Beyond Positive Signals: Unlocking Implicit Negative Behaviors for Enhanced Sequential User Modeling (opens in new tab)

User behavior sequence modeling has become a central component in modern click-through rate (CTR) prediction. Over the past years, the community has invested substantial effort into improving how sequences are encoded, from target-aware attention and interest evolution networks to unified architectures that jointly process sequential and non-sequential features. However, a more fundamental question remains under-explored: what should constitute ...