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Search advertising connects user intent with commercial content and plays a critical role in platform monetization. Recent systems typically align pretrained generative models with a single business reward, such as eCPM, or use naive reward fusion for preliminary multi-objective alignment. However, an ideal search advertising system must jointly account for heterogeneous objectives, including relevance, click propensity, and commercial value, to balance user experience and business value while mitigating globally suboptimal performance caused by gradient competition. We propose UniPolicy, an objective-aware multi-policy alignment framework. UniPolicy combines objective-specific prefix tokens, sparse MoE-LoRA routing, and objective-specific residual FFNs to hierarchically decouple parameters within a shared backbone, providing differentiated parameter and policy-expression spaces for different business objectives. It further constructs pairwise preferences from multi-stage behavioral feedback, supplementing the relative preference information in exposed-but-unclicked samples and strengthening the relative advantage of clicked candidates in the generation distribution. At inference, UniPolicy supports parallel, business-customizable multi-policy beam search, flexibly allocating candidate quotas across objectives under a fixed retrieval budget. Large-scale offline experiments show that UniPolicy delivers balanced improvements across multiple metrics while preserving retrieval quality, outperforming single-objective reinforcement learning and naive reward-fusion baselines. In a 7-day online A/B test on a real search advertising system, UniPolicy improves CTR by 0.71%, RPS by 1.58%, and advertising revenue by 1.32%, while maintaining stable serving latency.

Personalized marketing can increase customer engagement, satisfaction, and conversion. While existing personalization approaches have become effective at matching the right product to the right customer, the visual representation of advertisements remains generic and only weakly tailored to the individual. Prior research shows that generative artificial intelligence can improve the creation of personalized advertisements, particularly for text, and that image generation models can support scalable advertisement production. However, little research has examined how detailed customer information can be systematically translated into fully AI-generated, personalized advertising imagery at scale on a technical level. To address this gap, we propose AdMan, a multi-agent pipeline that transforms customer data into personas, generates personalized advertisement images conditioned on product reference images, and applies an LLM-based judge agent for automated quality control. We implement the pipeline with two different model configurations and evaluate it across four products, using six celebrity personas for qualitative inspection, and 100 real customer profiles, producing 1745 advertisements. The evaluation combines a qualitative expert focus group and a quantitative artifact-rate assessment. The results show that the pipeline can generate photorealistic and personalized advertisements. At the same time, performance varies substantially by product complexity and model configuration. Our findings extend the literature on AI-based personalized advertising by demonstrating the feasibility and current limitations of fully automated image generation for advertising.

Personalized marketing traditionally matches static products to customers, while dynamic creative optimization focuses mainly on AI-driven text personalization or basic product image modifications. We address this gap by developing and implementing an AI-based framework that generates personalized advertising imagery directly from customer data. We evaluate this framework in a two-stage within-subject study with N=100 participants across four products and three levels of personalization, varied by the amount and specificity of customer data used. Participants rated each image on attitude toward the advertisement, attitude toward the product, and purchase intention. Results show that participants perceive differences across personalization levels and evaluate AI-generated advertising imagery most positively at a moderate level of personalization. High personalization increases perceived personalization, which is positively associated with all three outcome measures, but also increases perceived creepiness, which is negatively associated with the outcomes and dominates the total effect.

Recent advances in generative AI have substantially accelerated the creation of high-quality ad creatives, dramatically expanding the number of candidate variants per campaign. This shift increases the need for scalable dynamic creative optimization (DCO) systems that can match creatives to the most relevant audiences under stringent latency and cost constraints. We present PinDCO, a production DCO system for ad creative retrieval and selection on Pinterest, a billion-scale visual discovery platform. PinDCO is built around a Creative Component Fusion Network (CCFN) that performs dynamic creative scoring by modeling each creative component (e.g., image, title, layout) with a dedicated tower, using component-specific hyperparameters to account for differing modeling complexity. The component representations are fused to predict a creative-level score conditioned on the ad-level prediction, and we improve training data quality via an exploration-exploitation strategy. To account for Pinterest's waterfall grid layout, where a creative's rendered size affects nearby content and session-level engagement, we introduce a Pixel-aware Adjustment Module(PAM) that adjusts scores based on creative size to encourage efficient screen real-estate utilization and better whole-page outcomes. To support the large volume of creative candidates, we further employ a lightweight pre-selection model for early pruning, and optimize serving efficiency through caching and dynamic batching. Extensive offline analyses and online A/B experiments demonstrate the effectiveness of PinDCO, yielding a +3.09% lift in ad Click-Through Rate(CTR) with positive whole-page metrics. With the strong performance, we launched PinDCO in the Pinterest Ads platform.

Advertising video generation is not only a video synthesis task, but also a product-conditioned reasoning problem whose success is measured by online business metrics. Recent video foundation models can generate realistic clips from multimodal conditions, yet they do not optimize how a product should be transformed into an effective advertisement or how future generation should be improved from online business feedback. To close this loop, we propose AgenticGen, a reward-guided agentic framework that decomposes advertising video generation into two trainable reasoning stages, strategy selection and draft generation, thereby exposing optimization targets that online business feedback can supervise. AgenticGen learns a performance-based reward from accumulated online feedback and a complementary rubric-based reward aligned with human quality standards, then uses them to supervise policy optimization. DPO first moves the agentic policies toward online preferences, and GRPO further refines both stages with process and outcome rewards. Offline experiments validate the reward models and successive policy optimization. Online A/B experiments in the TikTok advertising system show that AgenticGen after DPO and GRPO improves CTR by 2.72%, CVR by 2.63%, and Advv by 9.61% over the SFT baseline.

Modern industrial ads ranking stacks are increasingly bottlenecked not by model capacity or training compute, but by the throughput of human ML iteration - the cycles of research, implementation, training, debugging, evaluation, and launch required to surface a single statistically significant improvement. A typical ranking stack contains numerous differentiated models with heterogeneous data, architectures, and infrastructure constraints, and each cycle takes days to weeks of senior engineer attention per model. As a result, techniques that have proven effective on one model diffuse into others slowly and unevenly, leaving substantial recoverable signal unexplored. We present Agentic ML Exploration (A-MLE), an autonomous LLM-agent system that systematically explores ML techniques across a portfolio of ads ranking models. A-MLE decomposes ML iteration into five stages involving hypothesis generation, exploration strategy, experiment execution, result analysis and shared knowledge substrate which are orchestrated by a single agent that invokes domain-specific skills and agentic workflows against a sandboxed execution layer, with human-in-the-loop checkpoints at each stage boundary. We deploy A-MLE across a representative set of large-scale ads ranking models and evaluate it along a tiered capability framework (tool availability, autonomous workflow execution, and open-ended exploration). We further report a controlled cross-LLM study using a fixed agent loop, which surfaces qualitative differences in execution reliability and exploration aggressiveness across the Claude Sonnet, Gemini, and GPT families. We discuss failure modes and the design choices that govern reliability. Our findings suggest that agentic exploration is a practical force multiplier for ML engineers in industrial recommenders, especially for the long tail of models that rarely receive expert attention.

Not all clicks are equal. Industrial ads ranking decouples conversion probability into click-through rate (CTR) and post-click conversion rate (CVR), yet treats every click as the same event. In reality, users provide a free, self-generated signal of intent through their physical UI interactions. Different click types on the same ad exhibit a 4-fold difference in actual conversion rates. By conflating these signals, the standard CVR model under-predicts high-intent clicks and over-predicts low-intent ones, which is a bias masked by near-perfect aggregate calibration. We propose MARCO (Multi-intent Ads Ranking Composition Optimization), a framework that resolves this bias by decomposing each click by intent. Using the logged click type as a free behavioral label, MARCO trains per-intent CVR heads on homogeneous populations, and at serving time composes their per-intent CVR estimates under a predicted distribution over intents. Theoretically, we prove that decomposition never raises population risk, give the exact headroom under squared loss and non-negativity under the deployed loss, and show through a routing-efficiency dial how much of it reaches serving. Because the population-optimal score is unchanged, any gain is a finite-capacity estimation and calibration effect that we validated both offline and online. For deployment at scale, we further cast multi-impression, multi-click attribution as credit assignment with a bias-variance tradeoff analogous to RL return estimation, showing last-impression, first-click attribution is the low-bias, low-variance, deterministic choice under production constraints, and derive three consistency conditions enforced end-to-end at scale. Deployed at binary intent granularity, MARCO corrects per-intent calibration to approximately 100%, lifts conversions per click by +2.80%, and drives +0.98% cumulative improvement in topline metrics.

