We study the question of setting and testing reserve prices in single item auctions when the bidders are not identical. At a high level, there are two generalizations of the standard second price auction: in the lazy version we first determine the winner, and then apply reserve prices; in the eager version we first discard the bidders not meeting their reserves, and then determine the winner among the rest. We show that the two versions have dramatically different properties: lazy reserves are easy to optimize, and A/B test in production, whereas eager reserves always lead to higher welfare, but their optimization is NP-complete, and naive A/B testing will lead to incorrect conclusions. Despite their different characteristics, we show that the overall revenue for the two scenarios is always within a factor of 2 of each other, even in the presence of correlated bids. Moreover, we prove that the eager auction dominates the lazy auction on revenue whenever the bidders are independent or symmetric. We complement our theoretical results with simulations on real world data that show that even suboptimally set eager reserve prices are preferred from a revenue standpoint.
Setting an effective reserve price for strategic bidders in repeated auctions is a central question in online advertising. In this paper, we investigate how to set an anonymous reserve price in repeated auctions based on historical bids in a way that balances revenue and incentives to misreport. We propose two simple and computationally efficient methods to set reserve prices based on the notion of a clearing price and make them robust to bidder misreports. The first approach adds random noise to the reserve price, drawing on techniques from differential privacy. The second method applies a sm…
We study the problem of computing data-driven personalized reserve prices in eager second price auctions without having any assumption on valuation distributions. Here, the input is a data-set that contains the submitted bids of $n$ buyers in a set of auctions and the problem is to return personalized reserve prices $\textbf r$ that maximize the revenue earned on these auctions by running eager second price auctions with reserve $\textbf r$. For this problem, which is known to be APX-hard, we present a novel LP formulation and a rounding procedure which achieves a $(1+2(\sqrt{2}-1)e^{\sqrt{2}-…
This paper proves the tight sample complexity of {\sf Second-Price Auction with Anonymous Reserve}, up to a logarithmic factor, for each of all the value distribution families studied in the literature: $[0,\, 1]$-bounded, $[1,\, H]$-bounded, regular, and monotone hazard rate (MHR). Remarkably, the setting-specific tight sample complexity $\mathsf{poly}(\varepsilon^{-1})$ depends on the precision $\varepsilon \in (0, 1)$, but not on the number of bidders $n \geq 1$. Further, in the two bounded-support settings, our learning algorithm allows {\em correlated} value distributions. In contrast, th…
What fraction of the single item $n$ buyers setting's expected optimal revenue MyeRev can the second price auction with reserves achieve? In the special case where the buyers' valuation distributions are all drawn i.i.d. and the distributions satisfy the regularity condition, the second price auction with an anonymous reserve (ASP) is the optimal auction itself. As the setting gets more complex, there are established upper bounds on the fraction of MyeRev that ASP can achieve. On the contrary, no such upper bounds are known for the fraction of MyeRev achievable by the second price auction with…
We consider the problem of learning optimal reserve price in repeated auctions against non-myopic bidders, who may bid strategically in order to gain in future rounds even if the single-round auctions are truthful. Previous algorithms, e.g., empirical pricing, do not provide non-trivial regret rounds in this setting in general. We introduce algorithms that obtain small regret against non-myopic bidders either when the market is large, i.e., no bidder appears in a constant fraction of the rounds, or when the bidders are impatient, i.e., they discount future utility by some factor mildly bounded…
In classic auction theory, reserve prices are known to be effective for improving revenue for the auctioneer against quasi-linear utility maximizing bidders. The introduction of reserve prices, however, usually do not help improve total welfare of the auctioneer and the bidders. In this paper, we focus on value maximizing bidders with return on spend constraints -- a paradigm that has drawn considerable attention recently as more advertisers adopt auto-bidding algorithms in advertising platforms -- and show that the introduction of reserve prices has a novel impact on the market. Namely, by ch…
