HHFT: Hierarchical Heterogeneous Feature Transformer for Recommendation Systems

We propose HHFT (Hierarchical Heterogeneous Feature Transformer), a Transformer-based architecture tailored for industrial CTR prediction. HHFT addresses the limitations of DNN through three key designs: (1) Semantic Feature Partitioning: Grouping heterogeneous features (e.g. user profile, item information, behaviour sequennce) into semantically coherent blocks to preserve domain-specific information; (2) Heterogeneous Transformer Encoder: Adopting block-specific QKV projections and FFNs to avoid semantic confusion between distinct feature types; (3) Hiformer Layer: Capturing high-order interactions across features. Our findings reveal that Transformers significantly outperform DNN baselines, achieving a +0.4% improvement in CTR AUC at scale. We have successfully deployed the model on Taobao's production platform, observing a significant uplift in key business metrics, including a +0.6% increase in Gross Merchandise Value (GMV).