  The Click-Through Rate (CTR) prediction task is critical in industrial
recommender systems, where models are usually deployed on dynamic streaming
data in practical applications. Such streaming data in real-world recommender
systems face many challenges, such as distribution shift, temporal
non-stationarity, and systematic biases, which bring difficulties to the
training and utilizing of recommendation models. However, most existing studies
approach the CTR prediction as a classification task on static datasets,
assuming that the train and test sets are independent and identically
distributed (a.k.a, i.i.d. assumption). To bridge this gap, we formulate the
CTR prediction problem in streaming scenarios as a Streaming CTR Prediction
task. Accordingly, we propose dedicated benchmark settings and metrics to
evaluate and analyze the performance of the models in streaming data. To better
understand the differences compared to traditional CTR prediction tasks, we
delve into the factors that may affect the model performance, such as parameter
scale, normalization, regularization, etc. The results reveal the existence of
the ''streaming learning dilemma'', whereby the same factor may have different
effects on model performance in the static and streaming scenarios. Based on
the findings, we propose two simple but inspiring methods (i.e., tuning key
parameters and exemplar replay) that significantly improve the effectiveness of
the CTR models in the new streaming scenario. We hope our work will inspire
further research on streaming CTR prediction and help improve the robustness
and adaptability of recommender systems.