A large fraction of online advertisement is sold via repeated second price auctions. In these auctions, the reserve price is the main tool for the auctioneer to boost revenues. In this work, we investigate the following question: Can changing the reserve prices based on the previous bids improve the revenue of the auction, taking into account the long-term incentives and strategic behavior of the bidders? We show that if the distribution of the valuations is known and satisfies the standard regularity assumptions, then the optimal mechanism has a constant reserve. However, when there is uncert…
Many online companies sell advertisement space in second-price auctions with reserve. In this paper, we develop a probabilistic method to learn a profitable strategy to set the reserve price. We use historical auction data with features to fit a predictor of the best reserve price. This problem is delicate - the structure of the auction is such that a reserve price set too high is much worse than a reserve price set too low. To address this we develop objective variables, a new framework for combining probabilistic modeling with optimal decision-making. Objective variables are "hallucinated ob…
The online ads trading platform plays a crucial role in connecting publishers and advertisers and generates tremendous value in facilitating the convenience of our lives. It has been evolving into a more and more complicated structure. In this paper, we consider the problem of maximizing the revenue for the seller side via utilizing proper reserve price for the auctions in a dynamical way. Predicting the optimal reserve price for each auction in the repeated auction marketplaces is a non-trivial problem. However, we were able to come up with an efficient method of improving the seller revenue …
Display advertising is an important online advertising type where banner advertisements (shortly ad) on websites are usually measured by how many times they are viewed by online users. There are two major channels to sell ad views. They can be auctioned off in real time or be directly sold through guaranteed contracts in advance. The former is also known as real-time bidding (RTB), in which media buyers come to a common marketplace to compete for a single ad view and this inventory will be allocated to a buyer in milliseconds by an auction model. Unlike RTB, buying and selling guaranteed contr…
The display advertising industry has recently transitioned from second- to first-price auctions as its primary mechanism for ad allocation and pricing. In light of this, publishers need to re-evaluate and optimize their auction parameters, notably reserve prices. In this paper, we propose a gradient-based algorithm to adaptively update and optimize reserve prices based on estimates of bidders' responsiveness to experimental shocks in reserves. Our key innovation is to draw on the inherent structure of the revenue objective in order to reduce the variance of gradient estimates and improve conve…
We address the problem of improving bidders' strategies in prior-dependent revenue-maximizing auctions and introduce a simple and generic method to design novel bidding strategies if the seller uses past bids to optimize her mechanism. We propose a simple and agnostic strategy, independent of the distribution of the competition, that is robust to mechanism changes and local (as opposed to global) optimization of e.g. reserve prices by the seller. This strategy guarantees an increase in utility compared to the truthful strategy for any distribution of the competition. In textbook-style examples…
A seller chooses a reserve price in a second-price auction to maximize worst-case expected revenue when she knows only the mean of value distribution and an upper bound on either values themselves or variance. Values are private and iid. Using an indirect technique, we prove that it is always optimal to set the reserve price to the seller's own valuation. However, the maxmin reserve price may not be unique. If the number of bidders is sufficiently high, all prices below the seller's valuation, including zero, are also optimal. A second-price auction with the reserve equal to seller's value (or…
We study the problem of finding personalized reserve prices for unit-demand buyers in multi-unit eager VCG auctions with correlated buyers. The input to this problem is a dataset of submitted bids of $n$ buyers in a set of auctions. The goal is to find a vector of reserve prices, one for each buyer, that maximizes the total revenue across all auctions. Roughgarden and Wang (2016) showed that this problem is APX-hard but admits a greedy $\frac{1}{2}$-approximation algorithm. Later, Derakhshan, Golrezai, and Paes Leme (2019) gave an LP-based algorithm achieving a $0.68$-approximation for the (im…