This paper presents an end-to-end, IIIF-based pipeline that turns the digitised Armenian press of France into an interactive map of the 20th-century Parisian Armenian commercial community. On each page, commercial advertisements are located, read, and parsed into structured records, which are then geocoded and placed on the map. Western Armenian is under-resourced and unsupported by off-the-shelf layout and OCR models, so the pipeline uses vision-language models (VLMs) as a data-bootstrapping strategy: they produce usable structured records at a scale hand annotation could not reach, and stay reliable on the strongly curved scans where conventional line-level CRNN OCR breaks down. The contribution includes a 500-page Western Armenian press corpus with 3,270 advertisement-level annotations, a Label Studio template that captures detection and semantic fields in a single annotation pass, and a reproducible workflow transposable to other under-resourced historical corpora. More broadly, the work shows that VLM-driven data bootstrapping is an effective lever for under-resourced historical languages such as (Western) Armenian.

Vision-language models excel in many multimodal tasks but remain prone to a subtle yet impactful failure mode: they tend to overestimate dominant visual-textual cues while underestimating sparse but decision-critical contextual variables. This issue, which we term Contextual Variable Overestimation (CVE), becomes particularly evident in real-world applications such as predicting advertisement image preferences across diverse geographic markets. For instance, when a VLM is asked to choose between two product images tailored for different countries, it often defaults to a consistent output, ignoring ground-truth regional variations. This collapse occurs because pervasive high-volume signals, such as product attributes and dense image patches, overwhelm the few but critical tokens that encode market-specific context. To address CVE, we first collect a new multimodal dataset of real advertising creatives and their click-through performance across multiple countries. We then introduce GeoReward, a reward model designed to predict ad image preferences across diverse geographic markets. GeoReward integrates three purpose-built mechanisms: (1) Market-Aware Retrieval Augmentation, (2) Context-Guided Visual Modulation, (3) Selective Sensitivity Loss. Furthermore, we demonstrate how GeoReward can guide the fine-tuning of RL for a VLM to generate background designs for text-to-image models, producing market-aware advertising creatives. Experiments validate that our framework mitigates CVE and outperforms existing baselines. This work not only diagnoses a systematic bias in VLMs toward dominant perceptual features but also delivers a targeted solution for applications where sparse contextual variables govern decision-making.

Real-time bidding (RTB) ad exchanges typically forward nearly all incoming requests to demand-side platforms (DSPs), even though only a small fraction receive bids. This over-distribution weakens auction outcomes: DSPs throttle participation under compute and budget constraints, reducing the effective use of limited bidding capacity. We present a competition-aware request dispatch framework that uses distributional bid prediction and probabilistic forwarding to decide whether each request should be sent to each DSP. The system adapts per-DSP thresholds over time through lightweight policy optimization to track non-stationary market conditions. We evaluate the framework through four sequential online experiments on a production platform serving over 20 billion daily requests. A full multi-DSP deployment reduces DSP request volume under the policy by 34.2% while increasing net revenue by 4.6% (p<0.001) in a recent 14-day window after an initial DSP adaptation period. Further analysis highlights strong heterogeneity across traffic segments and reveals that aggregate metrics can be misleading. Segment-level and per-DSP analyses suggest that the policy surfaces comparative advantages among DSPs, improving monetized outcomes without increasing overall request volume.

Generative retrieval (GR) is a promising paradigm for industrial search advertising, yet its deployment is constrained by strict relevance and latency requirements. Existing systems cascade GR with an independent relevance model, decoupling the generative likelihood objective from query-ad relevance discrimination, which compromises effectiveness and increases serving costs. We propose a Unified Generative-Discriminative framework (UniGD) that integrates retrieval and relevance scoring within a single model. To mitigate gradient interference in joint optimization, UniGD introduces Conflict-Aware Gradient Enhancement (CAGE) to adaptively coordinate the two objectives. UniGD further designs a Codebook-Anchored Representation Module (CAM) that anchors item representations to frozen hierarchical codebooks distilled from a multimodal pretrained model, thereby endowing them with rich and generalizable semantic priors. For heterogeneous short-video, product, and live-stream ads, UniGD proposes Heterogeneous Ad-material Modeling (HAM), which captures cross-type semantic commonality over a shared backbone while preserving type-specific modeling capacity. Online AB tests on Kuaishou search advertising platform show that UniGD raises ad revenue by 5.78%, reduces inference latency by 33%, and improves discriminative relevance estimation. On NQ320K and MS300K, UniGD improves Recall@10 over the strongest reproduced GR baseline by 8.44% and 3.19%, respectively.

LLM-native advertising embeds sponsored content directly into model-generated responses, shifting the unit of sale from a fixed slot to a moment within an evolving conversation. Existing LLM ad-auction mechanisms primarily operate within a single response, settling the winner but not the timing. The extension is nontrivial: with one native insertion opportunity per session, the stopping time depends on bids, coupling timing with allocation, so static truthfulness arguments no longer apply. We propose the LLM-based Optimal Stopping Dynamic Auction (LLM-OSDA), a dynamic cost-per-click auction that integrates Bellman optimal stopping, winner allocation, and envelope pricing. A bid-independent LLM layer estimates contextual click quality and seamlessly renders the winning ad, while bids enter only the committed auction mechanism. Under an exact Bellman oracle, the expected discounted-click allocation is monotone in each advertiser's bid, and the corresponding envelope payment makes truthful bidding weakly dominant in expectation. For practical deployment, a learned StopNet approximates the Bellman action values. We show that its decisions differ from the optimal policy only near the stopping boundary and bound the resulting incentive loss in terms of its approximation error. Experiments on a simulated conversational advertising corpus show that LLM-OSDA improves net revenue by 11 percent over the strongest fixed-timing baseline while maintaining comparable user retention. Code is at https://github.com/2025Fang2025/llm-osda.

Enterprise data analytics agents face two structural failures: generic RAG retrieves the wrong asset (Hit@10=19.1%) and delivers no usage knowledge to prevent metric misinterpretation---stemming from four root causes (C1--C4) ranging from semantic gap and entity ambiguity to schema drift and asset-usage gap. We present a two-layer solution deployed in the commercial advertising data warehouse at Xiaohongshu (5,300+ Hive tables, 14 domains). A three-tier dual-purpose knowledge base (179 documents, eight-section annotation template) serves both retrieval and generation, with a closed-loop refresh pipeline maintaining day-level freshness (one yes/no approval, 30s hot-reload). The Graph-Guided Retriever (GGR) uses a 2,859-node knowledge graph as a candidate gate with intent routing to deliver 71.6x token reduction. The Scene-Aware Ranker (SAR) applies 19-class entity recognition and explicit scenario annotations; negative knowledge alone contributes 25 percentage points of Hit@10 gain. On two 100-question benchmarks, Hit@10 rises from 19.1% to 96.6% (+77.5pp) and knowledge coverage from 56% to 77%, at 4.84--5.33s end-to-end latency.

As search increasingly shifts toward LLM-driven answer engines, advertising is becoming embedded within the generated response itself and should therefore be evaluated for both user utility and commercial value. The key challenge is click-through intent: behavioural logs are unavailable, human annotation resists calibration, and frontier LLM judges conflate intent with linguistic fluency. These gaps compound, as principled pricing presupposes a continuous intent signal, while generating such a signal presupposes supervision that is currently unavailable. We construct the missing supervision through a psychologically grounded agent simulation framework, and distil it into a parameter-efficient evaluator that predicts click-through intent, together with the three companion dimensions of ad quality, as smooth, differentiable estimates. Validated through sign-certain behavioural perturbations, the evaluator surpasses frontier zero-shot judges on relevance sensitivity (79% versus 60-67%), tracks graded content degradation, generalises without error to 103 fictional products, and agrees with human preference in 86% of pairwise judgements across five annotators, with agreement rising in the evaluator's confidence. Upon its estimates we build the pricing layer directly, deriving the unique payment rule under which truthful bidding is optimal, demonstrating it on a best-of-k allocation, and extending the mechanism to non-monotone allocations. The same differentiable signal stands ready as a training objective for ad generation.

