iFusion: Integrating Dynamic Interest Streams via Diffusion Model for Click-Through Rate Prediction

Click-through rate (CTR) prediction is crucial for recommendation systems and online advertising, relying heavily on effective user behavior modeling. While existing methods separately refine long-term and short-term interest representations, the fusion of these behaviors remains a critical yet understudied challenge due to misaligned feature spaces, disjointed modeling, and noise propagation in short-term interests. To address these limitations, we propose iFusion, a diffusion-based generative user interest fusion method, which reformulates interest fusion as a conditional generation process. iFusion leverages short-term interests as conditional guidance and progressively integrates long-term representations through denoising, eliminating reliance on linear fusion assumptions. Our framework introduces two key components: (1) the Disentangled Classifier-Free Diffusion Guidance (DCFG) Mechanism, which adaptively disentangles core preferences from transient fluctuations, and (2) the Mixture AutoRegressive Denoising Network (MARN), which enables joint interest modeling and fusion through autoregressive denoising. Experiments demonstrate that iFusion outperforms baselines across public and industrial datasets, as well as in online A/B tests, validating its effectiveness in robust CTR prediction. This work establishes a new paradigm for generative user interests fusion in CTR prediction.