WWW 2025 Papers

Personalized content filtering, such as recommender systems, has become a critical infrastructure to alleviate information overload. However, these systems merely filter existing content and are constrained by its limited diversity, making it difficult to meet users’ varied content needs. To address this limitation, personalized content generation has emerged as a promising direction with broad applications. Nevertheless, most existing research focuses on personalized text generation, with relatively little attention given to personalized image generation. The limited work in personalized image generation faces challenges in accurately capturing users’ visual preferences and needs from noisy user-interacted images and complex multimodal instructions. Worse still, there is a lack of supervised data for training personalized image generation models. To overcome the challenges, we propose a Personalized Image Generation Framework named Pigeon, which adopts exceptional large multimodal models with three dedicated modules to capture users’ visual preferences and needs from noisy user history and multimodal instructions. To alleviate the data scarcity, we introduce a two-stage preference alignment scheme, comprising masked preference reconstruction and pairwise preference alignment, to align Pigeon with the personalized image generation task. We apply Pigeon to personalized sticker and movie poster generation, where extensive quantitative results and human evaluation highlight the superiority of Pigeon over various generative baselines.

Fine-tuning pre-trained language models (PLMs) has recently shown a potential to improve knowledge graph completion (KGC). However, most PLM-based methods focus solely on encoding textual information, neglecting the long-tailed nature of knowledge graphs and their various topological structures, e.g., subgraphs, shortest paths, and degrees. We claim that this is a major obstacle to achieving higher accuracy of PLMs for KGC. To this end, we propose a Subgraph-Aware Training framework for KGC (SATKGC) with two ideas: (i) subgraph-aware mini-batching to encourage hard negative sampling and to mitigate an imbalance in the frequency of entity occurrences during training, and (ii) new contrastive learning to focus more on harder in-batch negative triples and harder positive triples in terms of the structural properties of the knowledge graph. To the best of our knowledge, this is the first study to comprehensively incorporate the structural inductive bias of the knowledge graph into fine-tuning PLMs. Extensive experiments on three KGC benchmarks demonstrate the superiority of SATKGC. Our code is available (https://anonymous.4open.science/r/SATKGC-61B0/README.md).

Sharding blockchain networks face significant scalability challenges due to high frequencies of cross-shard transactions and uneven workload distributions among shards. To address these scalability issues, account migration offers a promising solution. However, existing migration solutions struggle with the high computational overhead and insufficient capture of complex transaction patterns. We propose AERO, a deep reinforcement learning framework for efficient account migration in sharding blockchains. AERO employs a prefix-based grouping strategy to enable group-level migration decisions and capture complex transaction patterns and relationships between accounts. We also implement a sharding blockchain system called AEROChain, which integrates our decentralized AERO and aligns with the blockchain decentralization principle. Extensive evaluation with real Ethereum transaction data demonstrates that AERO improves the system throughput by 31.77% compared to existing solutions, effectively reducing cross-shard transactions and balancing shard workloads.

Recommender systems need to optimize various types of user feedback, e.g., clicks, likes, and shares. A typical recommender system handling multiple types of feedback has two components: a multi-task learning (MTL) module, predicting feedback such as click-through rate and like rate; and a multi-task fusion (MTF) module, integrating these predictions into a single score for item ranking. MTF is essential for ensuring user satisfaction, as it directly influences recommendation outcomes. Recently, reinforcement learning (RL) has been applied to MTF tasks to improve long-term user satisfaction. However, existing RL-based MTF methods are formula-based methods, which only adjust limited coefficients within pre-defined formulas. The pre-defined formulas restrict the RL search space and become a bottleneck for MTF. To overcome this, we propose a formula-free MTF framework. We demonstrate that any suitable fusion function can be expressed as a composition of single-variable monotonic functions, as per the Sprecher Representation Theorem. Leveraging this, we introduce a novel learnable monotonic fusion cell (MFC) to replace pre-defined formulas. We call this new MFC-based model eXtreme MTF (xMTF). Furthermore, we employ a two-stage hybrid (TSH) learning strategy to train xMTF effectively. By expanding the MTF search space, xMTF outperforms existing methods in extensive offline and online experiments. xMTF has been deployed online, serving over 100 million users.

