User behavior modeling -- which aims to extract user interests from behavioral data -- has shown great power in Click-through rate (CTR) prediction, a key component in recommendation systems. Recently, attention-based algorithms have become a promising direction, as attention mechanisms emphasize the relevant interactions from rich behaviors. However, the methods struggle to capture the preferences of tail users with sparse interaction histories. To address the problem, we propose a novel variational inference approach, namely Group Prior Sampler Variational Inference (GPSVI), which introduces group preferences as priors to refine latent user interests for tail users. In GPSVI, the extent of adjustments depends on the estimated uncertainty of individual preference modeling. In addition, We further enhance the expressive power of variational inference by a volume-preserving flow. An appealing property of the GPSVI method is its ability to revert to traditional attention for head users with rich behavioral data while consistently enhancing performance for long-tail users with sparse behaviors. Rigorous analysis and extensive experiments demonstrate that GPSVI consistently improves the performance of tail users. Moreover, online A/B testing on a large-scale real-world recommender system further confirms the effectiveness of our proposed approach.

In an era of information explosion, recommendation systems play an important role in people's daily life by facilitating content exploration. It is known that user activeness, i.e., number of behaviors, tends to follow a long-tail distribution, where the majority of users are with low activeness. In practice, we observe that tail users suffer from significantly lower-quality recommendation than the head users after joint training. We further identify that a model trained on tail users separately still achieve inferior results due to limited data. Though long-tail distributions are ubiquitous in recommendation systems, improving the recommendation performance on the tail users still remains challenge in both research and industry. Directly applying related methods on long-tail distribution might be at risk of hurting the experience of head users, which is less affordable since a small portion of head users with high activeness contribute a considerate portion of platform revenue. In this paper, we propose a novel approach that significantly improves the recommendation performance of the tail users while achieving at least comparable performance for the head users over the base model. The essence of this approach is a novel Gradient Aggregation technique that learns common knowledge shared by all users into a backbone model, followed by separate plugin prediction networks for the head users and the tail users personalization. As for common knowledge learning, we leverage the backward adjustment from the causality theory for deconfounding the gradient estimation and thus shielding off the backbone training from the confounder, i.e., user activeness. We conduct extensive experiments on two public recommendation benchmark datasets and a large-scale industrial datasets collected from the Alipay platform. Empirical studies validate the rationality and effectiveness of our approach.

Sequential user behavior modeling plays a crucial role in online user-oriented services, such as product purchasing, news feed consumption, and online advertising. The performance of sequential modeling heavily depends on the scale and quality of historical behaviors. However, the number of user behaviors inherently follows a long-tailed distribution, which has been seldom explored. In this work, we argue that focusing on tail users could bring more benefits and address the long tails issue by learning transferrable parameters from both optimization and feature perspectives. Specifically, we propose a gradient alignment optimizer and adopt an adversarial training scheme to facilitate knowledge transfer from the head to the tail. Such methods can also deal with the cold-start problem of new users. Moreover, it could be directly adaptive to various well-established sequential models. Extensive experiments on four real-world datasets verify the superiority of our framework compared with the state-of-the-art baselines.