MERIT: Mitigating Exposure Bias in Generative XMC for User-Interest Propensity Modeling

Modeling long-term user interests with massive historical user behaviors enhances click-through rate (CTR) prediction performance in advertising and recommendation systems. Typically, a two-stage framework is widely adopted, where a general search unit (GSU) first retrieves top-$k$ relevant behaviors towards the target item, and an exact search unit (ESU) generates interest features via tailored attention. However, current target-centered GSU would ignore other latent user interests, leading to incomplete and biased interest features. Additionally, the matching-based retrieval process in GSUs depends on the pairwise similarity score between target item and each historical behavior, which not only becomes time-consuming for online services as user behaviors continue to grow, but also overlooks the interaction information among user behaviors. To combat these problems, we propose a Generative Long-term user Interest model named GenLI for CTR prediction. GenLI consists of an interest generation module (IGM), a behavior retrieval module (BRM), and an interest fusion module (IFM). The IGM generates multiple interest distributions to indicate different aspects of real-time user interests, which is target-independent and incorporates interaction information among behaviors, ensuring complete and diverse interest features. The BRM selects related behaviors via a simple lookup operation, reducing the time complexity for weighting each behavior to $O(1)$. Finally, the IFM uses delicate gating mechanisms to generate interest features. Based on the generation process, GenLI improves the diversity of user interests and avoids complex matching-based behavioral retrieval, achieving a better balance between accuracy and efficiency for CTR prediction.

We introduce GISTBench, a benchmark for evaluating Large Language Models' (LLMs) ability to understand users from their interaction histories in recommendation systems. Unlike traditional RecSys benchmarks that focus on item prediction accuracy, our benchmark evaluates how well LLMs can extract and verify user interests from engagement data. We propose two novel metric families: Interest Groundedness (IG), decomposed into precision and recall components to separately penalize hallucinated interest categories and reward coverage, and Interest Specificity (IS), which assesses the distinctiveness of verified LLM-predicted user profiles. We release a synthetic dataset constructed on real user interactions on a global short-form video platform. Our dataset contains both implicit and explicit engagement signals and rich textual descriptions. We validate our dataset fidelity against user surveys, and evaluate eight open-weight LLMs spanning 7B to 235B parameters, together with three proprietary frontier models (GPT-5, Claude 4.6, and Gemini 3.5 Flash). Our findings reveal performance bottlenecks in current LLMs, particularly their limited ability to accurately count and attribute engagement signals across heterogeneous interaction types.

Personalizing large language models (LLMs) has become a central challenge as LLMs are deployed across recommendation, search, dialogue, and content generation -- settings where the same query should yield different answers given different users. A promising route is to summarize each user's interaction history into a natural-language memory or profile and prepend it to the prompt to facilitate personalization. Existing methods learn such profile generators with explicit rewards derived from labeled downstream tasks, which are expensive and sparse as they require annotated supervision for every target task. In light of this challenge, we introduce Bidirectional User Modeling via Profiles (BUMP), a self-supervised framework that trains a profile generator without any downstream labels. Specifically, given a user's interaction history, we use GRPO to train an LLM to emit a free-form textual profile under a bidirectional in-batch ranking objective: a small LLM judge measures (i) how well the generated profile, used as a query, ranks the user's own held-out interactions above interactions from other users in the batch, and (ii) how well a held-out interaction, used as a query, ranks the user's own profile above profiles of other users. Both directions are scored with multi-positive NDCG and combined into a dense reward per rollout; other users in the batch supply free negatives, so every training example yields supervision from raw interaction logs alone. Evaluated on the LaMP benchmark, BUMP matches or outperforms closed-source APIs and prior methods relying on labeled rewards, while requiring no task label at training.