Real-time bidding is central to computational advertising, comprising three elements: Supply Side Platform (SSP) selling ad impressions, Demand Side Platform (DSP) bidding for advertisers, and Ad Exchange conducting auctions between them. Traditional auto-bidding algorithms focus solely on the DSP side, maximizing advertiser conversions by adjusting bids against competitors. However, current big ad platforms, such as social media and e-commerce companies, now integrate SSP, DSP, and Ad Exchange functions internally. From such ad platforms' perspective, the goal of the auto-bidding algorithms is not only to maximize the advertisers' conversions, but also the total revenue of the platform. Given the lack of platform-centric evaluation frameworks and the pressing need to advance auto-bidding research, we propose PlatformBid - the first comprehensive benchmark designed from a unified ad platform's perspective. To accurately reflect the real-world auto-bidding scenarios, we define three representative settings: (1) homogeneous competition with identical algorithms across advertisers, (2) heterogeneous competition with diverse algorithmic strategies, and (3) promotional competition where some advertisers surge budgets for boosting sales during promotional events like Black Friday. We systematically evaluate a broad spectrum of existing auto-bidding methods across these settings, encompassing classical control methods, RL-based methods, and recent generative methods. Besides these methods, we further propose a novel auto-bidding method based on flow-matching, termed BidFlow, which leverages the flow-matching method's expressive policy representation to effectively handle dynamic competitive environments. Online experiments on Kuaishou further show a +0.68% improvement in target cost, providing deployment evidence for the offline-online consistency of PlatformBid.

How to monetize large language models (LLMs) by naturally integrating sponsored content into their responses, known as LLM-native advertising, has recently emerged as a critical problem. However, existing solutions entangle advertising with content generation inside a single model, which is incompatible with modern API-only or workflow-based LLM applications and inevitably compromises the original response quality. To address this, we propose PILA, which reformulates ad insertion as a conditional response rewriting problem and decouples it from the upstream service as a lightweight sidecar module. PILA is model-agnostic and can be seamlessly integrated with existing LLM services without modifying the base model or its workflow. It also exposes a controllable trade-off between user-side naturalness and ad-side exposure, offering a practical interface for downstream pricing and deployment. Experiments across diverse upstream models show that \pila consistently improves ad effectiveness while preserving response quality, highlighting its promise as a practical solution for LLM-native advertising.

Long-horizon conversion prediction under delayed feedback creates a two-clock, two-window learning problem in online advertising. A short base observation window releases recent clicks on the click clock before their outcomes mature, whereas conversions continue to arrive on the conversion clock throughout a longer target conversion window. The click clock provides timely but partially observed status supervision. The conversion clock reveals long-tail delays, but the delay composition within an arrival-time slice is weighted by historical click cohorts with different traffic volumes and target-window conversion rates. We present TWICE, a framework that factorizes long-horizon post-click conversion rate (CVR) into a target-window conversion probability and a grouped elapsed-delay cumulative distribution function (CDF). The two clocks provide complementary supervision. Click-clock records train the target-window CVR head through a current-status likelihood over the base observation window. Newly arrived conversions train the delay model on the conversion clock. To account for the cohort mixture, TWICE uses fixed click-time predicted CVR (pCVR) mass as cohort exposure in an arrival-conditioned likelihood. This accounts for differences in cohort traffic and conversion propensity. The resulting aggregate records are self-contained. A single learned CDF produces monotone predictions for all requested horizons up to the target conversion window. Serving requires neither historical lookup nor convolution. Experiments on a public benchmark and an industrial advertising dataset demonstrate the effectiveness of TWICE. In an online A/B test in Kwai's advertising system, TWICE increased expected revenue, revenue, and conversions by 2.486%, 1.858%, and 2.061%, respectively. It was subsequently deployed to full traffic.

Sensory advertising evokes human senses through visual cues, enabling audiences to mentally simulate experiences and increasing persuasive impact. Despite the recent increase in using AI in generating and understanding creative and persuasive content, how advertisements visually evoke sensations remains largely unexplored. In this work, we introduce the first study of understanding, evaluating, and generating sensory ads. We introduce the Sensory Ad dataset, and define sensation classification tasks (SenseClass) to benchmark LLMs and MLLMs. We further propose SenseScore, an automated evaluation metric for sensation evocation achieving strong agreement with human judgments. Finally, we introduce the Sensory Ad Generation (SenseGen) task and propose SAGA, a multi-agent framework that improves message image alignment, sensory evocation, and persuasion. Our work establishes a foundation for sensory-aware visual persuasion.

Auto-bidding systems optimize bids to maximize value under efficiency constraints such as Cost-Per-Action (CPA). Existing methods treat each day as an independent episode. However, many advertisers produce value so sparsely that per-day efficiency ratios become statistically unreliable, undermining advertiser retention. Platforms therefore evaluate window-level efficiency over sliding windows of $W{=}7$ days, ensuring fair evaluation and long-term advertising effectiveness. This creates cross-episode coupling: each day's bidding decisions affect up to $W$ overlapping windows, so setting daily targets requires anticipating future market conditions. We propose SWAG-Bid (Sliding-Window Aware Generative Auto-Bidding), a hierarchical framework decomposing this challenge into episode-level planning and step-level execution. The planner uses a Masked Trajectory Model to forecast markets and generate candidate plans, scored across all overlapping windows by Multi-Window Model Predictive Control Sampling (MWMS) with exponential confidence decay. The controller adjusts reliance on this guidance through a state-adaptive gate, Per-Step Gated Adaptive Layer Normalization (PSG-AdaLN), complemented by Return-to-Go and Cost-to-Go channels carrying budget and constraint information. Experiments on AuctionNet-Sparse and online A/B tests on AliExpress show that SWAG-Bid achieves competitive constraint satisfaction and value acquisition under sliding-window evaluation.

The evolution of customer support systems is rapidly advancing with agentic chatbots, yet these systems face significant limitations when accessing enterprise data without predefined API endpoints. This paper presents SAFAARI (Schema-Aware Framework for Accelerated Advertiser Response Intelligence), a multi-agent framework that addresses the critical bottleneck of schema linking in Natural Language to SQL (NL-to-SQL) systems through specialized content, metadata, and orchestration agents. We also introduce SEAL (Schema Evaluation and Accuracy in Language-to-SQL), a novel composite metric that holistically evaluates system performance while penalizing inconsistent results. Through systematic experimentation with five feature set configurations, SAFAARI achieves an 81.66% SEAL score (6.65% improvement over baseline), with notable gains in datapoint accuracy (5.51%) and schema-linking precision (4.69%). The framework's effectiveness is validated through human-in-the-loop evaluation with domain experts, which proves its adaptability across diverse support domains. By automating the labor-intensive process of schema linking and query generation, our framework demonstrates 8x reduction in development time while maintaining high accuracy. The solution streamlines API development and enhances self-service capabilities, particularly benefiting customer support enterprises with complex data ecosystems.

Dynamic Product Ads (DPA) require retrieving relevant items from multi-million product catalogs, balancing two competing objectives: retargeting (re-surfacing known interests) and prospecting (discovering new categories). While Large Language Models (LLMs) capture semantic intent better than traditional embedding models, deploying them at scale introduces prohibitive inference costs and lexical mismatch issues. Through controlled experiments on millions of users, we demonstrate a critical retrieval decomposition: rule-generated queries excel at retargeting on a lexical BM25 index, while LLM-generated queries excel at prospecting on a dense ANN index. Building on this, we propose SMART (SeMantic-aware Adaptive ReTrieval). To manage costs, a lightweight quality gate identifies coverage gaps in initial keyword results, adaptively routing only the ~10% of users who benefit from semantic prospecting to the LLM path. Offline evaluation demonstrates that this gated approach captures the bulk of semantic prospecting gains in Relevance Score while maintaining competitive re-targeting performance at a 90% reduction in LLM costs. Finally, in a 2-week online A/B test at Snap, SMART improved the ad conversion rate by +27.6% over a strong embedding-based baseline.

