A Cooperative-Competitive Multi-Agent Framework for Auto-bidding in Online Advertising

In online advertising, auto-bidding has become an essential tool for advertisers to optimize their preferred ad performance metrics by simply expressing the high-level campaign objectives and constraints. Previous works consider the design of auto-bidding agents from the single-agent view without modeling the mutual influence between agents. In this paper, we instead consider this problem from the perspective of a distributed multi-agent system, and propose a general Multi-Agent reinforcement learning framework for Auto-Bidding, namely MAAB, to learn the auto-bidding strategies. First, we investigate the competition and cooperation relation among auto-bidding agents, and propose temperature-regularized credit assignment for establishing a mixed cooperative-competitive paradigm. By carefully making a competition and cooperation trade-off among the agents, we can reach an equilibrium state that guarantees not only individual advertiser's utility but also the system performance (social welfare). Second, due to the observed collusion behaviors of bidding low prices underlying the cooperation, we further propose bar agents to set a personalized bidding bar for each agent, and then to alleviate the degradation of revenue. Third, to deploy MAAB to the large-scale advertising system with millions of advertisers, we propose a mean-field approach. By grouping advertisers with the same objective as a mean auto-bidding agent, the interactions among advertisers are greatly simplified, making it practical to train MAAB efficiently. Extensive experiments on the offline industrial dataset and Alibaba advertising platform demonstrate that our approach outperforms several baseline methods in terms of social welfare and guarantees the ad platform's revenue.

On the Robustness of Average Losses for Partial-Label Learning

Partial-label (PL) learning is a typical weakly supervised classification problem, where a PL of an instance is a set of candidate labels such that a fixed but unknown candidate is the true label. For PL learning, there are two lines of research: (a) the identification-based strategy (IBS) purifies each label set and extracts the true label; (b) the average-based strategy (ABS) treats all candidates equally for training. In the past two decades, IBS was a much hotter topic than ABS, since it was believed that IBS is more promising. In this paper, we theoretically analyze ABS and find it also promising in the sense of the robustness of its loss functions. Specifically, we consider five problem settings for the generation of clean or noisy PLs, and we prove that average PL losses with bounded multi-class losses are always robust under mild assumptions on the domination of true labels, while average PL losses with unbounded multi-class losses (e.g., the cross-entropy loss) may not be robust. We also conduct experiments to validate our theoretical findings. Note that IBS is heuristic, and we cannot prove its robustness by a similar proof technique; hence, ABS is more advantageous from a theoretical point of view, and it is worth paying attention to the design of more advanced PL learning methods following ABS.

Optimizing Multiple Performance Metrics with Deep GSP Auctions for E-commerce Advertising

In e-commerce advertising, the ad platform usually relies on auction mechanisms to optimize different performance metrics, such as user experience, advertiser utility, and platform revenue. However, most of the state-of-the-art auction mechanisms only focus on optimizing a single performance metric, e.g., either social welfare or revenue, and are not suitable for e-commerce advertising with various, dynamic, difficult to estimate, and even conflicting performance metrics. In this paper, we propose a new mechanism called Deep GSP auction, which leverages deep learning to design new rank score functions within the celebrated GSP auction framework. These new rank score functions are implemented via deep neural network models under the constraints of monotone allocation and smooth transition. The requirement of monotone allocation ensures Deep GSP auction nice game theoretical properties, while the requirement of smooth transition guarantees the advertiser utilities would not fluctuate too much when the auction mechanism switches among candidate mechanisms to achieve different optimization objectives. We deployed the proposed mechanisms in a leading e-commerce ad platform and conducted comprehensive experimental evaluations with both offline simulations and online A/B tests. The results demonstrated the effectiveness of the Deep GSP auction compared to the state-of-the-art auction mechanisms.

Pointwise Binary Classification with Pairwise Confidence Comparisons

Ordinary (pointwise) binary classification aims to learn a binary classifier from pointwise labeled data. However, such pointwise labels may not be directly accessible due to privacy, confidentiality, or security considerations. In this case, can we still learn an accurate binary classifier? This paper proposes a novel setting, namely pairwise comparison (Pcomp) classification, where we are given only pairs of unlabeled data that we know one is more likely to be positive than the other, instead of pointwise labeled data. Pcomp classification is useful for private or subjective classification tasks. To solve this problem, we present a mathematical formulation for the generation process of pairwise comparison data, based on which we exploit an unbiased risk estimator(URE) to train a binary classifier by empirical risk minimization and establish an estimation error bound. We first prove that a URE can be derived and improve it using correction functions. Then, we start from the noisy-label learning perspective to introduce a progressive URE and improve it by imposing consistency regularization. Finally, experiments validate the effectiveness of our proposed solutions for Pcomp classification.

