arXiv:2511.18997cs.IR2025-11KDD被引 4

针对短视频推荐中的多策略冲突,提出可动态优化权衡的因果建模框架。

Heterogeneous Multi-treatment Uplift Modeling for Trade-off Optimization in Short-Video Recommendation

  • 构建双模块框架,分离捕捉多策略协同与个体效应
  • 在线实时估计用户响应权重,实现个性化权衡优化
  • 在快手平台验证,显著提升观看时长与播放量等核心指标

社交媒体上短视频的爆发式增长为推荐系统带来独特挑战与机遇。用户偏好异质,不同策略带来的响应常相互冲突,例如观看时长与视频播放量之间可能呈现负相关。现有提升模型难以处理短视频推荐中的异质多策略场景,无法有效捕捉策略间的协同与独立因果效应。同时,传统固定权重的平衡方法缺乏个性化,易导致决策偏差。为此,我们提出新型异质多策略提升建模(HMUM)框架,用于短视频推荐中的权衡优化。该框架包含离线混合提升建模(HUM)模块,用于捕捉多种策略的协同与个体效应;以及在线动态决策模块(DDM),实时估计不同用户响应的价值权重,实现个性化决策。在两个公开数据集、一个工业数据集及快手平台的线上A/B实验中,模型展现出优越的离线性能,并在关键指标上取得显著提升。目前该模型已全面部署于平台,服务数亿用户。

原文摘要 · Abstract (English)

The rapid proliferation of short videos on social media platforms presents unique challenges and opportunities for recommendation systems. Users exhibit diverse preferences, and the responses resulting from different strategies often conflict with one another, potentially exhibiting inverse correlations between metrics such as watch time and video view counts. Existing uplift models face limitations in handling the heterogeneous multi-treatment scenarios of short-video recommendations, often failing to effectively capture both the synergistic and individual causal effects of different strategies. Furthermore, traditional fixed-weight approaches for balancing these responses lack personalization and can result in biased decision-making. To address these issues, we propose a novel Heterogeneous Multi-treatment Uplift Modeling (HMUM) framework for trade-off optimization in short-video recommendations. HMUM comprises an Offline Hybrid Uplift Modeling (HUM) module, which captures the synergistic and individual effects of multiple strategies, and an Online Dynamic Decision-Making (DDM) module, which estimates the value weights of different user responses in real-time for personalized decision-making. Evaluated on two public datasets, an industrial dataset, and through online A/B experiments on the Kuaishou platform, our model demonstrated superior offline performance and significant improvements in key metrics. It is now fully deployed on the platform, benefiting hundreds of millions of users.

推荐系统因果推断多策略优化

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