Browser APIs such as WebHID, WebUSB, Web Serial, and Web MIDI enable web applications to interact directly with external devices. The support of such APIs in Chromium-based browsers, such as Chrome and Edge, radically changes the threat model for peripherals and increases the attack surface. In the past, devices could assume a trusted host, i.e., the operating system. Now, the host is a potentially malicious website and cannot be trusted. We show how this changed threat model leads to security and privacy problems, up to a complete compromise of the operating system. While the API specifications list initial security considerations, they shift the responsibility to (unprepared) device vendors. We systematically analyze the security implications of external devices exposed by such new APIs. By reverse-engineering peripheral devices of several popular widespread vendors, we show that many vendors allow controlling devices via Web APIs up to reprogramming or even fully replacing the firmware. Consequently, web attackers can reprogram devices with malicious payloads and custom firmware without requiring any physical interaction. To demonstrate the security implications, we build several full-chain exploits, leading to arbitrary code execution on the victim system, circumventing the browser sandbox. Our research shows that browser security should not rely on the secure implementation of third-party hardware.

Rating aggregation plays a crucial role in various fields, such as product recommendations, hotel rankings, and teaching evaluations. However, traditional averaging methods can be affected by participation bias, where some raters do not participate in the rating process, leading to potential distortions. In this paper, we consider a robust rating aggregation task under the participation bias. We assume that raters may not reveal their ratings with a certain probability depending on their individual ratings, resulting in partially observed samples. Our goal is to minimize the expected squared loss between the aggregated ratings and the average of all underlying ratings (possibly unobserved) in the worst-case scenario. We focus on two settings based on whether the sample size (i.e. the number of raters) is known. In the first setting, where the sample size is known, we propose an aggregator, named as the Balanced Extremes Aggregator. It estimates unrevealed ratings with a balanced combination of extreme ratings. When the sample size is unknown, we derive another aggregator, the Polarizing-Averaging Aggregator, which becomes optimal as the sample size grows to infinity. Numerical results demonstrate the superiority of our proposed aggregators to participation bias, compared to simple averaging.

Online advertising serves as the primary revenue source for numerous Internet companies, which typically sell advertising slots through auctions. Conventional online ad auctions assume constant click-through rates (CTRs) and conversion rates (CVRs) for ads during the auction process. However, this paper studies a new scenario where advertisers can offer coupons to users, thereby influencing both CTRs and CVRs and consequently, the platform's revenue. We study how to recommend user coupons to advertisers in truthful auction systems. We model the interaction between the platform and the advertisers as an extensive-form game, where advertisers first report coupon bids to the platform to receive coupon recommendations, and then participate in auctions by reporting their auction bids. Our research identifies a sufficient condition under which the advertisers' optimal strategy is to report their valuations truthfully in both the recommendation and auction stages. We construct two mechanisms based on these findings. The first mechanism is a distribution-free mechanism, which is easily implementable in industrial systems; and the second is a revenue-optimal mechanism that offers simpler implementation compared to existing work. Both synthetic and industrial experiments show that our mechanisms improve the platform's revenue. Notably, our revenue-optimal mechanism achieves the same outcome compared to existing work by Liu et al., while offering a simpler implementation.

Pre-trained models (PTMs) are widely adopted across various downstream tasks in the machine learning supply chain. Adopting untrustworthy PTMs introduces significant security risks, where adversaries can poison the model supply chain by embedding hidden malicious behaviors (backdoors) into PTMs. However, existing backdoor attacks to PTMs can only achieve partially task-agnostic and the embedded backdoors are easily erased during the fine-tuning process. This makes it challenging for the backdoors to persist and propagate through the supply chain. In this paper, we propose a novel and severer backdoor attack, TransTroj, which enables the backdoors embedded in PTMs to efficiently transfer in the model supply chain. In particular, we first formalize this attack as an indistinguishability problem between poisoned and clean samples in the embedding space. We decompose embedding indistinguishability into pre- and post-indistinguishability, representing the similarity of the poisoned and reference embeddings before and after the attack. Then, we propose a two-stage optimization that separately optimizes triggers and victim PTMs to achieve embedding indistinguishability. We evaluate TransTroj on four PTMs and six downstream tasks. Experimental results show that our method significantly outperforms SOTA task-agnostic backdoor attacks -- achieving nearly 100% attack success rate on most downstream tasks -- and demonstrates robustness under various system settings. Our findings underscore the urgent need to secure the model supply chain against such transferable backdoor attacks. The code is available at [https://anonymous.4open.science/r/TransTroj](https://anonymous.4open.science/r/TransTroj).

