通过语义标记统一处理用户行为与字段特征,提升点击后转化率预测精度。
RoleMix: Unifying Sequential and Non-Sequential Features via Semantic Tokenization for Post-Click Conversion Rate Prediction

- 将非序列特征转为带语义的角色标记,序列行为压缩为上下文感知的查询标记。
- 在腾讯KDD杯挑战赛上实现83.648%在线AUC,比基线提升1.953%。
- 适合工业级推荐系统中需要精细建模多源信号的场景。
点击后转化率(PCVR)预测是工业推荐系统的核心,但受限于稀疏无序的多字段特征与长序列行为历史之间的结构不匹配。现有模型常采用独立路径处理并后期融合,削弱了语义角色且限制跨信号优化。本文提出RoleMix,一种统一交互架构,通过共享的角色保持标记接口表示序列与非序列证据。非序列字段转化为保留用户、物品、成对、密集、上下文及跨特征角色的显式语义标记;长行为域则通过两级分层窗口注意力压缩为物品与上下文感知的序列查询标记。最终全局语义与序列查询标记由堆叠的UniMixing-Lite模块联合优化,用于PCVR预测。在大规模KDD Cup 2026腾讯UniRec挑战赛中,RoleMix实现83.648%在线AUC,优于官方工业基线1.953%。消融实验表明,语义标记化带来最大独立增益,凸显关键原则:在大规模PCVR建模中,保持字段语义于标记接口层面,与扩展交互主干同等重要。
原文摘要 · Abstract (English)
Post-click conversion rate (PCVR) prediction is central to industrial recommendation, but remains challenged by the structural mismatch between sparse, unordered multi-field features and long, domain-specific behavior histories. Existing models often process these signals through separate pathways and fuse them late, weakening semantic roles and limiting cross-signal refinement. We propose RoleMix, a unified interaction architecture that represents sequential and non-sequential evidence through a shared, role-preserving token interface. Non-sequential fields are converted into explicit semantic tokens that preserve user, item, pairwise, dense, contextual, and cross-feature roles, while long behavior domains are compressed into item- and context-aware sequence-query tokens through two-stage hierarchical window attention. The resulting global, semantic, and sequence-query tokens are jointly refined by stacked UniMixing-Lite blocks for PCVR prediction. On the large-scale KDD Cup 2026 Tencent UniRec Challenge, RoleMix achieves 83.648% online AUC, outperforming the official industrial baseline by 1.953%. Ablation studies show that semantic tokenization yields the largest isolated gain, highlighting a key principle for large-scale PCVR modeling: preserving field semantics at the token-interface level is as important as scaling the interaction backbone.
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