MEBS: Multi-task End-to-end Bid Shading for Multi-slot Display Advertising

Online bidding and auction are crucial aspects of the online advertising industry. Conventionally, there is only one slot for ad display and most current studies focus on it. Nowadays, multi-slot display advertising is gradually becoming popular where many ads could be displayed in a list and shown as a whole to users. However, multi-slot display advertising leads to different cost-effectiveness. Advertisers have the incentive to adjust bid prices so as to win the most economical ad positions. In this study, we introduce bid shading into multi-slot display advertising for bid price adjustment with a Multi-task End-to-end Bid Shading(MEBS) method. We prove the optimality of our method theoretically and examine its performance experimentally. Through extensive offline and online experiments, we demonstrate the effectiveness and efficiency of our method, and we obtain a 7.01% lift in Gross Merchandise Volume, a 7.42% lift in Return on Investment, and a 3.26% lift in ad buy count.

Sustainable Online Reinforcement Learning for Auto-bidding

Recently, auto-bidding technique has become an essential tool to increase the revenue of advertisers. Facing the complex and ever-changing bidding environments in the real-world advertising system (RAS), state-of-the-art auto-bidding policies usually leverage reinforcement learning (RL) algorithms to generate real-time bids on behalf of the advertisers. Due to safety concerns, it was believed that the RL training process can only be carried out in an offline virtual advertising system (VAS) that is built based on the historical data generated in the RAS. In this paper, we argue that there exists significant gaps between the VAS and RAS, making the RL training process suffer from the problem of inconsistency between online and offline (IBOO). Firstly, we formally define the IBOO and systematically analyze its causes and influences. Then, to avoid the IBOO, we propose a sustainable online RL (SORL) framework that trains the auto-bidding policy by directly interacting with the RAS, instead of learning in the VAS. Specifically, based on our proof of the Lipschitz smooth property of the Q function, we design a safe and efficient online exploration (SER) policy for continuously collecting data from the RAS. Meanwhile, we derive the theoretical lower bound on the safety of the SER policy. We also develop a variance-suppressed conservative Q-learning (V-CQL) method to effectively and stably learn the auto-bidding policy with the collected data. Finally, extensive simulated and real-world experiments validate the superiority of our approach over the state-of-the-art auto-bidding algorithm.

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.