# MAP: A Model-agnostic Pretraining Framework for Click-through Rate Prediction

arXiv: https://arxiv.org/abs/2308.01737 · HTML: https://mlsanity.com/paper/2308.01737/

## Key facts

- Cited by 10 papers in the map (data through 14 Oct 2026).
- Builds on 54 of its 74 references that are in the map.
- First posted on arXiv 3 Aug 2023.

## Builds on (most cited first, 30 of 54)

- [Attention Is All You Need](https://mlsanity.com/paper/1706.03762/) (2017)
- [BERT: Pre-training of Deep Bidirectional Transformers for Language Understanding](https://mlsanity.com/paper/1810.04805/) (2018)
- [Language Models are Few-Shot Learners](https://mlsanity.com/paper/2005.14165/) (2020)
- [RoBERTa: A Robustly Optimized BERT Pretraining Approach](https://mlsanity.com/paper/1907.11692/) (2019)
- [A Simple Framework for Contrastive Learning of Visual Representations](https://mlsanity.com/paper/2002.05709/) (2020)
- [Representation Learning with Contrastive Predictive Coding](https://mlsanity.com/paper/1807.03748/) (2018)
- [Momentum Contrast for Unsupervised Visual Representation Learning](https://mlsanity.com/paper/1911.05722/) (2019)
- [Masked Autoencoders Are Scalable Vision Learners](https://mlsanity.com/paper/2111.06377/) (2021)
- [mixup: Beyond Empirical Risk Minimization](https://mlsanity.com/paper/1710.09412/) (2017)
- [Squeeze-and-Excitation Networks](https://mlsanity.com/paper/1709.01507/) (2017)
- [Bootstrap your own latent: A new approach to self-supervised Learning](https://mlsanity.com/paper/2006.07733/) (2020)
- [Efficient Estimation of Word Representations in Vector Space](https://mlsanity.com/paper/1301.3781/) (2013)
- [XLNet: Generalized Autoregressive Pretraining for Language Understanding](https://mlsanity.com/paper/1906.08237/) (2019)
- [Improved Baselines with Momentum Contrastive Learning](https://mlsanity.com/paper/2003.04297/) (2020)
- [Unsupervised Feature Learning via Non-Parametric Instance-level Discrimination](https://mlsanity.com/paper/1805.01978/) (2018)
- [Big Self-Supervised Models are Strong Semi-Supervised Learners](https://mlsanity.com/paper/2006.10029/) (2020)
- [Contrastive Multiview Coding](https://mlsanity.com/paper/1906.05849/) (2019)
- [Neural Collaborative Filtering](https://mlsanity.com/paper/1708.05031/) (2017)
- [BERT4Rec: Sequential Recommendation with Bidirectional Encoder Representations from Transformer](https://mlsanity.com/paper/1904.06690/) (2019)
- [On Layer Normalization in the Transformer Architecture](https://mlsanity.com/paper/2002.04745/) (2020)
- [Self-supervised Learning: Generative or Contrastive](https://mlsanity.com/paper/2006.08218/) (2020)
- [DeepFM: A Factorization-Machine based Neural Network for CTR Prediction](https://mlsanity.com/paper/1703.04247/) (2017)
- [Deep & Cross Network for Ad Click Predictions](https://mlsanity.com/paper/1708.05123/) (2017)
- [DCN V2: Improved Deep & Cross Network and Practical Lessons for Web-scale Learning to Rank Systems](https://mlsanity.com/paper/2008.13535/) (2020)
- [With a Little Help from My Friends: Nearest-Neighbor Contrastive Learning of Visual Representations](https://mlsanity.com/paper/2104.14548/) (2021)
- [AutoInt: Automatic Feature Interaction Learning via Self-Attentive Neural Networks](https://mlsanity.com/paper/1810.11921/) (2018)
- [xDeepFM: Combining Explicit and Implicit Feature Interactions for Recommender Systems](https://mlsanity.com/paper/1803.05170/) (2018)
- [Neural Factorization Machines for Sparse Predictive Analytics](https://mlsanity.com/paper/1708.05027/) (2017)
- [SCARF: Self-Supervised Contrastive Learning using Random Feature Corruption](https://mlsanity.com/paper/2106.15147/) (2021)
- [Product-based Neural Networks for User Response Prediction](https://mlsanity.com/paper/1611.00144/) (2016)

## Built on by (most cited first, 10 of 10)

- [ReLLa: Retrieval-enhanced Large Language Models for Lifelong Sequential Behavior Comprehension in Recommendation](https://mlsanity.com/paper/2308.11131/) (2023)
- [ClickPrompt: CTR Models are Strong Prompt Generators for Adapting Language Models to CTR Prediction](https://mlsanity.com/paper/2310.09234/) (2023)
- [A Survey on Diffusion Models for Recommender Systems](https://mlsanity.com/paper/2409.05033/) (2024)
- [Towards Efficient and Effective Unlearning of Large Language Models for Recommendation](https://mlsanity.com/paper/2403.03536/) (2024)
- [FLIP: Fine-grained Alignment between ID-based Models and Pretrained Language Models for CTR Prediction](https://mlsanity.com/paper/2310.19453/) (2023)
- [An Automatic Graph Construction Framework based on Large Language Models for Recommendation](https://mlsanity.com/paper/2412.18241/) (2024)
- [Field Matters: A Lightweight LLM-enhanced Method for CTR Prediction](https://mlsanity.com/paper/2505.14057/) (2025)
- [Large Language Models Make Sample-Efficient Recommender Systems](https://mlsanity.com/paper/2406.02368/) (2024)
- [TayFCS: Towards Light Feature Combination Selection for Deep Recommender Systems](https://mlsanity.com/paper/2507.03895/) (2025)
- [Full-Stack Optimized Large Language Models for Lifelong Sequential Behavior Comprehension in Recommendation](https://mlsanity.com/paper/2501.13344/) (2025)

## Abstract (arXiv)

With the widespread application of personalized online services, click-through rate (CTR) prediction has received more and more attention and research. The most prominent features of CTR prediction are its multi-field categorical data format, and vast and daily-growing data volume. The large capacity of neural models helps digest such massive amounts of data under the supervised learning paradigm, yet they fail to utilize the substantial data to its full potential, since the 1-bit click signal is not sufficient to guide the model to learn capable representations of features and instances. The self-supervised learning paradigm provides a more promising pretrain-finetune solution to better exploit the large amount of user click logs, and learn more generalized and effective representations. However, self-supervised learning for CTR prediction is still an open question, since current works on this line are only preliminary and rudimentary. To this end, we propose a Model-agnostic pretraining (MAP) framework that applies feature corruption and recovery on multi-field categorical data, and more specifically, we derive two practical algorithms: masked feature prediction (MFP) and replaced feature detection (RFD). MFP digs into feature interactions within each instance through masking and predicting a small portion of input features, and introduces noise contrastive estimation (NCE) to handle large feature spaces. RFD further turns MFP into a binary classification mode through replacing and detecting changes in input features, making it even simpler and more effective for CTR pretraining. Our extensive experiments on two real-world large-scale datasets (i.e., Avazu, Criteo) demonstrate the advantages of these two methods on several strong backbones (e.g., DCNv2, DeepFM), and achieve new state-of-the-art performance in terms of both effectiveness and efficiency for CTR prediction.