On the Role of Language Representations in Auto-Bidding: Findings and Implications

Auto-bidding is a crucial task in real-time advertising markets, where policies must optimize long-horizon value under delivery constraints (e.g., budget and CPA). Existing methods for auto-bidding rely on compact numerical state representations: while they can implicitly capture delivery dynamics, they offer limited support for explicitly representing and controlling high-level intent, evolving feedback, and operator-style strategic guidance in real campaigns. Meanwhile, Large Language Models (LLMs) offer a powerful method for encoding semantic information, it remains unclear when LLMs help and how to integrate them without sacrificing numerical precision. Through systematic preliminary studies, we find that (1) LLM embeddings contain bidding-relevant cues yet cannot replace numerical features, and (2) gains emerge only with careful semantic--numeric integration rather than naive concatenation. Motivated by these findings, we propose \textit{SemBid}, a novel auto-bidding framework that injects LLM-encoded semantics into offline bidding trajectories at the token level. SemBid introduces three semantic inputs: \textit{Task}, \textit{History}, and \textit{Strategy}. It injects these semantics as tokens alongside numerical trajectory tokens and uses self-attention to integrate them, improving controllability and generalization across objectives. Across diverse scenarios and budget regimes, SemBid outperforms competitive baselines from offline RL and generative sequence modeling, with more consistent gains in overall performance, constraint satisfaction, and robustness. Our code is available at: \href{https://github.com/AlanYu04/SemBid-KDD2026}{\textcolor{blue}{here}}.

Uncertainty-aware Knowledge Tracing

Knowledge Tracing (KT) is crucial in education assessment, which focuses on depicting students' learning states and assessing students' mastery of subjects. With the rise of modern online learning platforms, particularly massive open online courses (MOOCs), an abundance of interaction data has greatly advanced the development of the KT technology. Previous research commonly adopts deterministic representation to capture students' knowledge states, which neglects the uncertainty during student interactions and thus fails to model the true knowledge state in learning process. In light of this, we propose an Uncertainty-Aware Knowledge Tracing model (UKT) which employs stochastic distribution embeddings to represent the uncertainty in student interactions, with a Wasserstein self-attention mechanism designed to capture the transition of state distribution in student learning behaviors. Additionally, we introduce the aleatory uncertainty-aware contrastive learning loss, which strengthens the model's robustness towards different types of uncertainties. Extensive experiments on six real-world datasets demonstrate that UKT not only significantly surpasses existing deep learning-based models in KT prediction, but also shows unique advantages in handling the uncertainty of student interactions.