UniVA让生成式广告推荐同时兼顾用户相关性和商业价值。

Generative Recommendation (GR) reformulates recommendation as next-token generation over item Semantic IDs (SIDs) and has shown promise in industrial applications. However, extending GR to advertising is non-trivial, as advertising recommendation must jointly account for user relevance and commercial value. This creates a mismatch: high generation likelihood does not necessarily imply high advertising utility. As a result, valuable ads may be poorly distinguished in the SID space, pruned during autoregressive decoding, or missed when request-invalid branches consume limited beam capacity during online serving. To address this problem, we propose UniVA, a Unified Value Alignment framework for generative advertising recommendation. UniVA aligns commercial value across the entire pipeline of SID construction, autoregressive decoding, and online serving. Commercial SID Tokenization injects business attributes and bid information into SID construction. A Generation-as-Ranking SID Decoder then fuses generation scores with token-level value estimates during autoregressive decoding. {Finally, Value-Aware Constrained Serving restricts the fused decoding process to request-valid SID paths through a personalized trie.} Experiments on the Tencent WeChat Channels advertising platform show that UniVA achieves a 37.04\% relative improvement in offline Hit Rate@100 over the baseline and lifts gross merchandise value (GMV) by 1.5\% in online A/B tests.