{"id":"https://openalex.org/W7133357842","doi":"https://doi.org/10.48550/arxiv.2603.01590","title":"IDProxy: Cold-Start CTR Prediction for Ads and Recommendation at Xiaohongshu with Multimodal LLMs","display_name":"IDProxy: Cold-Start CTR Prediction for Ads and Recommendation at Xiaohongshu with Multimodal LLMs","publication_year":2026,"publication_date":"2026-03-02","ids":{"openalex":"https://openalex.org/W7133357842","doi":"https://doi.org/10.48550/arxiv.2603.01590"},"language":null,"primary_location":{"id":"doi:10.48550/arxiv.2603.01590","is_oa":true,"landing_page_url":"https://doi.org/10.48550/arxiv.2603.01590","pdf_url":null,"source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"},"type":"preprint","indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.48550/arxiv.2603.01590","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5100700236","display_name":"Yubin Zhang","orcid":"https://orcid.org/0000-0001-8539-1474"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Zhang, Yubin","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5128015012","display_name":"Haiming Xu","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Xu, Haiming","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5078969242","display_name":"Guillaume Salha-Galvan","orcid":"https://orcid.org/0000-0002-2452-1041"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Salha-Galvan, Guillaume","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5127945738","display_name":"Ruiyan Han","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Han, Ruiyan","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5128028589","display_name":"Feiyang Xiao","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Xiao, Feiyang","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5049117134","display_name":"Yanhua Huang","orcid":"https://orcid.org/0000-0002-3069-4811"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Huang, Yanhua","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5127908095","display_name":"Li Lin","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Lin, Li","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"middle","author":{"id":"https://openalex.org/A5127987901","display_name":"Yang Luo","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Luo, Yang","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5127990904","display_name":"Yao Hu","orcid":null},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Hu, Yao","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":9,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.7817000150680542,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T10203","display_name":"Recommender Systems and Techniques","score":0.7817000150680542,"subfield":{"id":"https://openalex.org/subfields/1710","display_name":"Information Systems"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10664","display_name":"Sentiment Analysis and Opinion Mining","score":0.06639999896287918,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.02410000003874302,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/ranking","display_name":"Ranking (information retrieval)","score":0.5967000126838684},{"id":"https://openalex.org/keywords/proxy","display_name":"Proxy (statistics)","score":0.5620999932289124},{"id":"https://openalex.org/keywords/embedding","display_name":"Embedding","score":0.49239999055862427},{"id":"https://openalex.org/keywords/space","display_name":"Space (punctuation)","score":0.39309999346733093},{"id":"https://openalex.org/keywords/exploit","display_name":"Exploit","score":0.36239999532699585},{"id":"https://openalex.org/keywords/recommender-system","display_name":"Recommender system","score":0.35499998927116394}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.7095000147819519},{"id":"https://openalex.org/C189430467","wikidata":"https://www.wikidata.org/wiki/Q7293293","display_name":"Ranking (information retrieval)","level":2,"score":0.5967000126838684},{"id":"https://openalex.org/C2780148112","wikidata":"https://www.wikidata.org/wiki/Q1432581","display_name":"Proxy (statistics)","level":2,"score":0.5620999932289124},{"id":"https://openalex.org/C41608201","wikidata":"https://www.wikidata.org/wiki/Q980509","display_name":"Embedding","level":2,"score":0.49239999055862427},{"id":"https://openalex.org/C23123220","wikidata":"https://www.wikidata.org/wiki/Q816826","display_name":"Information