In multi-agent reinforcement learning (MARL), inter-agent communication is effective for improving performance under partial observability. Representation learning-based approaches enable decentralized agents to learn messages grounded in their own observations, but they rely only on current observations and cannot convey information accumulated over time. We propose Dreamer-CPC, a decentralized model-based MARL method that integrates message learning based on Collective Predictive Coding (CPC) into the world model of DreamerV3. Each agent independently maintains a world model and a message module, and infers and exchanges messages from the latent states of the world model that reflect the history of past observations and actions. We evaluated Dreamer-CPC in two environments: Observer, a non-cooperative information-sharing task, and CatchApple, a newly introduced task in which task-relevant observations are temporarily missing. In both environments, Dreamer-CPC outperformed IPPO-CPC, an existing CPC-based method that generates messages from current observations, as well as no-communication baselines. In particular, in CatchApple, Dreamer-CPC achieved 4 to 5 times the episode return of IPPO-CPC, demonstrating effective coordination where other methods fail due to missing observations. These results suggest that communication grounded in the latent dynamics of world models can support decentralized decision-making when current observations alone are insufficient.

In recent years, interest in single-atom catalysts supported on carbon-based structures has grown considerably due to their high catalytic activity and efficient uses of metal atoms. However, the design and characterization of these materials through first-principles calculations are computationally expensive, limiting the exploration of a large number of possible configurations. Here, we developed a framework based on graph neural networks (GNNs) to predict the adsorption energies of transition metals on graphene quantum dots (GQDs). The model was trained using data obtained from density functional theory calculations and achieved an $R^2$ of 0.906 with an MAE of 0.101 eV, while reducing computational cost by roughly six orders of magnitude relative to DFT. This methodology provides an efficient tool for the accelerated screening and rational design of new catalysts based on carbon nanostructures.

Ad-load design is a central supply-side decision in sponsored search: more sponsored slots can raise revenue, but may crowd out organic results and degrade user outcomes. We study this trade-off using a large-scale randomized field experiment on an Android app store, where over five million users are exposed to one through six sponsored slots. Increasing ad load raises revenue by up to 43%, but reduces total search conversions by up to 5% and daily engagement by up to 2.2%. These average effects mask substantial heterogeneity: additional slots generate large revenue gains for high-ad-conversion queries, but little or negative marginal revenue for low-conversion queries. The trade-off also shifts within query as advertiser composition changes, such as brand-advertiser presence. Motivated by these findings, we design and deploy a novel adaptive algorithm -- exploration-augmented Locally Adaptive Ad Load (e-LAAL). e-LAAL combines LAAL, a model-free query-level decision rule that updates ad-load recommendations using recent outcomes, with static exploration arms that maintain support and provide fixed-policy counterfactual benchmarks. We provide a finite-time dynamic-regret guarantee for the e-LAAL architecture. In a platform-level production deployment serving 22.3 million users and 77.6 million searches, e-LAAL improves the empirical revenue--conversion trade-off relative to deployed static benchmarks and outperforms uniform and historical query-dependent static benchmarks.

Clicks on homepage marketing blocks are driven by a dual-mechanism of content interest and access habits. However, habitual clicks often create Pseudo-Positives in marketing slots, where position advantage masks mediocre content quality, leading to biased recommendation ecosystems. We propose a framework called Orthogonal Disentanglement of Access habits (OrDA) to purify interest signals. OrDA utilizes a dual-tower structure with a gated allocation layer to adaptively route features and minimize interference. To ensure rigorous separation, we employ orthogonal regularization to constrain the latent interest and habit manifolds to be geometrically perpendicular. OrDA performs causal intervention (do-calculus) during inference to rank items solely by purified interest scores. Empirical online evaluations on large-scale datasets demonstrate that OrDA effectively eliminates access-habit bias, outperforming state-of-the-art methods in predictive accuracy. Online AB test 5.64% shows user click-through rates (UCTR) improvement on the Zhima homepage marketing block, Zhima rent-floor recommendation.

Online ads are essential to all businesses and ad headlines are one of their core creative component. Existing methods can generate headlines automatically and also optimize their click-through-rate (CTR) and quality. However, evolving ad formats and changing creative requirements make it difficult to generate optimized & customized headlines. We propose a novel method that uses prefix control tokens along with BART fine-tuning. It yields the highest CTR and also allows users to control the length of generated headlines for use across different ad formats. The method is also flexible and can easily be adapted to other architectures, creative requirements and optimization criteria. Our experiments demonstrate a 25.82% increment in Rouge-L and a 5.82% increment in estimated CTR over previously published strong ad headline generation baseline.

Rigorous content moderation is crucial for online advertising but leads to millions of daily rejections. This scale renders manual rectification infeasible, particularly for video advertisements. However, existing safety-driven methods often suffer from aggressive over-editing, which compromises the advertiser's original semantic intent merely to satisfy compliance. In this work, we target the rectification of textual violations in video ads, covering both speech transcripts and on-screen text. We propose R^3, a novel framework designed to harmonize compliance with original semantic intent preservation. Our approach integrates three key innovations: (1) an experience-driven data synthesis framework that bootstraps high-quality supervision via a group-Relative compliance experience extractor; (2) a curriculum Reinforcement learning strategy with hierarchical rewards designed to enforce compliance while maximizing semantic consistency; and (3) a comprehensive video Rectification framework seamlessly integrating text recognition, rewriting, and re-rendering for industrial deployment. Extensive experiments on industrial datasets and online A/B testing demonstrate that R^3 significantly outperforms state-of-the-art baselines, achieving an optimal trade-off between violation rectification and intent preservation.

Sponsored search plays a crucial role in e-commerce revenue generation, where advertisers strategically bid on keywords to capture the attention of users through relevant search queries. However, the process of identifying pertinent keywords for a given query presents significant challenges because of a vast and evolving keyword landscape, ambiguous intentions, and topic diversity. This paper highlights an opportunity for to earn a considerable amount of Ads revenue and user engagement where a significant proportion of queries fail to retrieve any sponsored ads. To utilize this opportunity, we introduce the Inventory-Aware RAG-based Generative AI model (InvAwr-RAG), which integrates advanced semantic retrieval and real-time inventory data. This model combines dynamically generated and historically successful queries to align with available inventory and ad campaigns while diversifying rewritten queries to enhance relevance and user engagement. Preliminary results show a significant 68% increase in fill rate and balanced relevance metrics, indicating a strong potential for increased ad revenue. The InvAwr-RAG model sets a new standard in dynamic query optimization, significantly improving ad relevancy, advertiser ROI, and user experience on Walmart's digital platform.

The promotion of betting applications on social media platforms has increased significantly in recent years. Many of these advertisements use persuasive techniques that may mislead users, encourage risky behavior, and potentially influence users' mental well-being. However, research on the automated detection of manipulative and deceptive betting advertisements remains limited due to the lack of publicly available annotated datasets. In this work, we introduce a new dataset of betting-related advertisements collected from two widely used social media platforms, Instagram and Reddit. The advertisements were manually annotated for manipulative and deceptive advertising practices. In addition to classification labels, the dataset includes human-provided explanations that describe the reasoning behind each annotation, enabling research into explainable approaches to detecting manipulative advertising. Furthermore, we analyze the strategies commonly used in betting advertisements and examine how these persuasive tactics may impact users' mental health. The proposed framework can also enable practical applications such as browser plugins that warn users about manipulative betting advertisements and automated web crawlers that help regulatory authorities monitor and detect such promotions online.

In large-scale paid acquisition and growth advertising systems, production attribution outputs are widely used for daily budget allocation and channel diagnosis. However, paid-attributed conversions such as daily new users (DNU) may systematically overstate true incremental growth when paid channels overlap with organic demand, brand-driven traffic, or other acquisition channels. This attribution-cannibalization mismatch can distort incremental ROI measurement and budget decisions at scale. We propose an experiment-calibrated attribution correction framework that uses incrementality experiments as causal anchors to convert sparse lift measurements into daily correction estimates. To make the corrected signal actionable at production granularity, we further allocate calibrated cannibalization volume across business hierarchies under structural consistency constraints. Offline forward-in-time validation against channel-level incrementality experiment readouts shows that the proposed framework substantially reduces calibration error relative to raw attribution and fine-grained ML baselines. Deployed across multiple global TikTok markets, the system supported budget and traffic strategy adjustments that were followed by an approximately 15-percentage-point reduction in the measured cannibalization rate.

