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From Scaling to Structured Expressivity: Rethinking Transformers for CTR Prediction
arXiv:2511.12081v2 Announce Type: replace Abstract: Despite massive investments in scale, deep models for click-through rate (CTR) prediction often exhibit rapidly diminishing returns -- a stark contrast to the {predictable scaling laws} seen in large language models (LLMs). We identify the root cause as a {fundamental} \textit{structural misalignment}: {standard} Transformers assume sequential compositionality, whereas CTR data demand combinatorial reasoning over {heterogeneous} fields. To...
Jointly Optimizing Debiased CTR and Uplift for Coupons Marketing: A Unified Causal Framework
arXiv:2602.12972v2 Announce Type: replace Abstract: 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.
CTR-Sink: Attention Sink for Language Models in Click-Through Rate Prediction
arXiv:2508.03668v2 Announce Type: replace Abstract: Click-Through Rate (CTR) prediction, a core task in recommendation systems, estimates user click likelihood using historical behavioral data. Modeling user behavior sequences as text to leverage Language Models (LMs) for this task has gained traction, owing to LMs' strong semantic understanding and contextual modeling capabilities. However, a critical structural gap exists: user behavior sequences consist of discrete actions connected by...
DeRes: Decoupling Residual Stability and Adaptivity for Scalable CTR Prediction
arXiv:2606.07980v1 Announce Type: new Abstract: Transformer-based CTR models face a growing bottleneck at the residual connection: under Pre-Norm, early user-interest signals are diluted layer by layer; the identity skip cannot forget stale interests; and each layer sees only its immediate predecessor, losing long-range cross-layer dependencies. Recent attention-based residual variants (AttnRes) address parts of this in language models, but drop the protective identity skip and have not been...
CTR-Sink: Attention Sink for Language Models in Click-Through Rate Prediction
Announce Type: replace Abstract: Click-Through Rate (CTR) prediction, a core task in recommendation systems, estimates user click likelihood using historical behavioral data. Modeling user behavior sequences as text to leverage Language Models (LMs) for this task has gained traction, owing to LMs' strong semantic understanding and contextual modeling capabilities. However, a critical structural gap exists: user behavior sequences consist of discrete actions connected by semantically empty...
Dual-Stream MLP is All You Need for CTR Prediction
arXiv:2606.04944v1 Announce Type: new Abstract: Click-through rate (CTR) prediction holds a pivotal role in online advertising and recommendation systems, where even small improvements can significantly boost revenue. Existing research primarily focuses on designing dual-stream architectures to capture effective complex feature interactions from both explicit and implicit perspectives. However, these approaches are faced with two major challenges: 1) the high complexity of feature...
QueryAgent-R1: Bridging Query Generation and Product Retrieval for E-Commerce Query Recommendation
arXiv:2606.05671v1 Announce Type: new Abstract: Query recommendation in e-commerce search aims to proactively suggest queries that match users' potential interests. However, existing methods mainly optimize query-level relevance, while neglecting whether the retrieved products align with users' downstream preferences. This mismatch often leads to high query click through rates (CTR) but low product conversion rates (CVR).
Quantizing Intent: Cross-Domain Semantic IDs from Organic Activity for Industrial Ranking
arXiv:2606.01396v1 Announce Type: new Abstract: Ads click-through rate (CTR) prediction is constrained by sparse user supervision: most users engage with ads infrequently while generating dense behavioral evidence in organic surfaces such as feed. Transferring these cross-domain signals into ads ranking is difficult due to domain mismatch, serving cost, and production complexity. We introduce cross-domain user Semantic IDs (SIDs) derived from organic feed activity and show that behavioral...
Rethinking Sales Lead Scoring with LLM-based Hierarchical Preference Ranking
arXiv:2606.04387v1 Announce Type: new Abstract: Sales lead conversion in high-stakes domains (e.g., automotive, real estate) differs fundamentally from e-commerce recommendation due to prolonged decision cycles and multi-stage funnels. Traditional lead scoring methods rule-based scorecards, machine learning, or pointwise CTR models face severe challenges: sparse supervision, a semantic gap in unstructured CRM logs, and inability to capture relative lead priority.
The Efficiency vs. Accuracy Trade-off: Optimizing RAG-Enhanced LLM Recommender Systems Using Multi-Head Early Exit
arXiv:2501.02173v2 Announce Type: replace Abstract: The deployment of Large Language Models (LLMs) in recommender systems for predicting Click-Through Rates (CTR) necessitates a delicate balance between computational efficiency and predictive accuracy. This paper presents an optimization framework that combines Retrieval-Augmented Generation (RAG) with an innovative multi-head early exit architecture to concurrently enhance both aspects. By integrating Graph Convolutional Networks (GCNs) as...