From Language to Behavior: Scaling Sequence Transformers for Industrial Recommendation Ranking with Rec-Native Designs

Modeling long-term user behavior is central to sequential recommendation and billion-scale industrial recommender systems, yet production ranking models operate under strict latency, memory, communication, and training-throughput constraints. At the 100K scale, the challenge extends beyond attention complexity: raw sequence features must be stored, transferred, and repeatedly processed during training and online serving. Existing approaches based on history truncation, multi-stage behavior retrieval, compressed lifelong histories, or train-short/infer-long extrapolation either weaken end-to-end optimization or retain substantial length-dependent cost. We present SequenceO1, an end-to-end framework for ultra-long user behavior sequence modeling, deployed at full traffic on Douyin with histories of up to 100K interactions. SequenceO1 follows a compress-then-reason design. Its Sketch Attention (SA) uses learnable prototypes and prototype-wise normalization to compress the raw history into a fixed-size, target-agnostic user representation. Target-conditioned Stacked Target-to-History Cross Attention (STCA) then models complementary time scales: a recent 10K suffix for short-term interests and the compact sketch for long-term preferences. To make training and inference practical, SequenceO1 combines low-rank user representation caching, multi-request user-level batching, pipeline lift, and a fused FlashSA kernel to amortize feature storage, communication, and computation across targets, training instances, and consecutive requests. Production experiments show consistent offline and online gains, while the compact cached sketch retains most of the benefit of directly scaling end-to-end sequence ranking to 100K. These results provide a practical model-system approach to efficient attention, sequence compression, and scalable long-sequence and long-context recommendation systems.

We identify a critical pitfall in scaling transformer-based sequential recommenders: while increasing model size improves recommendation accuracy, it simultaneously amplifies popularity bias. This bias drives systems to over-recommend popular items at the expense of niche ones, which not only undermines fairness but also degrades the broader ecosystem by reinforcing the Matthew effect and filter bubbles. Consequently, this bias amplification emerges as a fundamental obstacle to sustainable model scaling. Through comprehensive theoretical and empirical analyses, we uncover the root cause of this amplification. Our findings reveal that as model depth increases, the two core components of the transformer architecture, i.e., attention aggregation and feed-forward projections, synergistically induce severe spectral collapse in model predictions, which directly translates to the amplification of popularity bias. To address this challenge, we propose SPRINT (Scalable Popularity Regularization IN Transformers), which mitigates spectral collapse during scaling by constraining (i) the maximum column-sums of the attention score matrices and (ii) the spectral norms of the feed-forward parameters. Extensive experiments demonstrate that SPRINT significantly improves both accuracy and long-tail fairness. Crucially, it yields more favorable scaling behaviors when expanding model sizes from 0.05M to 0.34B parameters. The code is available at https://github.com/Tiny-Snow/GenRec.

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