# MIM: Multi-modal Content Interest Modeling Paradigm for User Behavior Modeling

arXiv: https://arxiv.org/abs/2502.00321 · HTML: https://mlsanity.com/paper/2502.00321/

## Key facts

- Cited by 3 papers in the map (data through 14 Oct 2026).
- Builds on 22 of its 40 references that are in the map.
- First posted on arXiv 1 Feb 2025.

## Builds on (most cited first, 22 of 22)

- [BERT: Pre-training of Deep Bidirectional Transformers for Language Understanding](https://mlsanity.com/paper/1810.04805/) (2018)
- [An Image is Worth 16x16 Words: Transformers for Image Recognition at Scale](https://mlsanity.com/paper/2010.11929/) (2020)
- [LLaMA: Open and Efficient Foundation Language Models](https://mlsanity.com/paper/2302.13971/) (2023)
- [Swin Transformer: Hierarchical Vision Transformer using Shifted Windows](https://mlsanity.com/paper/2103.14030/) (2021)
- [Flamingo: a Visual Language Model for Few-Shot Learning](https://mlsanity.com/paper/2204.14198/) (2022)
- [Distributed Representations of Words and Phrases and their Compositionality](https://mlsanity.com/paper/1310.4546/) (2013)
- [XLNet: Generalized Autoregressive Pretraining for Language Understanding](https://mlsanity.com/paper/1906.08237/) (2019)
- [BEiT: BERT Pre-Training of Image Transformers](https://mlsanity.com/paper/2106.08254/) (2021)
- [ViLBERT: Pretraining Task-Agnostic Visiolinguistic Representations for Vision-and-Language Tasks](https://mlsanity.com/paper/1908.02265/) (2019)
- [Unsupervised Feature Learning via Non-Parametric Instance-level Discrimination](https://mlsanity.com/paper/1805.01978/) (2018)
- [LXMERT: Learning Cross-Modality Encoder Representations from Transformers](https://mlsanity.com/paper/1908.07490/) (2019)
- [ConvNeXt V2: Co-designing and Scaling ConvNets with Masked Autoencoders](https://mlsanity.com/paper/2301.00808/) (2023)
- [Image as a Foreign Language: BEiT Pretraining for All Vision and Vision-Language Tasks](https://mlsanity.com/paper/2208.10442/) (2022)
- [GCC: Graph Contrastive Coding for Graph Neural Network Pre-Training](https://mlsanity.com/paper/2006.09963/) (2020)
- [Tensor Fusion Network for Multimodal Sentiment Analysis](https://mlsanity.com/paper/1707.07250/) (2017)
- [EVA-02: A Visual Representation for Neon Genesis](https://mlsanity.com/paper/2303.11331/) (2023)
- [Deep Interest Evolution Network for Click-Through Rate Prediction](https://mlsanity.com/paper/1809.03672/) (2018)
- [Search-based User Interest Modeling with Lifelong Sequential Behavior Data for Click-Through Rate Prediction](https://mlsanity.com/paper/2006.05639/) (2020)
- [Behavior Sequence Transformer for E-commerce Recommendation in Alibaba](https://mlsanity.com/paper/1905.06874/) (2019)
- [Empowering News Recommendation with Pre-trained Language Models](https://mlsanity.com/paper/2104.07413/) (2021)
- [MISSRec: Pre-training and Transferring Multi-modal Interest-aware Sequence Representation for Recommendation](https://mlsanity.com/paper/2308.11175/) (2023)
- [One Person, One Model, One World: Learning Continual User Representation without Forgetting](https://mlsanity.com/paper/2009.13724/) (2020)

## Built on by (most cited first, 3 of 3)

- [MOON2.0: Dynamic Modality-balanced Multimodal Representation Learning for E-commerce Product Understanding](https://mlsanity.com/paper/2511.12449/) (2025)
- [MOON3.0: Reasoning-aware Multimodal Representation Learning for E-commerce Product Understanding](https://mlsanity.com/paper/2604.00513/) (2026)
- [PCR-CA: Parallel Codebook Representations with Contrastive Alignment for Multiple-Category App Recommendation](https://mlsanity.com/paper/2508.18166/) (2025)

## Abstract (arXiv)

Click-Through Rate (CTR) prediction is a crucial task in recommendation systems, online searches, and advertising platforms, where accurately capturing users' real interests in content is essential for performance. However, existing methods heavily rely on ID embeddings, which fail to reflect users' true preferences for content such as images and titles. This limitation becomes particularly evident in cold-start and long-tail scenarios, where traditional approaches struggle to deliver effective results. To address these challenges, we propose a novel Multi-modal Content Interest Modeling paradigm (MIM), which consists of three key stages: Pre-training, Content-Interest-Aware Supervised Fine-Tuning (C-SFT), and Content-Interest-Aware UBM (CiUBM). The pre-training stage adapts foundational models to domain-specific data, enabling the extraction of high-quality multi-modal embeddings. The C-SFT stage bridges the semantic gap between content and user interests by leveraging user behavior signals to guide the alignment of embeddings with user preferences. Finally, the CiUBM stage integrates multi-modal embeddings and ID-based collaborative filtering signals into a unified framework. Comprehensive offline experiments and online A/B tests conducted on the Taobao, one of the world's largest e-commerce platforms, demonstrated the effectiveness and efficiency of MIM method. The method has been successfully deployed online, achieving a significant increase of +14.14% in CTR and +4.12% in RPM, showcasing its industrial applicability and substantial impact on platform performance. To promote further research, we have publicly released the code and dataset at https://pan.quark.cn/s/8fc8ec3e74f3.