In programmatic advertising, ad slots are usually sold using second-price (SP) auctions in real-time. The highest bidding advertiser wins but pays only the second-highest bid (known as the winning price). In SP, for a single item, the dominant strategy of each bidder is to bid the true value from the bidder's perspective. However, in a practical setting, with budget constraints, bidding the true value is a sub-optimal strategy. Hence, to devise an optimal bidding strategy, it is of utmost importance to learn the winning price distribution accurately. Moreover, a demand-side platform (DSP), which bids on behalf of advertisers, observes the winning price if it wins the auction. For losing auctions, DSPs can only treat its bidding price as the lower bound for the unknown winning price. In literature, typically censored regression is used to model such partially observed data. A common assumption in censored regression is that the winning price is drawn from a fixed variance (homoscedastic) uni-modal distribution (most often Gaussian). However, in reality, these assumptions are often violated. We relax these assumptions and propose a heteroscedastic fully parametric censored regression approach, as well as a mixture density censored network. Our approach not only generalizes censored regression but also provides flexibility to model arbitrarily distributed real-world data. Experimental evaluation on the publicly available dataset for winning price estimation demonstrates the effectiveness of our method. Furthermore, we evaluate our algorithm on one of the largest demand-side platforms and significant improvement has been achieved in comparison with the baseline solutions.
University of Electronic Science and Technology of China（电子科技大学）
Bidding strategies that help advertisers determine bidding prices are receiving increasing attention as more and more ad impressions are sold through real-time bidding systems. This paper first describes the problem and challenges of optimizing bidding strategies for individual advertisers in real-time bidding display advertising. Then, several representative bidding strategies are introduced, especially the research advances and challenges of reinforcement learning-based bidding strategies. Further, we quantitatively evaluate the performance of several representative bidding strategies on the…
We establish a general optimization framework for the design of automated bidding agent in dynamic online marketplaces. It optimizes solely for the buyer's interest and is agnostic to the auction mechanism imposed by the seller. As a result, the framework allows, for instance, the joint optimization of a group of ads across multiple platforms each running its own auction format. Bidding strategy derived from this framework automatically guarantees the optimality of budget allocation across ad units and platforms. Common constraints such as budget delivery schedule, return on investments and gu…
Alibaba Group（阿里巴巴集团）；University College London（伦敦大学学院）；Shanghai JiaoTong University（上海交通大学）
Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize specific goals such as maximizing revenue and return on investment (ROI) led by ad placements, advertisers not only need to estimate the relevance between the ads and user's interests, but most importantly require a strategic response with respect to other advertisers bidding in the market. In this paper, we formulate bidding optimization with multi-agent reinforcement learning. To deal with a large number of advertisers, we propose a clustering method and assign each cluster with a strategic b…
University of Electronic Science and Technology of China（电子科技大学）
Real-time bidding (RTB) has become a critical way of online advertising. In RTB, an advertiser can participate in bidding ad impressions to display its advertisements. The advertiser determines every impression's bidding price according to its bidding strategy. Therefore, a good bidding strategy can help advertisers improve cost efficiency. This paper focuses on optimizing a single advertiser's bidding strategy using reinforcement learning (RL) in RTB. Unfortunately, it is challenging to optimize the bidding strategy through RL at the granularity of impression due to the highly dynamic nature …
Maximizing utility with a budget constraint is the primary goal for advertisers in real-time bidding (RTB) systems. The policy maximizing the utility is referred to as the optimal bidding strategy. Earlier works on optimal bidding strategy apply model-based batch reinforcement learning methods which can not generalize to unknown budget and time constraint. Further, the advertiser observes a censored market price which makes direct evaluation infeasible on batch test datasets. Previous works ignore the losing auctions to alleviate the difficulty with censored states; thus significantly modifyin…
CyberAgent, Inc.（CyberAgent公司）；Tokyo Institute of Technology（东京工业大学）；University of Southern California（南加州大学）
Conventional bidding strategies for online display ad auction heavily relies on observed performance indicators such as clicks or conversions. A bidding strategy naively pursuing these easily observable metrics, however, fails to optimize the profitability of the advertisers. Rather, the bidding strategy that leads to the maximum revenue is a strategy pursuing the performance lift of showing ads to a specific user. Therefore, it is essential to predict the lift-effect of showing ads to each user on their target variables from observed log data. However, there is a difficulty in predicting the …