Representative subset selection from data streams is a critical problem with wide-ranging applications in web data mining and machine learning, such as social media marketing, big data summarization, and recommendation systems. This problem is often framed as maximizing a monotone submodular function subject to a knapsack constraint, where each data element in the stream has an associated cost, and the goal is to select elements within a budget $B$ to maximize revenue. However, existing algorithms typically rely on restrictive assumptions about the costs of data elements, and their performance bounds heavily depend on the budget $B$. As a result, these algorithms are only effective in limited scenarios and have super-linear time complexity, making them unsuitable for large-scale data streams. In this paper, we introduce the first linear-time streaming algorithms for this problem, without any assumptions on the data stream, while also minimizing memory usage. Specifically, our single-pass streaming algorithm achieves an approximation ratio of $1/8-\epsilon$ under $\mathcal{O}(n)$ time complexity and $\mathcal{O}(k\log\frac{1}{\epsilon})$ space complexity, where $k$ is the largest cardinality of any feasible solution. Our multi-pass streaming algorithm improves this to a $(1/2-\epsilon)$-approximation using only three passes over the stream, with $\mathcal{O}(\frac{n}{\epsilon}\log\frac{1}{\epsilon})$ time complexity and $\mathcal{O}(\frac{k}{\epsilon}\log\frac{1}{\epsilon})$ space complexity. Extensive experiments across various applications related to web data mining and social media marketing demonstrate the superiority of our algorithms in terms of both effectiveness and efficiency.

Network Intrusion Detection Systems (NIDS) are critical for web security by identifying and blocking malicious traffic. In-network NIDS leverage programmable switches for high-speed traffic processing. However, they are unable to reconcile the fine-grained classification of known classes and the identification of unseen attacks. Moreover, they lack support for incremental updates. In this paper, we propose Helios, an in-network malicious traffic detection system, for continual adaptation in attack-incremental scenarios. First, we design a novel Supervised Mixture Prototypical Learning (SMPL) method combined with clustering initialization to learn prototypes that encapsulate the knowledge, based on the weighted infinity norm distance. SMPL enables known class classification and unseen attack identification through similarity comparison between prototypes and samples. Then, we design boundary calibration and overlap refinement to transform learned prototypes into priority-guided matching rules, ensuring precise and efficient in-network deployment. Additionally, Helios supports incremental prototype learning and rule updates, achieving low-cost hardware reconfiguration. We implement Helios on a Tofino switch and evaluation on three datasets shows that Helios achieves superior performance in classifying known classes (92\%+ in ACC and F1) as well as identifying unseen attacks (62\% - 98\% in TPR). Helios has also reduced resource consumption and reconfiguration time, demonstrating its scalability and efficiency for real-world deployment.

Recently, the jailbreak attack, which generates adversarial prompts to bypass safety measures and mislead large language models (LLMs) to output harmful answers, has attracted extensive interest due to its potential to reveal the vulnerabilities of LLMs. However, ignoring the exploitation of the characteristics in intention understanding, existing studies could only generate prompts with weak attacking ability, failing to evade defenses (e.g., sensitive word detect) and causing malice(e.g., harmful outputs). Motivated by the mechanism in the psychology of human misjudgment, we propose a dual intention escape (DIE) jailbreak attack framework to generate more stealthy and toxic prompts to deceive LLMs to output harmful content. For stealthiness, inspired by the anchoring effect, we designed the Intention-anchored Malicious Concealment(IMC) module that hides the harmful intention behind a generated anchor intention by the recursive decomposition block and contrary intention nesting block. Since the anchor intention will be received first, the LLMs might pay less attention to the harmful intention and enter response status. For toxicity, we propose the Intention-reinforced Malicious Inducement (IMI) module based on the availability bias mechanism in a progressive malicious prompting approach. Due to the ongoing emergence of statements correlated to harmful intentions, the output content of LLMs will be closer to these more accessible intentions, $\textit{i.e.}$, more toxic. We conducted extensive experiments under black-box settings, supporting that DIE could achieve 100\% ASR-R and 92.9\% ASR-G against GPT3.5-turbo.

Graph neural networks (GNNs) exhibit powerful performance in handling graph data, with Euclidean and hyperbolic variants excelling in processing grid-based and hierarchical structures, respectively. However, existing methods focus on learning specific structures that are linked to the inherent properties of the underlying space, and fail to fully exploit their complementary properties in distinct geometric spaces, thereby limiting their ability to efficiently model and represent complex graph structures. In this paper, we propose a Hyperbolic-Euclidean Deep Mutual Learning (H-EDML) framework, which leverages the unique properties of hyperbolic space to effectively capture the hierarchical relationships present in graph data, while also utilizes the familiar Euclidean space to handle local interactions. Specifically, We design a topology mutual learning module to bolster the capacity of each single model to perceive the holistic topological structure of the graph. Then, we integrate a decision mutual learning module to further advance the models' comprehensive judgment capabilities towards graph data, thereby strengthening the robustness and generalization. Furthermore, we employ an attention-based probabilistic integration strategy for the final prediction to alleviate potential disparities in decision-making among different models. Extensive experiments on node classification are conducted on five real-world graph datasets and the results show that our proposed H-EDML achieves competitive performances compared to the state-of-the-art methods.

