{"ID":2872469,"CreatedAt":"2026-06-01T04:54:23.091178241Z","UpdatedAt":"2026-06-01T04:54:23.091178241Z","DeletedAt":null,"paper_url":"https://arxiv.org/abs/2510.21714","arxiv_id":"2510.21714","title":"Practice on Long Behavior Sequence Modeling in Tencent Advertising","abstract":"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.","short_abstract":"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 a...","url_abs":"https://arxiv.org/abs/2510.21714","url_pdf":"https://arxiv.org/pdf/2510.21714v1","authors":"[\"Xian Hu\",\"Ming Yue\",\"Zhixiang Feng\",\"Junwei Pan\",\"Junjie Zhai\",\"Ximei Wang\",\"Xinrui Miao\",\"Qian Li\",\"Xun Liu\",\"Shangyu Zhang\",\"Letian Wang\",\"Hua Lu\",\"Zijian Zeng\",\"Chen Cai\",\"Wei Wang\",\"Fei Xiong\",\"Pengfei Xiong\",\"Jintao Zhang\",\"Zhiyuan Wu\",\"Chunhui Zhang\",\"Anan Liu\",\"Jiulong You\",\"Chao Deng\",\"Yuekui Yang\",\"Shudong Huang\",\"Dapeng Liu\",\"Haijie Gu\"]","published":"2025-09-10T06:55:57Z","proceeding":"cs.IR","tasks":"[\"cs.IR\"]","methods":"[]","has_code":false}