OPPO’s Unified Modeling and Smart Power Strategies for App Distribution and User Value

In the current industry climate, cost reduction and efficiency are essential, but sacrificing user value can jeopardize long‑term competitiveness; OPPO emphasizes that both must be pursued together.

Expert Introduction: Lai Hongke, General Manager of OPPO Internet Application R&D Platform and Search Algorithm Department, has over 14 years of experience in internet advertising R&D, leading the development of OPPO’s ad playback system, search engine, and software store.

OPPO faces a broad range of scenarios in app distribution, from finance to gaming, making recommendation systems more challenging than typical e‑commerce contexts due to data sparsity and long conversion chains.

To address sparse data across dozens of distribution scenarios, OPPO built a full‑scene unified modeling platform that shares global features and samples, expanding KV storage from 2 TB to 30 TB and feature count from 100 million to over 10 billion, thereby improving generalization across scenes.

The platform incorporates MMOE (Multi‑Gate Mixture of Experts) to share embeddings between shallow and deep conversion goals, dramatically reducing the number of CVR models while handling sparse deep‑conversion data such as game payments.

OPPO also introduced the oCPX capability, allowing advertisers to optimize for specific conversion events (view, download, registration, payment) with automated bidding based on predicted conversion rates, improving cost‑effectiveness and user experience.

Smart‑power system evolution:

V1.0: Dynamic throttling and user segmentation to protect high‑value traffic, achieving a 15 % increase in traffic support and revenue.

V2.0: “Fake‑traffic” detection and VIP user identification, boosting traffic support by 20 % and further increasing revenue.

V3.0: Prioritizing the top 20 % of traffic that generates 80 % of value, allocating additional compute resources to VIP users.

These steps illustrate how OPPO integrates algorithmic innovation, engineering design, and business insight to achieve cost reduction without compromising user value.