With the development of blockchain technology, crypto gambling has gained popularity due to its high level of anonymity. However, similar to traditional casinos, crypto casinos are controlled by a few internal $\textit{Delegatees}$, making it impossible for them to achieve complete transparency and fairness. These delegatees are hidden among $\textit{gamblers}$ and are difficult to identify and distinguish in anonymous and large-scale blockchain transaction networks. This paper proposes an unsupervised dual-stage role identification method to adaptively identify key roles and hidden delegatees in label-sparse crypto casinos. Specifically, inspired by voting-style transaction patterns, we propose a novel voting influence metric for key node identification. This metric is based on one-dimensional structural entropy to capture global dissemination capability. Subsequently, we develop a multi-view graph neural network framework enhanced with two-dimensional global structural entropy minimization and self-supervised contrastive learning to improve the robustness and interpretability of hidden role partitioning. Experiments on real-world cases of the most mainstream blockchains—Ethereum, TRON, and Arbitrum—demonstrate that our proposed method effectively reveals distinct role compositions and collusion patterns, distinguishing between gamblers and delegatees. Our results achieve a higher match with identities confirmed by judicial authorities than existing methods, indicating the effectiveness and generalizability of our approach in enhancing security and regulation oversight.

Recent research on explainable recommendation generally frames the task as a standard text generation problem, and evaluates models simply based on the textual similarity between the predicted and ground-truth explanations. However, this approach fails to consider one crucial aspect of the systems: whether their outputs accurately reflect the users' (post-purchase) sentiments, i.e., whether and why they would like and/or dislike the recommended items. To shed light on this issue, we introduce new datasets and evaluation methods that focus on the users' sentiments. Specifically, we construct the datasets by explicitly extracting users' positive and negative opinions from their post-purchase reviews using an LLM, and propose to evaluate systems based on whether the generated explanations 1) align well with the users' sentiments, and 2) accurately identify both positive and negative opinions of users on the target items. We benchmark several recent models on our datasets and demonstrate that achieving strong performance on existing metrics does not ensure that the generated explanations align well with the users' sentiments. Lastly, we find that existing models can provide more sentiment-aware explanations when the users' (predicted) ratings for the target items are directly fed into the models as input. We will release our code and datasets upon acceptance.

Signed graph clustering is a critical technique for discovering community structures in graphs that exhibit both positive and negative relationships. We have identified two significant challenges in this domain: i) existing signed spectral methods are highly vulnerable to noise, which is prevalent in real-world scenarios; ii) the guiding principle ``an enemy of my enemy is my friend'', rooted in \textit{Social Balance Theory}, often narrows or disrupts cluster boundaries in mainstream signed graph neural networks. Addressing these challenges, we propose the \underline{D}eep \underline{S}igned \underline{G}raph \underline{C}lustering framework (DSGC), which leverages \textit{Weak Balance Theory} to enhance preprocessing and encoding for robust representation learning. First, DSGC introduces Violation Sign-Refine to denoise the signed network by correcting noisy edges with high-order neighbor information. Subsequently, Density-based Augmentation enhances semantic structures by adding positive edges within clusters and negative edges across clusters, following \textit{Weak Balance} principles. The framework then utilizes \textit{Weak Balance} principles to develop clustering-oriented signed neural networks to broaden cluster boundaries by emphasizing distinctions between negatively linked nodes. Finally, DSGC optimizes clustering assignments by minimizing a regularized clustering loss. Comprehensive experiments on synthetic and real-world datasets demonstrate DSGC consistently outperforms all baselines, establishing a new benchmark in signed graph clustering. The code is provided in https://anonymous.4open.science/r/DSGC-C05C/.