retrieval","level":1,"score":0.40290001034736633},{"id":"https://openalex.org/C2778572836","wikidata":"https://www.wikidata.org/wiki/Q380933","display_name":"Space (punctuation)","level":2,"score":0.39309999346733093},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.3691999912261963},{"id":"https://openalex.org/C165696696","wikidata":"https://www.wikidata.org/wiki/Q11287","display_name":"Exploit","level":2,"score":0.36239999532699585},{"id":"https://openalex.org/C557471498","wikidata":"https://www.wikidata.org/wiki/Q554950","display_name":"Recommender system","level":2,"score":0.35499998927116394},{"id":"https://openalex.org/C26517878","wikidata":"https://www.wikidata.org/wiki/Q228039","display_name":"Key (lock)","level":2,"score":0.3490999937057495},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.3411000072956085},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.33149999380111694},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.3109000027179718},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.3000999987125397},{"id":"https://openalex.org/C2780102126","wikidata":"https://www.wikidata.org/wiki/Q10928179","display_name":"Online and offline","level":2,"score":0.28929999470710754},{"id":"https://openalex.org/C86037889","wikidata":"https://www.wikidata.org/wiki/Q4330127","display_name":"Learning to rank","level":3,"score":0.28859999775886536},{"id":"https://openalex.org/C124101348","wikidata":"https://www.wikidata.org/wiki/Q172491","display_name":"Data mining","level":1,"score":0.27489998936653137},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.2703000009059906},{"id":"https://openalex.org/C204321447","wikidata":"https://www.wikidata.org/wiki/Q30642","display_name":"Natural language processing","level":1,"score":0.26980000734329224},{"id":"https://openalex.org/C137293760","wikidata":"https://www.wikidata.org/wiki/Q3621696","display_name":"Language model","level":2,"score":0.2667999863624573}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.48550/arxiv.2603.01590","is_oa":true,"landing_page_url":"https://doi.org/10.48550/arxiv.2603.01590","pdf_url":null,"source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":null,"raw_source_name":null,"raw_type":"article"}],"best_oa_location":{"id":"doi:10.48550/arxiv.2603.01590","is_oa":true,"landing_page_url":"https://doi.org/10.48550/arxiv.2603.01590","pdf_url":null,"source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"},"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":[],"abstract_inverted_index":{"Click-through":[0],"rate":[1],"(CTR)":[2],"models":[3,31],"in":[4,17,98],"advertising":[5],"and":[6,62,84,102],"recommendation":[7],"systems":[8],"rely":[9],"heavily":[10],"on":[11],"item":[12,18],"ID":[13,59],"embeddings,":[14],"which":[15,93],"struggle":[16],"cold-start":[19],"settings.":[20],"We":[21],"present":[22],"IDProxy,":[23,92],"a":[24],"solution":[25],"that":[26],"leverages":[27],"multimodal":[28],"large":[29],"language":[30],"(MLLMs)":[32],"to":[33],"generate":[34],"proxy":[35],"embeddings":[36],"from":[37],"rich":[38],"content":[39],"signals,":[40],"enabling":[41],"effective":[42],"CTR":[43,67],"prediction":[44],"for":[45],"new":[46],"items":[47],"without":[48],"usage":[49],"data.":[50],"These":[51],"proxies":[52],"are":[53,63],"explicitly":[54],"aligned":[55],"with":[56,70],"the":[57,71,89],"existing":[58,78],"embedding":[60],"space":[61],"optimized":[64],"end-to-end":[65],"under":[66],"objectives":[68],"together":[69],"ranking":[72,80],"model,":[73],"allowing":[74],"seamless":[75],"integration":[76],"into":[77],"large-scale":[79],"pipelines.":[81],"Offline":[82],"experiments":[83],"online":[85],"A/B":[86],"tests":[87],"demonstrate":[88],"effectiveness":[90],"of":[91,106,112,114],"has":[94],"been":[95],"successfully":[96],"deployed":[97],"both":[99],"Content":[100],"Feed":[101],"Display":[103],"Ads":[104],"features":[105],"Xiaohongshu's":[107],"Explore":[108],"Feed,":[109],"serving":[110],"hundreds":[111],"millions":[113],"users":[115],"daily.":[116]},"counts_by_year":[],"updated_date":"2026-06-11T09:08:48.828518","created_date":"2026-03-04T00:00:00"}