Quantizing Intent: Cross-Domain Semantic IDs from Organic Activity for Industrial Ranking
About
Ads click-through rate (CTR) prediction is constrained by sparse user supervision: most users engage with ads infrequently while generating dense behavioral evidence in organic surfaces such as feed. Transferring these cross-domain signals into ads ranking is difficult due to domain mismatch, serving cost, and production complexity. We introduce cross-domain user Semantic IDs (SIDs) derived from organic feed activity and show that behavioral activity richness governs cross-domain transfer quality: SIDs from user profile text yield +0.036% AUC, SIDs from an activity-tuned LLaMA-based user embedding model yield +0.107%, and SIDs from direct feed activity behavioral embeddings yield +0.213%. We further propose RQ-FSQ, a residual finite scalar quantization method that discretizes pre-trained embeddings while matching dense-embedding AUC at substantially smaller storage. Across two heterogeneous sources, RQ-FSQ matches or slightly exceeds dense source embeddings, achieving +0.351% AUC for Feed Activity at about 30x smaller storage and +0.265% AUC for Activity-Tuned LLaMA at about 280x smaller storage. We also introduce a Hierarchical Discrete Embedding module that encodes multi-level SIDs through prefix n-gram sparse embedding tables trained end-to-end under the CTR objective. In a large-scale industrial ads ranking system, cold-start segment analysis shows gains up to +1.522% for users with near-zero ad interaction history, validating cross-domain behavioral transfer as an effective bridge for sparse-history ranking.