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HT-GNN: Hyper-Temporal Graph Neural Network for Customer ...
Xiaohui Zhao, Xinjian Zhao, Jiahui Zhang, Guoyu Liu, Houzhi Wang · 2026-01-19 · via cs.AI updates on arXiv.org

Lifetime value (LTV) prediction is crucial for news feed advertising, enabling platforms to optimize bidding and budget allocation for long-term revenue growth. However, it faces two major challenges: (1) demographic-based targeting creates segment-specific LTV distributions with large value variations across user groups; and (2) dynamic marketing strategies generate irregular behavioral sequences where engagement patterns evolve rapidly. We propose a Hyper-Temporal Graph Neural Network (HT-GNN), which jointly models demographic heterogeneity and temporal dynamics through three key components: (i) a hypergraph-supervised module capturing inter-segment relationships; (ii) a transformer-based temporal encoder with adaptive weighting; and (iii) a task-adaptive mixture-of-experts with dynamic prediction towers for multi-horizon LTV forecasting. Experiments on \textit{Baidu Ads} with 15 million users demonstrate that HT-GNN consistently outperforms state-of-the-art methods across all metrics and prediction horizons.