Web refresh crawling is the problem of keeping a cache of web pages fresh, that is, having the most recent copy available when a page is requested, given a limited bandwidth available to the crawler. Under the assumption that the change and request events, resp., to each web page follow independent Poisson processes, the optimal scheduling policy was derived by Azar et. al (2018). In this paper, we study an extension of this problem where side information indicating content changes, such as various types of web pings, e.g., signals from sitemaps, content delivery networks, etc., is available. Incorporating such side information into the crawling policy is challenging, because (i) the signals can be noisy with false positive events and with missing change events; and (ii) the crawler should achieve a fair performance over web pages regardless of the quality of the side information, which might differ from web page to web page. We propose a scalable crawling algorithm which (i) uses the noisy side information in an optimal way under mild assumptions; (ii) can be deployed without heavy centralized computation; (iii) is able to crawl web pages at a constant total rate without spikes in the total bandwidth usage over any time interval, and automatically adapt to the new optimal solution when the total bandwidth changes without centralized computation. Experiments clearly demonstrate the versatility of our approach.

Recommender systems (RS) are pivotal in managing information overload in modern digital services. A key challenge in RS is efficiently processing vast item pools to deliver highly personalized recommendations under strict latency constraints. Multi-stage cascade ranking addresses this by employing computationally efficient retrieval methods to cover diverse user interests, followed by more precise ranking models to refine the results. In the retrieval stage, multi-channel retrieval is often used to generate distinct item subsets from different candidate generators, leveraging the complementary strengths of these methods to maximize coverage. However, forwarding all retrieved items overwhelms downstream rankers, necessitating truncation. Despite advancements in individual retrieval methods, multi-channel fusion, the process of efficiently merging multi-channel retrieval results, remains underexplored. We are the first to identify and systematically investigate multi-channel fusion in the retrieval stage. Current industry practices often rely on heuristic approaches and manual designs, which often lead to suboptimal performance. Moreover, traditional gradient-based methods like SGD are unsuitable for this task due to the non-differentiable nature of the selection process. In this paper, we explore advanced channel fusion strategies by assigning systematically optimized weights to each channel. We utilize black-box optimization techniques, including the Cross Entropy Method and Bayesian Optimization for global weight optimization, alongside policy gradient-based approaches for personalized merging. Our methods enhance both personalization and flexibility, achieving significant performance improvements across multiple datasets and yielding substantial gains in real-world deployments, offering a scalable solution for optimizing multi-channel fusion in retrieval.

Large language models (LLMs) enhanced with retrieval-augmented generation (RAG) have introduced a new paradigm for web search. However, the limited context awareness of LLMs degrades their performance on RAG tasks. Existing methods to enhance context awareness are often inefficient, incurring time or memory overhead during inference, and many are tailored to specific position embeddings. In this paper, we propose \textbf{P}osition-\textbf{E}mbedding-\textbf{A}gnostic attention \textbf{R}e-weighting (\textit{PEAR}), which enhances the context awareness of LLMs with zero inference overhead. Specifically, on a proxy task focused on context copying, we first detect heads which suppress the models' context awareness, thereby diminishing RAG performance. To weaken the impact of these heads, we re-weight their outputs with learnable coefficients. The LLM (with frozen parameters) is optimized by adjusting these coefficients to minimize loss on the proxy task. During inference, the optimized coefficients are fixed to re-weight these heads, regardless of the specific task at hand. Our proposed \textit{PEAR} offers two major advantages over previous approaches: (1) It introduces zero additional inference overhead in terms of memory usage or inference time, while outperforming competitive baselines in accuracy and efficiency across various RAG tasks. (2) It is independent of position embedding algorithms, ensuring broader applicability.

While implicit feedback is foundational to modern recommender systems, factors such as human error, uncertainty, and ambiguity in user behavior inevitably introduce significant noise into this feedback, adversely affecting the accuracy and robustness of recommendations. To address this issue, existing methods typically aim to reduce the training weight of noisy feedback or discard it entirely, based on the observation that noisy interactions often exhibit higher losses in the overall loss distribution. However, we identify two key issues: (1) there is a significant overlap between normal and noisy interactions in the overall loss distribution, and (2) this overlap becomes even more pronounced when transitioning from pointwise loss functions (e.g., BCE loss) to pairwise loss functions (e.g., BPR loss). This overlap leads traditional methods to misclassify noisy interactions as normal, and vice versa. To tackle these challenges, we further investigate the loss overlap and find that for a given user, there is a clear distinction between normal and noisy interactions in the user's personal loss distribution. Based on this insight, we propose a resampling strategy to Denoise using the user's Personal Loss distribution, named PLD, which aims to reduce the probability of noisy interactions being optimized. Specifically, during each optimization iteration, we create a candidate item pool for each user and resample the items from this pool based on the user's personal loss distribution, prioritizing normal interactions. Additionally, we conduct a theoretical analysis to validate PLD's effectiveness and suggest ways to further enhance its performance. Extensive experiments conducted on three datasets with varying noise ratios demonstrate PLD's efficacy and robustness.