Learning to Infer User Hidden States for Online Sequential Advertising

To drive purchase in online advertising, it is of the advertiser's great interest to optimize the sequential advertising strategy whose performance and interpretability are both important. The lack of interpretability in existing deep reinforcement learning methods makes it not easy to understand, diagnose and further optimize the strategy. In this paper, we propose our Deep Intents Sequential Advertising (DISA) method to address these issues. The key part of interpretability is to understand a consumer's purchase intent which is, however, unobservable (called hidden states). In this paper, we model this intention as a latent variable and formulate the problem as a Partially Observable Markov Decision Process (POMDP) where the underlying intents are inferred based on the observable behaviors. Large-scale industrial offline and online experiments demonstrate our method's superior performance over several baselines. The inferred hidden states are analyzed, and the results prove the rationality of our inference.

Provably Consistent Partial-Label Learning

Partial-label learning (PLL) is a multi-class classification problem, where each training example is associated with a set of candidate labels. Even though many practical PLL methods have been proposed in the last two decades, there lacks a theoretical understanding of the consistency of those methods-none of the PLL methods hitherto possesses a generation process of candidate label sets, and then it is still unclear why such a method works on a specific dataset and when it may fail given a different dataset. In this paper, we propose the first generation model of candidate label sets, and develop two novel PLL methods that are guaranteed to be provably consistent, i.e., one is risk-consistent and the other is classifier-consistent. Our methods are advantageous, since they are compatible with any deep network or stochastic optimizer. Furthermore, thanks to the generation model, we would be able to answer the two questions above by testing if the generation model matches given candidate label sets. Experiments on benchmark and real-world datasets validate the effectiveness of the proposed generation model and two PLL methods.

Dynamic Knapsack Optimization Towards Efficient Multi-Channel Sequential Advertising

In E-commerce, advertising is essential for merchants to reach their target users. The typical objective is to maximize the advertiser's cumulative revenue over a period of time under a budget constraint. In real applications, an advertisement (ad) usually needs to be exposed to the same user multiple times until the user finally contributes revenue (e.g., places an order). However, existing advertising systems mainly focus on the immediate revenue with single ad exposures, ignoring the contribution of each exposure to the final conversion, thus usually falls into suboptimal solutions. In this paper, we formulate the sequential advertising strategy optimization as a dynamic knapsack problem. We propose a theoretically guaranteed bilevel optimization framework, which significantly reduces the solution space of the original optimization space while ensuring the solution quality. To improve the exploration efficiency of reinforcement learning, we also devise an effective action space reduction approach. Extensive offline and online experiments show the superior performance of our approaches over state-of-the-art baselines in terms of cumulative revenue.

Progressive Identification of True Labels for Partial-Label Learning

Partial-label learning is one of the important weakly supervised learning problems, where each training example is equipped with a set of candidate labels that contains the true label. Most existing methods elaborately designed learning objectives as constrained optimizations that must be solved in specific manners, making their computational complexity a bottleneck for scaling up to big data. The goal of this paper is to propose a novel framework of partial-label learning without implicit assumptions on the model or optimization algorithm. More specifically, we propose a general estimator of the classification risk, theoretically analyze the classifier-consistency, and establish an estimation error bound. We then explore a progressive identification method for approximately minimizing the proposed risk estimator, where the update of the model and identification of true labels are conducted in a seamless manner. The resulting algorithm is model-independent and loss-independent, and compatible with stochastic optimization. Thorough experiments demonstrate it sets the new state of the art.

Revisiting Sample Selection Approach to Positive-Unlabeled Learning: Turning Unlabeled Data into Positive rather than Negative

In the early history of positive-unlabeled (PU) learning, the sample selection approach, which heuristically selects negative (N) data from U data, was explored extensively. However, this approach was later dominated by the importance reweighting approach, which carefully treats all U data as N data. May there be a new sample selection method that can outperform the latest importance reweighting method in the deep learning age? This paper is devoted to answering this question affirmatively---we propose to label large-loss U data as P, based on the memorization properties of deep networks. Since P data selected in such a way are biased, we develop a novel learning objective that can handle such biased P data properly. Experiments confirm the superiority of the proposed method.