Beyond Self-Consistency: Loss-Balanced Perturbation-Based Regularization Improves Industrial-Scale Ads Ranking

Perturbation-based regularization techniques address many challenges in industrial-scale large models, particularly with sparse labels, and emphasize consistency and invariance for perturbation in model predictions. One of the popular regularization techniques has been various forms of self-consistency, which involve making small modifications to input data while preserving contextual information and enforcing similar predictions through auxiliary loss functions. In this work, we explore the first successful application of perturbation-based regularization algorithms in large-scale ads ranking models, and further propose a novel regularization algorithm, namely, Loss-Balanced Small Perturbation Regularization (LSPR) that can be used in potentially any deep learning model. We have successfully demonstrate that both Self-Consistency Regularization approaches (SCR) and LSPR are scalable and can improve ads delivery systems. By conducting industrial-scale experiments, and numerical analysis, we additionally show that our proposed LSPR, performs consistently better compared to SCR, across various groups and signal availability setups. Finally, we report a successful application of the proposed LSPR in a billion-scale industrial ranking system, which to the best of our knowledge, is the first of its kind, and it is specially designed to address the various scalability challenges (e.g, various surfaces, geological locations, clients and so on) as we will mention in this paper.

@article{ramazanli2025_2502.18478,
  title={ Beyond Self-Consistency: Loss-Balanced Perturbation-Based Regularization Improves Industrial-Scale Ads Ranking },
  author={ Ilqar Ramazanli and Hamid Eghbalzadeh and Xiaoyi Liu and Yang Wang and Jiaxiang Fu and Kaushik Rangadurai and Sem Park and Bo Long and Xue Feng },
  journal={arXiv preprint arXiv:2502.18478},
  year={ 2025 }
}