We study revenue optimization learning algorithms for repeated second-price auctions with reserve where a seller interacts with multiple strategic bidders each of which holds a fixed private valuation for a good and seeks to maximize his expected future cumulative discounted surplus. We propose a novel algorithm that has strategic regret upper bound of $O(\log\log T)$ for worst-case valuations. This pricing is based on our novel transformation that upgrades an algorithm designed for the setup with a single buyer to the multi-buyer case. We provide theoretical guarantees on the ability of a tra…
In a Walrasian equilibrium (WE), all bidders are envy-free (EF), meaning that their allocation maximizes their utility; and the market clears (MC), meaning that the price of unallocated goods is zero. EF is desirable to ensure the long-term viability of the market. MC ensures that demand meets supply. Any allocation that is part of a WE is also welfare-maximizing; however, it need not be revenue-maximizing. Furthermore, WE need not exist, e.g., in markets where bidders have combinatorial valuations. The traditional approach to simultaneously addressing both existence and low revenue is to rela…
Good economic mechanisms depend on the preferences of participants in the mechanism. For example, the revenue-optimal auction for selling an item is parameterized by a reserve price, and the appropriate reserve price depends on how much the bidders are willing to pay. A mechanism designer can potentially learn about the participants' preferences by observing historical data from the mechanism; the designer could then update the mechanism in response to learned preferences to improve its performance. The challenge of such an approach is that the data corresponds to the actions of the participan…
With the increasing use of auctions in online advertising, there has been a large effort to study seller revenue maximization, following Myerson's seminal work, both theoretically and practically. We take the point of view of the buyer in classical auctions and ask the question of whether she has an incentive to shade her bid even in auctions that are reputed to be truthful, when aware of the revenue optimization mechanism. We show that in auctions such as the Myerson auction or a VCG with reserve price set as the monopoly price, the buyer who is aware of this information has indeed an incenti…
This paper develops tools for welfare and revenue analyses of Bayes-Nash equilibria in asymmetric auctions with single-dimensional agents. We employ these tools to derive price of anarchy results for social welfare and revenue. Our approach separates the standard smoothness framework into two distinct parts, isolating the analysis common to any auction from the analysis specific to a given auction. The first part relates a bidder's contribution to welfare in equilibrium to their contribution to welfare in the optimal auction using the price the bidder faces for additional allocation. Intuitive…
Designing revenue optimal auctions for selling an item to $n$ symmetric bidders is a fundamental problem in mechanism design. Myerson (1981) shows that the second price auction with an appropriate reserve price is optimal when bidders' values are drawn i.i.d. from a known regular distribution. A cornerstone in the prior-independent revenue maximization literature is a result by Bulow and Klemperer (1996) showing that the second price auction without a reserve achieves $(n-1)/n$ of the optimal revenue in the worst case. We construct a randomized mechanism that strictly outperforms the second pr…
Shanghai Jiao Tong University（上海交通大学）；University of Texas at Dallas（德克萨斯大学达拉斯分校）
The society's insatiable appetites for personal data are driving the emergency of data markets, allowing data consumers to launch customized queries over the datasets collected by a data broker from data owners. In this paper, we study how the data broker can maximize her cumulative revenue by posting reasonable prices for sequential queries. We thus propose a contextual dynamic pricing mechanism with the reserve price constraint, which features the properties of ellipsoid for efficient online optimization, and can support linear and non-linear market value models with uncertainty. In particul…
The common way to optimize auction and pricing systems is to set aside a small fraction of the traffic to run experiments. This leads to the question: how can we learn the most with the smallest amount of data? For truthful auctions, this is the \emph{sample complexity} problem. For posted price auctions, we no longer have access to samples. Instead, the algorithm is allowed to choose a price $p_t$; then for a fresh sample $v_t \sim \mathcal{D}$ we learn the sign $s_t = sign(p_t - v_t) \in \{-1,+1\}$. How many pricing queries are needed to estimate a given parameter of the underlying distribut…