Targeted advertising systems can pair audiences selected by advertisers with ad units that expose visible user actions. When an interaction remains linked to the campaign that elicited it, the advertiser may receive an observation tied to a user rather than only an aggregate report. We model that channel as a noisy oracle for attribute inference. The model separates targeting predicates, exposure, interaction, and disclosure. These boundaries capture the gap between eligibility and delivery, and the gap between interaction and advertiser visibility. We build a reproducible benchmark using synthetic populations calibrated with public data, each with known sensitive labels. A generated campaign semantics layer provides topic variants and response priors. The simulator generates the ground truth, event traces, disclosed observations, and metrics. The evaluation compares Bayesian, supervised, positive and unlabeled, and adaptive attacks under common campaign and disclosure definitions. The final evaluation uses four topic variants, seven simulator seeds, and two interaction settings. Repeated campaigns with identity exposure produce measurable but bounded inference signal. At $160$ campaigns, Bayesian and supervised attacks reach about $0.64$ AUC in the main setting and about $0.65$ AUC in the higher interaction setting. Disclosure policy is the strongest control. Aggregate reporting removes the evaluated oracle input tied to users. Type filtering and randomized disclosure reduce the released signal. The result is a model, artifact, and defense evaluation method for privacy in interactive targeted advertising. The code is available at https://github.com/P-HOW/Interactive-Ad-Oracle.

We develop a decision-calibrated conformal framework for pacing decisions in streaming advertising. Pacing depends on uncertain future inventory, demand pressure, incremental response, and member-experience load. Instead of calibrating a generic forecast residual, the framework measures forecast error by its largest impact on the policies that could actually be deployed. The main theorem shows that the proposed score is the smallest valid uncertainty measure that uniformly protects all deployable pacing policies. Geometrically, it is the support function of the signed policy sensitivity set. Split conformal calibration gives finite-sample coverage for this score. A high-dimensional separation theorem shows that traditional residual calibration can be arbitrarily more conservative by paying for nuisance inventory dimensions, and a robust pacing result combines inventory, response, and experience uncertainty. On public-data-calibrated pacing replays built from Criteo Uplift and KuaiRand datasets, traditional conformal pacing remains unresolved with high residual radii of 7236.7 on Criteo and 4629.4 on KuaiRand. With the proposed decision calibration approach, the uncertainty radii are reduced to 18.4 and 278.6 respectively, with separate margins for value, delivery, budget, and member load. On Criteo, the proposed method certifies a less aggressive pacing policy than the point-forecast baseline, and reduces held-out any-violation rate from 16.7% to 3.3%, with zero budget and member-load violations. On KuaiRand, the choice remains unresolved. In a nutshell, the paper establishes that forecasts, response estimates, and member-experience models should be judged by whether they shrink the uncertainty that the pacing decision uses, as this leads to confident decisions that are not overly conservative.

In modern online advertising platforms, Guaranteed Delivery (GD) contracts coexist and bid with Real-Time Bidding (RTB) auctions. Recent approaches either decouple GD and RTB optimization or rely on heuristic priority rules, and thus fail to effectively balance short-term revenue maximization with long-term contract delivery under complex multi-slot delivery and impression constraints. To address these challenges, we propose HMAF (Hierarchical Multi-Slot Allocation Framework), a unified framework designed to optimize impression allocation in GD--RTB advertising platforms. HMAF employs the Plan--Calibrate--Execute paradigm as its core structure, and integrates offline constraint optimization with online decision-making, balancing offline GD resource planning, dynamically calibrating GD--RTB competitiveness, and making real-time listwise rank decisions across multi-slot environments. HMAF has been implemented in multiple marketing scenarios at Meituan, one of the world's largest online food delivery platforms, leading to a 3.72% increase in GD delivery rate and a 1.59% increase in total advertisement revenue.

Advertising platforms use randomized lift tests to measure incrementality, but privacy-preserving reporting systems degrade the observed signal through match-rate loss, linkability loss, attribution-window loss, aggregation-threshold suppression, randomized reporting noise, and segment-heterogeneous signal loss. This paper formulates privacy-constrained advertising measurement as a robust causal decision problem under the mentioned signal losses. Given a randomized experiment and an ambiguity set for privacy-induced degradation, the framework projects the observation-compatible fiber of clean/unfiltered experimental worlds onto the incrementality functional and returns certified, rejected, and unresolved decisions. The main result gives a sharp decision frontier. Reports outside the frontier support uniformly valid certification or rejection, whereas reports inside it contain too little information for any method to uniformly distinguish above-threshold incrementality from non-incrementality. Supporting results give finite-sample certification, sample-complexity guarantees, a minimax lower bound showing that signal loss reduces effective information, and a reporting-granularity tradeoff. On 2.0M Criteo Uplift rows and the 64K-row Hillstrom email experiment, clean conversion lift is positive in both datasets, with lifts 0.00112 and 0.00495, respectively. Population certification survives mild degradation in Criteo and severe degradation in Hillstrom, while all considered finite-sample stress settings in both datasets remain unresolved after simultaneous uncertainty and reporting noise are included. Overall, the research contributes a decision-theoretic layer for privacy-aware incrementality measurement whose output is the strongest causal-claim justified by degraded ads signals.

Online advertising platforms rely on machine learning models to predict click-through rates (pCTR) and conversion rates (pCVR) for auction mechanisms. We introduce a novel framework to study the interaction between recommender system model quality, auction format, and autobidder behavior. We formalize when model improvements -- defined via a refinement relation inspired by filtrations in probability theory -- lead to improvements in platform-level Evaluation Criteria Metrics (ECM) such as revenue, welfare, or liquid welfare. Our main contributions are: (1) a formal definition of model improvement based on cluster refinement, and (2) a systematic characterization of ECM monotonicity across different combinations of bidder types (tCPA, max-CPA), auction formats (first-price, second-price, VCG), and budget constraints. We show that first-price auctions with uniform bidding guarantee revenue monotonicity for tCPA bidders without budgets (via Jensen's inequality), while second-price auctions and budget constraints can break this property. We provide full numerical constructions for the non-monotonicity results. Our findings have practical implications for advertising platforms seeking to align model improvements with business outcomes.

The digital media landscape has seen a pervasive shift toward short-form video advertising on TV, social media and e-commerce platforms. The present study focuses on deep saliency prediction for short-form video advertising. Deep saliency models have been used to generate predictions of human eye fixation patterns with the purpose of enhancing user interaction with digital technology and optimizing its design. For video ads, dynamic saliency maps capture where and when viewers are looking, revealing why video ads are effective, and how their content should be optimized. We develop and test a new deep dynamic saliency prediction model called ViASNet (Video Ad Saliency Network), which has an architecture founded on the 3D U-Net, and accommodates the influence of audio and the semantic meaning of scenes. We assess the model's performance on 151 video ads, each seen by about 20 viewers wile their eye movements were tracked, and explore the critical factors influencing model performance through ablation experiments. We calculate the entropy of the predicted saliency maps frame-by-frame as a diagnostic tool to identify ads and scenes that fail to engage viewers, and illustrate its use on test data of 15 unseen ads. Our study reveals that ad design and testing can be sped up considerably through automated systems built on deep saliency models such as ViASNet.

Recommendation systems power engagement and monetization across feeds, ads, and short-video platforms, but translating the latest advances in Large Language Models into Recommendation Systems (RecSys) gains remains rare, particularly in advertising and production-scale real-world industry setups. Prior real-world LLM successes typically fall into three buckets: (a) generative retrieval that directly predicts the next items for candidate generation, (b) late-stage re-ranking that uses LLMs, and (c) auxiliary signal enrichment with LLMs. We introduce a complementary paradigm for ads: a fine-tuned open-source LLM used not as a ranker, but as an ads-specific ancillary predictor, forecasting likely advertisers from user profiles and histories. This LLM-driven advertiser prediction augments conventional candidate generation and provides informative priors to downstream ranking. Developed in a large-scale production advertising system, our approach produces substantial offline improvements and measurable online business impact, demonstrating that LLM world knowledge and predictive capacity can be efficiently harnessed. Beyond validating LLMs for ads applications, our results show that targeted ancillary predictions can unlock end-to-end gains across both retrieval and late-stage ranking, offering a practical path to LLM-enhanced recommendation at scale.

