Garbage in, Garbage out is a familiar maxim to ML practitioners and researchers, because the quality of a learned data representation is highly crucial to the quality of any ML model that consumes it as an input. To handle systems that serve billions of users at millions of queries per second (QPS), we need representation learning algorithms with significantly improved efficiency. At Google, we have dedicated thousands of iterations to develop a set of powerful techniques that efficiently learn high quality data representations.We have thoroughly validated these methods through offline evaluation, online A/B testing, and deployed these in over 50 models across major Google products. In this paper, we consider a generalized data representation learning problem that allows us to identify feature embeddings and crosses as common challenges. We propose two solutions, including: 1. Multi-size Unified Embedding to learn high-quality embeddings; and 2. Deep Cross Network V2 for learning effective feature crosses. We discuss the practical challenges we encountered and solutions we developed during deployment to production systems, compare with SOTA methods, and report offline and online experimental results. This work sheds light on the challenges and opportunities for developing next-gen algorithms for web-scale systems.