into irregular and ambiguous forms to evade censorship, resulting in substantial semantic drift and rendering previously trained models ineffective. Test-Time Adaptation (TTA) offers a solution by adapting models during inference to narrow the cross-domain gap, while conventional TTA methods target mild distribution shifts and struggle with the severe semantic drift in HVD. To tackle these challenges, we propose SCANNER, the first TTA framework tailored for HVD. Motivated by the insight that, despite the evolving nature of hateful manifestations, their underlying cores remain largely invariant (i.e., targeting is still based on characteristics like gender, race, etc), we leverage these stable cores as a bridge to connect the source and target domains. Specifically, SCANNER initially reveals the stable cores from the ambiguous layout in evolving hateful content via a principled centroid-guided alignment mechanism. To alleviate the impact of outlier-like samples that are weakly correlated with centroids during the alignment process, SCANNER enhances the prior by incorporating a sample-level adaptive centroid alignment strategy, promoting more stable adaptation. Furthermore, to mitigate semantic collapse from overly uniform outputs within clusters, SCANNER introduces an intra-cluster diversity regularization that encourages the cluster-wise semantic richness. Experiments show that SCANNER outperforms all baselines, with an average gain of 4.69% in Macro-F1 over the best.

cs.CV↗

arXiv2026

Aggregate and Broadcast: Scalable and Efficient Feature Interaction for Recommender Systems

Feature interaction is a core ingredient in ranking models for large-scale recommender systems, yet making it both expressive and efficiently scalable remains challenging. Exhaustive pairwise interaction is powerful but incurs quadratic complexity in the number of tokens/features, while many efficient alternatives rely on restrictive structures that limit information exchange. We further identify two common bottlenecks in practice: (1) early aggregation of behavior sequences compresses fine-grained signals, making it difficult for deeper layers to reuse item-level details; and (2) late fusion injects task signals only at the end, preventing task objectives from directly guiding the interaction process. To address these issues, we propose the Information Flow Network (INFNet), a lightweight architecture that enables scalable, task-aware feature interaction with linear complexity. INFNet represents categorical features, behavior sequences, and task identifiers as tokens, and introduces a small set of hub tokens for each group to serve as communication hubs. Interaction is realized through an efficient aggregate-and-broadcast information flow: hub tokens aggregate global context across groups via cross-attention, and a lightweight gated broadcast unit injects the refined context back to update the categorical, sequence, and task tokens. This design supports width-preserving stacking that preserves item-level signals in sequence and enables task-guided interaction throughout the network, while reducing interaction cost from quadratic to linear in the number of feature tokens. Experiments on a public benchmark and a large-scale industrial dataset demonstrate that INFNet consistently outperforms strong baselines and exhibits strong scaling behavior. In a commercial online advertising system, deploying INFNet improves revenue by +1.587% and click-through rate by +1.155%.

cs.IR↗

arXiv2025

Expert-Guided Diffusion Planner for Auto-Bidding

Auto-bidding is widely used in advertising systems, serving a diverse range of advertisers. Generative bidding is increasingly gaining traction due to its strong planning capabilities and generalizability. Unlike traditional reinforcement learning-based bidding, generative bidding does not depend on the Markov Decision Process (MDP), thereby exhibiting superior planning performance in long-horizon scenarios. Conditional diffusion modeling approaches have shown significant promise in the field of auto-bidding. However, relying solely on return as the optimality criterion is insufficient to guarantee the generation of truly optimal decision sequences, as it lacks personalized structural information. Moreover, the auto-regressive generation mechanism of diffusion models inherently introduces timeliness risks. To address these challenges, we introduce a novel conditional diffusion modeling approach that integrates expert trajectory guidance with a skip-step sampling strategy to improve generation efficiency. The efficacy of this method has been demonstrated through comprehensive offline experiments and further substantiated by statistically significant outcomes in online A/B testing, yielding an 11.29% increase in conversions and a 12.36% growth in revenue relative to the baseline.

cs.LG↗

arXiv2025

Analyzing and Mitigating Repetitions in Trip Recommendation

Trip recommendation has emerged as a highly sought-after service over the past decade. Although current studies significantly understand human intention consistency, they struggle with undesired repetitive outcomes that need resolution. We make two pivotal discoveries using statistical analyses and experimental designs: (1) The occurrence of repetitions is intricately linked to the models and decoding strategies. (2) During training and decoding, adding perturbations to logits can reduce repetition. Motivated by these observations, we introduce AR-Trip (Anti Repetition for Trip Recommendation), which incorporates a cycle-aware predictor comprising three mechanisms to avoid duplicate Points-of-Interest (POIs) and demonstrates their effectiveness in alleviating repetition. Experiments on four public datasets illustrate that AR-Trip successfully mitigates repetition issues while enhancing precision.

cs.IR↗

arXiv2025

Reward Balancing Revisited: Enhancing Offline Reinforcement Learning for Recommender Systems

Offline reinforcement learning (RL) has emerged as a prevalent and effective methodology for real-world recommender systems, enabling learning policies from historical data and capturing user preferences. In offline RL, reward shaping encounters significant challenges, with past efforts to incorporate prior strategies for uncertainty to improve world models or penalize underexplored state-action pairs. Despite these efforts, a critical gap remains: the simultaneous balancing of intrinsic biases in world models and the diversity of policy recommendations. To address this limitation, we present an innovative offline RL framework termed Reallocated Reward for Recommender Systems (R3S). By integrating inherent model uncertainty to tackle the intrinsic fluctuations in reward predictions, we boost diversity for decision-making to align with a more interactive paradigm, incorporating extra penalizers with decay that deter actions leading to diminished state variety at both local and global scales. The experimental results demonstrate that R3S improves the accuracy of world models and efficiently harmonizes the heterogeneous preferences of the users.

cs.IR↗