How Much Fresh Data Should CTR Recalibration Use? A Temporal Evaluation of Post-hoc Calibration

Scaling test-time compute has proven highly effective for language models, yet this opportunity remains largely unexplored for industrial Click-Through Rate (CTR) prediction. CTR models suffer from a fundamental asymmetry: feature combinations well-represented in training yield confident predictions, while sparsely observed ones produce unreliable outputs. Existing training-phase solutions such as adaptive gating learn a fixed selection function subject to the same sparsity, offering no per-instance recourse at deployment.We propose UTTSI (Uncertainty-Triggered Test-Time Selective Inference), a training-free model-agnostic framework that scales inference depth proportionally to per-instance uncertainty. A dual-signal estimator combining model logit confidence with a data-level frequency prior distinguishes epistemic uncertainty from aleatoric ambiguity. Every instance undergoes adaptive feature filtering to remove unreliable embeddings; uncertain instances additionally receive stochastic feature-path explorations whose predictions are aggregated via consistency-weighted ensembling. Confident instances bypass exploration entirely, keeping average overhead at approximately $2.8\times$ base model cost with worst-case latency unchanged.Experiments on four datasets with three backbone architectures demonstrate consistent, statistically significant gains over all training-phase baselines. A seven-day online A/B test further confirms a 5.3% relative CTR gain ($p < 0.01$), establishing selective test-time compute allocation as a practical complement to training-phase advances for CTR prediction.

Reliable probability estimates are critical in many machine learning applications, yet modern classifiers are often poorly calibrated. Post-hoc calibration provides a simple and widely used solution, but the large number of proposed methods, combined with small-scale and inconsistent evaluations, makes it difficult to determine which approaches are truly effective in practice. We introduce a large-scale, standardized benchmark for post-hoc calibration, covering nearly 2000 experiments across tabular and computer vision tasks, including binary, multiclass, and large-scale classification settings. Our benchmark aggregates predictions from a diverse set of classical models, modern deep learning architectures, and foundation models, and provides unified, reproducible implementations of dozens of calibration methods within a common evaluation framework. We argue that Post-Hoc Improvement (PHI) in proper scoring rules offers a principled alternative to traditional calibration error estimators for comparing post-hoc methods, capturing both calibration quality and potential degradation to the model's predictive performance. Using this framework, we conduct the most comprehensive empirical study of post-hoc calibration to date. Our results reveal consistent patterns across domains: smooth calibration functions outperform binning-based approaches, dedicated multiclass methods are essential in high-dimensional settings, and generic machine learning models are not competitive without calibration-specific design. To facilitate future research, we release all data, code, and evaluation tools, providing a plug-and-play benchmark for developing and comparing calibration methods.

Click-Through Rate prediction, a core task in recommendation and advertising systems, relies on modeling interactions among sparse categorical features. Explicit cross networks are a central paradigm for CTR prediction, and recent progress has largely come from increasing the interaction capacity of a single predictor through deeper cross networks and more expressive cross operators. We revisit whether continually increasing interaction capacity remains the most effective way to improve predictive performance, and find that its benefits quickly exhibit diminishing returns even as capacity continues to grow. This motivates a complementary scaling direction that we call estimator scaling, where additional resources are used to incorporate multiple related estimators rather than only enlarging a single predictor. Through theoretical analysis, we show that the gains from estimator scaling are governed by the amount of non-shared predictive variation available across estimators. However, exploiting this variation naively can be expensive: independently trained models provide substantial estimator diversity but require deployment cost to grow with ensemble size. This motivates a parameter-efficient realization of estimator scaling that can incorporate diversity from multiple estimator sources without maintaining multiple full models. Building on this view, we introduce RECursive Averaged Predictor (RECAP), a parameter-efficient recursive CTR model that operationalizes estimator scaling at three levels: distillation across independently trained models, exponential moving averaging over training trajectories, and aggregation over inference-time routes within a weight-shared recursive backbone. Experiments across multiple benchmarks establish new state-of-the-art predictive performance on standard benchmarks, while placing the RECAP on a favorable performance-parameter Pareto frontier.