CyberAgent, Inc.（CyberAgent公司）；University of Southern California（南加州大学）；Cornell University（康奈尔大学）；Hanjuku-kaso Co Ltd（Hanjuku-kaso有限公司）
In display ad auctions of Real-Time Bid-ding (RTB), a typical Demand-Side Platform (DSP)bids based on the predicted probability of click and conversion right after an ad impression. Recent studies find such a strategy is suboptimal and propose a better bidding strategy named lift-based bidding.Lift-based bidding simply bids the price according to the lift effect of the ad impression and achieves maximization of target metrics such as sales. Despiteits superiority, lift-based bidding has not yet been widely accepted in the advertising industry. For one reason, lift-based bidding is less profita…
Meituan-Dianping Inc.（美团点评公司）；University College London（伦敦大学学院）
Real-time bidding (RTB) based display advertising has become one of the key technological advances in computational advertising. RTB enables advertisers to buy individual ad impressions via an auction in real-time and facilitates the evaluation and the bidding of individual impressions across multiple advertisers. In RTB, the advertisers face three main challenges when optimizing their bidding strategies, namely (i) estimating the utility (e.g., conversions, clicks) of the ad impression, (ii) forecasting the market value (thus the cost) of the given ad impression, and (iii) deciding the optima…
We study the online learning problem of a bidder who participates in repeated auctions. With the goal of maximizing his T-period payoff, the bidder determines the optimal allocation of his budget among his bids for $K$ goods at each period. As a bidding strategy, we propose a polynomial-time algorithm, inspired by the dynamic programming approach to the knapsack problem. The proposed algorithm, referred to as dynamic programming on discrete set (DPDS), achieves a regret order of $O(\sqrt{T\log{T}})$. By showing that the regret is lower bounded by $Ω(\sqrt{T})$ for any strategy, we conclude tha…
Shanghai Jiao Tong University（上海交通大学）；University College London（伦敦大学学院）；MediaGamma Ltd（MediaGamma有限公司）；Vlion Inc（Vlion公司）
The majority of online display ads are served through real-time bidding (RTB) --- each ad display impression is auctioned off in real-time when it is just being generated from a user visit. To place an ad automatically and optimally, it is critical for advertisers to devise a learning algorithm to cleverly bid an ad impression in real-time. Most previous works consider the bid decision as a static optimization problem of either treating the value of each impression independently or setting a bid price to each segment of ad volume. However, the bidding for a given ad campaign would repeatedly h…
In this work, we present a scalable and efficient system for exploring the supply landscape in real-time bidding. The system directs exploration based on the predictive uncertainty of models used for click-through rate prediction and works in a high-throughput, low-latency environment. Through online A/B testing, we demonstrate that exploration with model uncertainty has a positive impact on model performance and business KPIs.
Shanghai Jiao Tong University（上海交通大学）；University of Illinois at Urbana-Champaign（伊利诺伊大学厄巴纳-香槟分校）；Tencent Ads（腾讯广告）
Online Real-Time Bidding (RTB) is a complex auction game among which advertisers struggle to bid for ad impressions when a user request occurs. Considering display cost, Return on Investment (ROI), and other influential Key Performance Indicators (KPIs), large ad platforms try to balance the trade-off among various goals in dynamics. To address the challenge, we propose a Multi-ObjecTive Actor-Critics algorithm based on reinforcement learning (RL), named MoTiAC, for the problem of bidding optimization with various goals. In MoTiAC, objective-specific agents update the global network asynchrono…
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 exis…
Convergence bidding, a.k.a., virtual bidding, has been widely adopted in wholesale electricity markets in recent years. It provides opportunities for market participants to arbitrage on the difference between the day-ahead market locational marginal prices and the real-time market locational marginal prices. Given the fact that convergence bids (CBs) have a significant impact on the operation of electricity markets, it is important to understand how market participants strategically select their CBs in real-world. We address this open problem with focus on the electricity market that is operat…
Real-time bidding is the new paradigm of programmatic advertising. An advertiser wants to make the intelligent choice of utilizing a \textbf{Demand-Side Platform} to improve the performance of their ad campaigns. Existing approaches are struggling to provide a satisfactory solution for bidding optimization due to stochastic bidding behavior. In this paper, we proposed a multi-agent reinforcement learning architecture for RTB with functional optimization. We designed four agents bidding environment: three Lagrange-multiplier based functional optimization agents and one baseline agent (without a…