Online experiments in ads, recommendation, and member-experience systems are often planned before the dominant interference mechanism is known. A treatment may propagate through budgets, inventory, producer exposure, graph spillovers, or temporal carryover, making the randomization design itself a statistical decision. We formulate this problem as robust design selection over uncertain exposure mechanisms. Given a finite catalog of six implementable designs, the selector compares each design by worst-case planning risk over an ambiguity set. The risk combines exposure bias, assignment-unit variance, minimum detectable effect, contamination or carryover, operational cost, and estimand mismatch. For theoretical justification, the paper develops a geometry-aware guarantee, stating that design bias is bounded by Wasserstein distance to the launch exposure distribution, and this penalty is minimax tight under Lipschitz exposure response. We also prove finite-catalog approximation and a robust selector theorem with excess-risk control, exact recovery under separation, and certified shortlists when the risk surface is flat. Empirically, the same selector gives different recommendations across samples from public datasets. It selects user-randomization on Criteo ads with dimensionless robust risk 1.295, switchbacks on Open Bandit-bts/men with risk 2.105, and cluster-randomization on KuaiRand with risk 2.240. The Open Bandit case stresses known but uneven logging support, with propensities from 0.00006 to 0.594 and a 5.17% IPS effective-sample share. Overall, the paper contributes an interference-aware experiment design framework based on mechanism-robust design decisions, where the output is either a justified design choice or an uncertainty shortlist.

In the competitive landscape of sponsored search, balancing retrieval quality with production latency is a critical challenge. While large retrieval models based on Small Language Models (SLMs) such as Qwen3-Embedding-4B/8B set strong upper bounds on public benchmarks, their deployment in high-throughput, latency-sensitive environments remains impractical. In this paper, we present HARNESS-LM (HLM), a three-phase training framework for transferring the capabilities of large-scale retrievers into compact, cost-efficient models. The approach comprises: (1) training a high-performance reference ("teacher") retriever by fine-tuning a billion-parameter-scale SLM; (2) aligning query representations via an L2 objective to distill knowledge into a sub-600M parameter student encoder; and (3) applying a final contrastive refinement stage to optimize the student for retrieval performance. We also present a comprehensive empirical study of key design choices, including alignment objectives, embedding dimensionality, model scale, architecture, and optimization strategies, to identify configurations that are most effective in production settings. On a real-world Bing Ads evaluation benchmark, HLM recovers over 98% of the reference retriever's precision across multiple settings, while delivering up to 27x lower online query-encoder latency and 20x higher throughput on NVIDIA A100 GPUs. Online A/B testing on Bing Ads further shows a +1% Revenue, +0.6% Impression, and +0.4% Click uplift over the current ensemble of retrievers running in production with the deployed 190M parameter model, clearly highlighting the practical efficacy of the HLM recipe in a real-world sponsored search setting.

Traditional ads recommendation systems have primarily focused on optimizing for prediction accuracy of click or conversion events using canonical metrics such as recall or normalized discounted cumulative gain (NDCG). With the hyper-growth of ads inventory and liquidity with generative AI technologies, the prediction stability and predictability is becoming increasingly critical. Intuitively, prediction stability and predictability can be defined to quantify system robustness with respect to minor/noisy input (ads, creatives) perturbations, the lack of which could lead to advertiser perceivable problems such as repeatability, cold start and under-exploration. In this paper, we introduce a new evaluation framework for quantifying stability and predictability of an ads recommender system, and present an online validated semantic candidate generation framework powered by fine-tuned Large Language Models (LLMs) that showed significant improvement along these metrics by fundamentally improving the semantic-awareness of the system. The approach extracts hierarchical semantic attributes from ad creatives to obtain LLM representations, which serve as the foundation for graph-based expansion, ensuring the retrieved candidates encapsulate semantic variants of an ad, guaranteeing that small creative variants from the advertiser yield consistent and explainable delivery results to the user. We tested this LLM ads retrieval framework in a large-scale industrial ads recommendation system, demonstrating significant improvements across offline and online A/B experiments, showcasing gains in both predictability and traditional performance metrics. Although evaluated in the ads stack, this is a general framework that can be applied broadly to any large-scale recommendation and retrieval systems facing similar scaling and predictability challenges.

Guaranteed display advertising is crucial for platform monetization, yet existing methods often operate under a single-slot assumption, limiting their ability to optimize allocation across multi-slot page views. In this paper, we propose a novel joint optimization framework for multi-slot GD allocation, addressing key challenges such as slot-level redundancy, contract imbalance, and exposure concentration. Our approach formulates the allocation as an offline bipartite matching problem with a contract roulette mechanism for slot exclusivity and Page View constraints for impression control, and incorporates a scalable allocation optimization algorithm for efficient large-scale deployment. Extensive online tests on the Meituan advertising platform demonstrate that our method significantly improves merchant ROI, platform revenue efficiency, and contract fulfillment robustness. Specifically, online A/B tests show a 28.99% increase in Average Revenue Per User under 70% traffic, and DID analysis further indicates improved contract stability, demonstrating the strong applicability and effectiveness of our framework in real-world advertising deployments.

Visual autoregressive (VAR) models have recently emerged as an efficient paradigm for text-to-image generation. Despite their strong generative capability, existing VAR-based personalization methods remain limited to static settings, failing to accommodate evolving user demands. In particular, sequential concept learning leads to severe catastrophic forgetting, while multi-concept synthesis often suffers from feature entanglement and attribute inconsistency. In this work, we present the first systematic study of continual personalized generation in VAR models. We identify two key challenges: (i) preserving previously learned concepts during sequential customization, and (ii) composing multiple personalized concepts in a controllable manner. To address these issues, we propose a unified framework with two core components. For continual single-concept learning, we introduce Gradient-based Concept Neuron Selection (GCNS), which identifies concept-relevant neurons and constrains only conflicting parameters across tasks, effectively mitigating forgetting without additional model expansion. For multi-concept synthesis, we propose a context-aware composition strategy that performs multi-branch feature modeling and localized cross-attention fusion guided by spatial conditions, enabling precise and disentangled concept composition. Extensive experiments demonstrate that our method significantly improves performance in long-sequence continual personalization while achieving superior results in multi-concept image synthesis compared to existing baselines. These findings highlight the potential of VAR models for scalable and controllable personalized generation.

Automated bidding is central to modern digital advertising. Early rule-based methods lacked adaptability, while subsequent Reinforcement Learning approaches modeled bidding as a Markov Decision Process but struggled with long-term dependencies. Recent generative models show promise, yet they lack explicit mechanisms to balance exploration and safety, relying solely on action perturbations or trajectory guidance without a safety fallback. This results in inefficient exploration and elevated financial risk for advertising platforms. To address this gap, we propose GUIDE (Generative Auto-Bidding with Unified Modeling and Exploration), a framework that synergistically integrates directed exploration with a safe fallback mechanism. GUIDE employs a Decision Transformer (DT) to jointly model historical bidding actions and environmental state transitions. A Q-value module guides the DT's exploration via regularization constraints, while an Inverse Dynamics Module (IDM) leverages DT-predicted future states to infer robust, behaviorally consistent actions as a safe policy fallback. The Q-value module then adaptively selects the final action between these two options, balancing exploration and safety. Together, these components form an integrated "explore-safeguard-select" pipeline that unifies efficiency and safety. We conduct extensive experiments on public datasets, in simulated auction environments, and through large-scale online deployment on Taobao, a leading Chinese advertising platform. Results show GUIDE consistently outperforms state-of-the-art baselines across all scenarios. In real-world deployment, GUIDE achieves notable gains: +4.10% ad GMV, +1.40% ad clicks, +1.66% ad cost, and +3.52% ad ROI, demonstrating its effectiveness and strong industrial applicability.

