Advances in Alibaba's Advertising Engine: Serverless Architecture, Recall, Strategy, and Creative Technologies
Alibaba Mama’s advertising engine has been transformed into a serverless, cloud‑native platform that unifies runtime, data, and business abstractions, adopts vector‑ and model‑based recall with offline pre‑computed pipelines, implements multi‑stage AI‑driven bidding and auction mechanisms, and leverages large‑scale generative AI for creative assets, thereby accelerating feature rollout, cutting latency, and boosting merchant value.