In this paper, we study the non-stationary online second price auction problem. We assume that the seller is selling the same type of items in $T$ rounds by the second price auction, and she can set the reserve price in each round. In each round, the bidders draw their private values from a joint distribution unknown to the seller. Then, the seller announced the reserve price in this round. Next, bidders with private values higher than the announced reserve price in that round will report their values to the seller as their bids. The bidder with the highest bid larger than the reserved price w…
Courant Institute（库朗研究所）；Google Research（谷歌研究院）；Courant Institute of Mathematical Sciences（库朗数学科学研究所）
We present an extensive analysis of the key problem of learning optimal reserve prices for generalized second price auctions. We describe two algorithms for this task: one based on density estimation, and a novel algorithm benefiting from solid theoretical guarantees and with a very favorable running-time complexity of $O(n S \log (n S))$, where $n$ is the sample size and $S$ the number of slots. Our theoretical guarantees are more favorable than those previously presented in the literature. Additionally, we show that even if bidders do not play at an equilibrium, our second algorithm is still…
Robust mechanism design is a rising alternative to Bayesian mechanism design, which yields designs that do not rely on assumptions like full distributional knowledge. We apply this approach to mechanisms for selling a single item, assuming that only the mean of the value distribution and an upper bound on the bidder values are known. We seek the mechanism that maximizes revenue over the worst-case distribution compatible with the known parameters. Such a mechanism arises as an equilibrium of a zero-sum game between the seller and an adversary who chooses the distribution, and so can be referre…
We consider an online ad network problem in which an ad exchange auctions ad slots and intermediaries called demand side platforms (DSPs) buy these ad slots for their clients (advertisers). An intermediary represents multiple advertisers. Different types of ad slots are auctioned by the ad exchange, e.g., video ad, banner ad etc. We study repeated posted price auctions for homogeneous and heterogeneous items when there is an intermediary. In a posted price auction, the auctioneer sets a fixed reserve price. The buyer can accept the price and win the ad slot or reject the price. We analyze the …
Over the past few years, more and more Internet advertisers have started using automated bidding for optimizing their advertising campaigns. Such advertisers have an optimization goal (e.g. to maximize conversions), and some constraints (e.g. a budget or an upper bound on average cost per conversion), and the automated bidding system optimizes their auction bids on their behalf. Often, these advertisers participate on multiple advertising channels and try to optimize across these channels. A central question that remains unexplored is how automated bidding affects optimal auction design in the…
In the context of advertising auctions, finding good reserve prices is a notoriously challenging learning problem. This is due to the heterogeneity of ad opportunity types and the non-convexity of the objective function. In this work, we show how to reduce reserve price optimization to the standard setting of prediction under squared loss, a well understood problem in the learning community. We further bound the gap between the expected bid and revenue in terms of the average loss of the predictor. This is the first result that formally relates the revenue gained to the quality of a standard m…
In this study, we apply reinforcement learning techniques and propose what we call reinforcement mechanism design to tackle the dynamic pricing problem in sponsored search auctions. In contrast to previous game-theoretical approaches that heavily rely on rationality and common knowledge among the bidders, we take a data-driven approach, and try to learn, over repeated interactions, the set of optimal reserve prices. We implement our approach within the current sponsored search framework of a major search engine: we first train a buyer behavior model, via a real bidding data set, that accuratel…
Adversarial Risk Analysis (ARA) is an upcoming methodology that is considered to have advantages over the traditional decision theoretic and game theoretic approaches. ARA solutions for first-price sealed-bid (FPSB) auctions have been found but only under strong assumptions which make the model somewhat unrealistic. In this paper, we use ARA methodology to model FPSB auctions using more realistic assumptions. We define a new utility function that considers bidders' wealth, we assume a reserve price and find solutions not only for risk-neutral but also for risk-averse as well as risk-seeking bi…