Major deployed generative AI advertising systems preserve a visible boundary between commercial content and AI-generated responses. Yet empirical research shows that ads woven directly into large language model (LLM) outputs often go undetected by users. We argue that generative AI fundamentally changes advertising: rather than placing products into discrete slots, it enables interventions on the generative process itself, which induce commercial influence through less observable channels. This reframes generative AI advertising as a problem of trustworthy intervention rather than content placement. We introduce a taxonomy organized by influence tier, corresponding to interventions on progressively more latent variables: product mentions, information framing, behavioral redirection, and long-term preference shaping; and show how these tiers instantiate across modalities and system architectures, including retrieval-augmented generation and agentic pipelines where upstream decisions can sharply constrain downstream outcomes. Both major deployed systems and designed mechanisms concentrate on the most observable and easiest-to-govern tier, while the forms of commercial influence most consequential for user autonomy remain poorly understood and lack frameworks for detection, measurement, or disclosure. The central challenge is whether commercial influence in generative systems can be made trustworthy, i.e., attributable, measurable, contestable, and aligned with user welfare.

Recent advancements in generative video models demonstrate high visual fidelity, yet their integration into enterprise environments is restricted by temporal inconsistencies and severe brand misalignment. Current monolithic architectures struggle to enforce rigid brand constraints, frequently hallucinating unapproved visual assets. We introduce Genflow, a Compound AI System designed to enforce brand consistency in generative media production. Our architecture integrates a retrieval-based 'Brand DNA' extraction module to parameterize generation according to established corporate identity guidelines. Furthermore, we implement an Adversarial Multi-Agent Quality Control (QC) loop. Instead of a single-pass generation, this pipeline employs evaluator agents to iteratively critique generated frames against the extracted parameters, prompting generator models to refine outputs until a deterministic consensus is reached. By transitioning to a multi-stage, self-correcting pipeline, Genflow improved the yield of brand-compliant video generations from 42% to 89%, establishing a robust framework for scalable, enterprise-grade generative systems.

The integration of advertising auction mechanisms into large language model (LLM)-based chatbots presents a significant opportunity for commercialization, yet poses unique challenges in balancing relevance, efficiency, and user experience. Recently, Feizi et al.\citep{feizi2023online} and Hajiaghayi et al.\citep{hajiaghayi2024ad} outlined a retrieve-then-generate paradigm that decouples retrieval and generation, offering lightweight ad insertion and payment determination. However, current retrieval relies solely on text embedding similarity, which may lead to commercial misinterpretation and issues such as repetitive insertions. In this paper, we propose LERA, a two-stage retrieve-then-generate auction framework tailored for LLM chatbots. In the first stage, embedding-based coarse filtering pre-selects a small set of candidate advertisers. In the second stage, the LLM itself is queried with a carefully designed prompt to produce logits over candidates, which serve as refined organic relevance scores. These scores are combined with bids, and a critical-value payment rule accounts for both the coarse-filtering and fine-ranking thresholds, ensuring truthfulness for utility-maximizing advertisers. The framework naturally extends to multiple ad insertions within dynamic dialogue flows and long responses. Experiments on a synthetic advertiser-query benchmark show that LERA substantially improves ad selection accuracy and insertion diversity while incurring only controllable latency overhead.

Generating realistic and user-preferred advertisements is a key challenge in e-commerce. Existing approaches utilize multiple independent models driven by click-through-rate (CTR) to controllably create attractive image or text advertisements. However, their pipelines lack cross-modal perception and rely on CTR that only reflects average preferences. Therefore, we explore jointly generating personalized image-text advertisements from historical click behaviors. We first design a Unified Advertisement Generative model (Uni-AdGen) that employs a single autoregressive framework to produce both advertising images and texts. By incorporating a foreground perception module and instruction tuning, Uni-AdGen enhances the realism of the generated content. To further personalize advertisements, we equip Uni-AdGen with a coarse-to-fine preference understanding module that effectively captures user interests from noisy multimodal historical behaviors to drive personalized generation. Additionally, we construct the first large-scale Personalized Advertising image-text dataset (PAd1M) and introduce a Product Background Similarity (PBS) metric to facilitate training and evaluation. Extensive experiments show that our method outperforms baselines in general and personalized advertisement generation. Our project is available at https://github.com/JD-GenX/Uni-AdGen.

Large language models (LLMs) have shown remarkable potential in advertising scenarios such as ad creative generation and targeted advertising. However, deploying LLMs in real-time advertising systems poses significant challenges due to their high inference latency and computational cost. In this paper, we propose an Efficient Generative Targeting framework that integrates adaptive group quantization, layer-adaptive hierarchical sparsification, and prefix-tree parallel verification to accelerate LLM inference while preserving generation quality. Extensive experiments on two real-world advertising scenarios demonstrate that our framework achieves significant speedup with acceptable quality degradation, making it operationally viable for practical deployments.

When large language models (LLMs) serve real-time inference in commercial online advertising systems, end-to-end latency must be strictly bounded to the millisecond range. Yet every token generated during the decode phase triggers thousands of kernel launches, and kernel launch overhead alone can account for 14.6% of end-to-end inference time. MegaKernel eliminates launch overhead and inter-operator HBM round-trips by fusing multiple operators into a single persistent kernel. However, existing MegaKernel implementations face a fundamental tension between portability and efficiency on resource-constrained GPUs such as NVIDIA Ada: hand-tuned solutions are tightly coupled to specific architectures and lack portability, while auto-compiled approaches introduce runtime dynamic scheduling whose branch penalties are unacceptable in latency-critical settings. We observe that under a fixed deployment configuration, the optimal execution path of a MegaKernel is uniquely determined, and runtime dynamic decision-making can be entirely hoisted to compile time. Building on this insight, we propose Ada-MK: (1) a three-dimensional shared-memory constraint model combined with K-dimension splitting that reduces peak shared memory usage by 50%; (2) MLIR-based fine-grained DAG offline search that solidifies the optimal execution path, completely eliminating runtime branching; and (3) a heterogeneous hybrid inference engine that embeds MegaKernel as a plugin into TensorRT-LLM, combining high-throughput Prefill with low-latency Decode. On an NVIDIA L20, Ada-MK improves single-batch throughput by up to 23.6% over vanilla TensorRT-LLM and 50.2% over vLLM, achieving positive gains across all tested scenarios--the first industrial deployment of MegaKernel in a commercial online advertising system.

Short-term air traffic flow prediction in terminal airspace is essential for proactive air traffic management. Existing approaches predominantly model traffic flow as aggregated time series. However, traffic dynamics are governed by aircraft states and their interactions in continuous airspace. Such aggregation obscures fine-grained information, including aircraft kinematics, boundary interactions, and control intent. Here we present AeroSense, a state-to-flow modeling paradigm that predicts future traffic flow directly from instantaneous airspace situations represented as dynamic sets of aircraft states derived from ADS-B trajectories. By establishing an end-to-end mapping from microscopic aircraft states to future regional traffic flow, AeroSense preserves aircraft-level dynamics while naturally accommodating varying traffic density without relying on historical look-back windows. Experiments on a large-scale real-world dataset show that AeroSense exhibits admirable predictive accuracy and robustness over aggregation-based forecasting approaches, particularly during high-density traffic periods. These findings suggest that aircraft-state situation modeling provides a promising alternative to conventional time-series forecasting in air traffic flow management.

Reconciling platform revenue with user experience in LLM advertising motivates a data-centric foundation. We introduce NaiAD, the first comprehensive dataset for LLM-native advertising comprising 58,999 carefully constructed ad-embedded responses paired with user queries. NaiAD is organized around theoretically grounded evaluation metrics that separately and comprehensively capture user and commercial utility. To mitigate the dimensional collinearity of aligned LLMs, we propose a decoupled generation pipeline that produces structurally diverse samples, ranging from responses that explicitly disentangle stakeholder utilities to responses that are uniformly strong or weak across dimensions. We further provide score labels calibrated by a Variance-Calibrated Prediction-Powered Inference (VC-PPI) framework, aligning automated scoring with human annotations. Mechanistic analyses reveal that successful ad integration relies on reasoning paths that cluster into four distinct semantic strategies. Models leveraging NaiAD internalize these strategies to simultaneously improve user and commercial utility, while enabling independent control over these distinct objectives via in-context learning. Together, these results position NaiAD as a foundational infrastructure for developing future LLM-native ad systems.

Modeling ultra-long user sequences involves a difficult trade-off between efficiency and effectiveness. While current paradigms rely on either item-specific search or item-agnostic compression, we propose UxSID, a framework exploring a third path: semantic-group shared interest memory. By utilizing Semantic IDs (SIDs) and a dual-level attention strategy, UxSID captures target-aware preferences without the heavy cost of item-specific models. This end-to-end architecture balances computational parsimony with semantic awareness, achieving state-of-the-art performance and a 0.337% revenue lift in large-scale advertising A/B test.

