# OrDA: Orthogonal Disentanglement of Access Habits Framework for Homepage Marketing Block Recommendations

arXiv: https://arxiv.org/abs/2607.13420 · HTML: https://mlsanity.com/paper/2607.13420/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 10 of its 18 references that are in the map.
- First posted on arXiv 15 Jul 2026.

## Builds on (most cited first, 10 of 10)

- [Domain Separation Networks](https://mlsanity.com/paper/1608.06019/) (2016)
- [Recommendations as Treatments: Debiasing Learning and Evaluation](https://mlsanity.com/paper/1602.05352/) (2016)
- [Entire Space Multi-Task Model: An Effective Approach for Estimating Post-Click Conversion Rate](https://mlsanity.com/paper/1804.07931/) (2018)
- [Cosine Normalization: Using Cosine Similarity Instead of Dot Product in Neural Networks](https://mlsanity.com/paper/1702.05870/) (2017)
- [MaskNet: Introducing Feature-Wise Multiplication to CTR Ranking Models by Instance-Guided Mask](https://mlsanity.com/paper/2102.07619/) (2021)
- [ESCM2: Entire Space Counterfactual Multi-Task Model for Post-Click Conversion Rate Estimation](https://mlsanity.com/paper/2204.05125/) (2022)
- [Large-scale Causal Approaches to Debiasing Post-click Conversion Rate Estimation with Multi-task Learning](https://mlsanity.com/paper/1910.09337/) (2019)
- [DCMT: A Direct Entire-Space Causal Multi-Task Framework for Post-Click Conversion Estimation](https://mlsanity.com/paper/2302.06141/) (2023)
- [Introduction to Judea Pearl's Do-Calculus](https://mlsanity.com/paper/1305.5506/) (2013)
- [USD: A User-Intent-Driven Sampling and Dual-Debiasing Framework for Large-Scale Homepage Recommendations](https://mlsanity.com/paper/2507.06503/) (2025)

## Abstract (arXiv)

Clicks on homepage marketing blocks are driven by a dual-mechanism of content interest and access habits. However, habitual clicks often create Pseudo-Positives in marketing slots, where position advantage masks mediocre content quality, leading to biased recommendation ecosystems. We propose a framework called Orthogonal Disentanglement of Access habits (OrDA) to purify interest signals. OrDA utilizes a dual-tower structure with a gated allocation layer to adaptively route features and minimize interference. To ensure rigorous separation, we employ orthogonal regularization to constrain the latent interest and habit manifolds to be geometrically perpendicular. OrDA performs causal intervention (do-calculus) during inference to rank items solely by purified interest scores. Empirical online evaluations on large-scale datasets demonstrate that OrDA effectively eliminates access-habit bias, outperforming state-of-the-art methods in predictive accuracy. Online AB test 5.64% shows user click-through rates (UCTR) improvement on the Zhima homepage marketing block, Zhima rent-floor recommendation.