For selling a single item to agents with independent but non-identically distributed values, the revenue optimal auction is complex. With respect to it, Hartline and Roughgarden (2009) showed that the approximation factor of the second-price auction with an anonymous reserve is between two and four. We consider the more demanding problem of approximating the revenue of the ex ante relaxation of the auction problem by posting an anonymous price (while supplies last) and prove that their worst-case ratio is e. As a corollary, the upper-bound of anonymous pricing or anonymous reserves versus the …
Sloan School of Management, Massachusetts Institute of Technology（麻省理工学院斯隆管理学院）；University of Southern California（南加州大学）；Google Research（谷歌研究院）
Motivated by pricing in ad exchange markets, we consider the problem of robust learning of reserve prices against strategic buyers in repeated contextual second-price auctions. Buyers' valuations for an item depend on the context that describes the item. However, the seller is not aware of the relationship between the context and buyers' valuations, i.e., buyers' preferences. The seller's goal is to design a learning policy to set reserve prices via observing the past sales data, and her objective is to minimize her regret for revenue, where the regret is computed against a clairvoyant policy …
Motivated by practical concerns in the online advertising industry, we study a bidder subset selection problem in single-item auctions. In this problem, a large pool of candidate bidders have independent values sampled from known prior distributions. The seller needs to pick a subset of bidders and run a given auction format on the selected subset to maximize her expected revenue. We propose two frameworks for the subset restrictions: (i) capacity constraint on the set of selected bidders; and (ii) incurred costs for the bidders invited to the auction. For the second-price auction with anonymo…
We provide a Polynomial Time Approximation Scheme (PTAS) for the Bayesian optimal multi-item multi-bidder auction problem under two conditions. First, bidders are independent, have additive valuations and are from the same population. Second, every bidder's value distributions of items are independent but not necessarily identical monotone hazard rate (MHR) distributions. For non-i.i.d. bidders, we also provide a PTAS when the number of bidders is small. Prior to our work, even for a single bidder, only constant factor approximations are known. Another appealing feature of our mechanism is the…
This paper describes an engine to optimize web publisher revenues from second-price auctions. These auctions are widely used to sell online ad spaces in a mechanism called real-time bidding (RTB). Optimization within these auctions is crucial for web publishers, because setting appropriate reserve prices can significantly increase revenue. We consider a practical real-world setting where the only available information before an auction occurs consists of a user identifier and an ad placement identifier. The real-world challenges we had to tackle consist mainly of tracking the dependencies on b…
Peking University（北京大学）；Technion - Israel Institute of Technology（以色列理工学院）；Hong Kong University of Science and Technology（香港科技大学）；Alibaba Group（阿里巴巴集团）；Shanghai Jiao Tong University（上海交通大学）
The Empirical Revenue Maximization (ERM) is one of the most important price learning algorithms in auction design: as the literature shows it can learn approximately optimal reserve prices for revenue-maximizing auctioneers in both repeated auctions and uniform-price auctions. However, in these applications the agents who provide inputs to ERM have incentives to manipulate the inputs to lower the outputted price. We generalize the definition of an incentive-awareness measure proposed by Lavi et al (2019), to quantify the reduction of ERM's outputted price due to a change of $m\ge 1$ out of $N$…
A prevalent assumption in auction theory is that the auctioneer has full control over the market and that the allocation she dictates is final. In practice, however, agents might be able to resell acquired items in an aftermarket. A prominent example is the market for carbon emission allowances. These allowances are commonly allocated by the government using uniform-price auctions, and firms can typically trade these allowances among themselves in an aftermarket that may not be fully under the auctioneer's control. While the uniform-price auction is approximately efficient in isolation, we sho…
A standard result from auction theory is that bidding truthfully in a second price auction is a weakly dominant strategy. The result, however, does not apply in the presence of Cost Per Action (CPA) constraints. Such constraints exist, for instance, in digital advertising, as some buyer may try to maximize the total number of clicks while keeping the empirical Cost Per Click (CPC) below a threshold. More generally the CPA constraint implies that the buyer has a maximal average cost per unit of value in mind. We discuss how such constraints change some traditional results from auction theory. F…