As Large Language Models (LLMs) transition into conversational agents, generative advertising emerges as a crucial monetization strategy. However, embedding advertisements within unstructured LLM outputs introduces a critical trilemma: balancing advertiser payoffs, platform revenue, and user experience. Existing methods, such as prompt injection or rigid position slots, disrupt semantic coherence and lack a parametric framework for independent control, rendering rigorous mechanism design intractable. To bridge this gap, we introduce Neuron Auctions, a novel paradigm that shifts the auction object from the surface text space to the LLM's internal representations. Leveraging mechanistic interpretability, we identify brand-specific feed-forward network (FFN) neurons and demonstrate that competing brands activate within approximately orthogonal subspaces. This near-perfect independence allows us to define continuous, disentangled intervention budgets (specifically, neuron counts and amplification factors) as auctionable commodities. Building on this computational carrier, we design a continuous menu-based auction mechanism that naturally guarantees strategy-proofness and optimizes revenue for the platform. By explicitly incorporating a user utility penalty into the platform's optimization objective, our framework dynamically prices out overly aggressive interventions. Extensive experiments demonstrate that Neuron Auctions effectively preserve natural discourse quality while achieving an optimal alignment between commercial incentives and user satisfaction.

Online advertising governance faces significant challenges due to the non-stationary nature of regulatory policies, where emerging mandates (e.g., restrictions on education or aesthetic anxiety) create severe label inconsistencies and reasoning ambiguities in historical datasets. In this paper, we propose ARGUS, a policy-adaptive governance system that enables evolving reinforcement through multi-agent adversarial umpiring. ARGUS addresses the sparsity of new policy data by employing a three-stage framework: (1) Policy Seeding for initial perception; (2) Adversarial Label Rectification, which utilizes a Prosecutor-Defender-Umpire'' architecture to resolve conflicts between stale labels and new mandates; and (3) Latent Knowledge Discovery, which employs a tripartite dialectical discussion to unearth sophisticated, gray-area'' violations. By leveraging RAG-enhanced policy knowledge and Chain-of-Thought synthesis as dynamic rewards for reinforcement learning, ARGUS synchronizes its reasoning pathways with evolving regulations. Extensive experiments on both industrial and public datasets demonstrate that ARGUS significantly outperforms traditional fine-tuning baselines, achieving superior policy-adaptive learning with minimal gold data.

Treatment allocation under budget constraints is a central challenge in digital advertising: advertisers must decide which users to show ads to while spending a limited budget wisely. The standard approach follows a two-stage offline pipeline - first collect historical data to estimate heterogeneous treatment effects (HTE), then solve a constrained optimization to allocate the budget. This works well with abundant data, but fails in cold-start settings such as new campaigns, new markets, or new customer segments where little historical data exists. We propose Budget-Constrained Causal Bandits (BCCB), an online framework that learns which users respond to ads while simultaneously spending the budget, making treatment decisions one user at a time. BCCB unifies three components into a single sequential process: learning individual-level ad effectiveness, exploring users whose response is uncertain, and pacing the budget over time. We evaluated on the Criteo Uplift dataset, a large-scale advertising dataset from a real randomized controlled trial. Our key finding is a data-efficiency crossover: offline methods require approximately 10,000 historical observations to produce reliable results, while BCCB operates effectively from the very first user. Furthermore, BCCB exhibits 3-5x lower performance variance between runs, making it more practical for real campaign planning. Among purely online methods, BCCB consistently outperforms standard Thompson Sampling, budgeted Thompson Sampling, and greedy HTE estimation across all budget levels tested.

The recent surge in content consumption through streaming services has driven a growing demand for personalized content. Personalized advertisements (ads) play a crucial role in enhancing both user engagement and ad effectiveness. A key aspect of ad personalization involves replacing existing regions in a frame with custom, Photoshop-generated banners. However, existing ad-placement pipelines typically rely on simple geometric warping, ignoring the scene's underlying lighting conditions. Similarly, state-of-the-art diffusion-based object insertion and relighting models struggle to accurately relight these newly inserted banners, as they are not trained on ad-banner data, and training such a model for ad banners would require millions of images. This highlights the need for an effective relighting framework that enables seamless integration of custom banners into the original scene. Motivated by this, we present AD-Relight, a novel multi-stage training-free framework that adapts a diffusion-based relighting model at test time to relight newly added Photoshop-generated ad banners. Through extensive evaluation, we demonstrate that AD-Relight outperforms both relighting baselines and existing ad-placement methods based on simple warping. User studies further show that participants consistently prefer the outputs of AD-Relight over those of prior approaches.

This Article argues that conversations with companion chatbot should be subject to a clear structural distinction between commercial and non-commercial contexts. The insertion of undisclosed promotional content into affective or relational exchanges should be prohibited, as it collapses the boundary between market transaction and communicative intimacy in ways that erode user autonomy and conversational context. The Article begins by theorizing digital companionship as a sociotechnical form that reconfigures intimacy, dependence and relational vulnerability. It then introduces the potential economic harms derived from conversational advertising. The Article ultimately argues for a firm legal and social distinction between commercial and non-commercial conversational contexts as a precondition for the responsible stabilization of these technologies within social life.

Creative Generation (CG) leverages generative models to automatically produce advertising content that highlights product features, and it has been a significant focus of recent research. However, while CG has advanced considerably, most efforts have concentrated on generating advertising text and images, leaving Creative Video Generation (CVG) relatively underexplored. This gap is largely due to two major challenges faced by Text-to-Video (T2V) models: (a) \textbf{ambiguous semantic alignment}, where models struggle to accurately correlate product selling points with creative video content, and (b) \textbf{inadequate motion adaptability}, resulting in unrealistic movements and distortions. To address these challenges, we develop a comprehensive Advertising Creative Knowledge Base (ACKB) as a foundational resource and propose a knowledge-driven approach (KD-CVG) to overcome the knowledge limitations of existing models. KD-CVG consists of two primary modules: Semantic-Aware Retrieval (SAR) and Multimodal Knowledge Reference (MKR). SAR utilizes the semantic awareness of graph attention networks and reinforcement learning feedback to enhance the model's comprehension of the connections between selling points and creative videos. Building on this, MKR incorporates semantic and motion priors into the T2V model to address existing knowledge gaps. Extensive experiments have demonstrated KD-CVG's superior performance in achieving semantic alignment and motion adaptability, validating its effectiveness over other state-of-the-art methods. The code and dataset will be open source at https://kdcvg.github.io/KDCVG/.

Current benchmarks for evaluating large language models (LLMs) in social media moderation completely overlook a serious threat: covert advertisements, which disguise themselves as regular posts to deceive and mislead consumers into making purchases, leading to significant ethical and legal concerns. In this paper, we present the CHASM, a first-of-its-kind dataset designed to evaluate the capability of Multimodal Large Language Models (MLLMs) in detecting covert advertisements on social media. CHASM is a high-quality, anonymized, manually curated dataset consisting of 4,992 instances, based on real-world scenarios from the Chinese social media platform Rednote. The dataset was collected and annotated under strict privacy protection and quality control protocols. It includes many product experience sharing posts that closely resemble covert advertisements, making the dataset particularly challenging.The results show that under both zero-shot and in-context learning settings, none of the current MLLMs are sufficiently reliable for detecting covert advertisements.Our further experiments revealed that fine-tuning open-source MLLMs on our dataset yielded noticeable performance gains. However, significant challenges persist, such as detecting subtle cues in comments and differences in visual and textual structures.We provide in-depth error analysis and outline future research directions. We hope our study can serve as a call for the research community and platform moderators to develop more precise defenses against this emerging threat.

We introduce a new budgeted framework for online influence maximization, considering the total cost of an advertising campaign instead of the common cardinality constraint on a chosen influencer set. Our approach better models the real-world setting where the cost of influencers varies and advertisers want to find the best value for their overall social advertising budget. We propose an algorithm assuming an independent cascade diffusion model and edge level semi-bandit feedback, and provide both theoretical and experimental results. Our analysis is also valid for the cardinality constraint setting and improves the state of the art regret bound in this case.