# Efficiently Scalable Transformer boosts Taobao ad revenue by 3.27%

> A new model called EST improves click-through rate prediction on Taobao, delivering a 1.22% lift in CTR and a 3.27% rise in revenue per mile.

Oossa · 2026-11-13 · https://oossa.com/en/efficiently-scalable-transformer-boosts-taobao-ad-revenue-by-3-27

Researchers led by Yong Bai introduced the Efficiently Scalable Transformer (EST) for click‑through rate (CTR) prediction. EST processes all raw inputs in a single sequence, avoiding early aggregation that can lose detail. It adds Lightweight Cross‑Attention to cut redundant interactions and Content Sparse Attention to pick high‑signal behaviors. In tests on Taobao’s display advertising platform, EST beat the existing production model.

## The facts

- 3.27% increase in RPM (Revenue Per Mile) on Taobao
- 1.22% lift in CTR

## Why it matters

Advertisers on Taobao can expect higher earnings per ad impression thanks to the more accurate predictions.

## Sources & references

1. [EST: Towards Efficient Scaling Laws in Click-Through Rate Prediction via Unified Modeling](https://arxiv.org/abs/2602.10811) – arXiv cs.IR, 2026-11-13

Last updated: 2026-11-13