Query- and Candidate-Aware Long User Sequence Modeling for Sponsored Product Ranking in Search

원문 초록

User sequence modeling is widely used in recommendation and advertising. Search ranking presents an additional challenge: the current query expresses immediate intent, while a candidate product determines which parts of a user's long-term history are relevant. We present a production sequence framework for sponsored-product ranking that augments recent behavior with two retrieval channels over long-term history: candidate-nearest-neighbor retrieval and query-nearest-neighbor retrieval. The selected actions are encoded together with dedicated query and candidate context tokens, while candidate-aware early fusion injects the candidate into every history token. Offline ablations show that dual retrieval improves major ranking metrics relative to the production baseline. In an online A/B test on sponsored-product search traffic, the model increased CTR, attributed conversion rate, and orders per impression.