Recent empirical work demonstrates that online advertisement can exhibit bias in the delivery of ads across users even when all advertisers bid in a non-discriminatory manner. We study the design of ad auctions that, given fair bids, are guaranteed to produce fair outcomes. Following the works of Dwork and Ilvento (2019) and Chawla et al. (2020), our goal is to design a truthful auction that satisfies ``individual fairness'' in its outcomes: informally speaking, users that are similar to each other should obtain similar allocations of ads. Within this framework we quantify the tradeoff between social welfare maximization and fairness.
This work makes two conceptual contributions. First, we express the fairness constraint as a kind of stability condition: any two users that are assigned multiplicatively similar values by all the advertisers must receive additively similar allocations for each advertiser. This value stability constraint is expressed as a function that maps the multiplicative distance between value vectors to the maximum allowable $\ell_{\infty}$ distance between the corresponding allocations. Standard auctions do not satisfy this kind of value stability.
Second, we introduce a new class of allocation algorithms called Inverse Proportional Allocation that achieve a near optimal tradeoff between fairness and social welfare for a broad and expressive class of value stability conditions. These allocation algorithms are truthful and prior-free, and achieve a constant factor approximation to the optimal (unconstrained) social welfare. In particular, the approximation ratio is independent of the number of advertisers in the system. In this respect, these allocation algorithms greatly surpass the guarantees achieved in previous work. We also extend our results to broader notions of fairness that we call subset fairness.
In e-commerce advertising, it is crucial to jointly consider various performance metrics, e.g., user experience, advertiser utility, and platform revenue. Traditional auction mechanisms, such as GSP and VCG auctions, can be suboptimal due to their fixed allocation rules to optimize a single performance metric (e.g., revenue or social welfare). Recently, data-driven auctions, learned directly from auction outcomes to optimize multiple performance metrics, have attracted increasing research interests. However, the procedure of auction mechanisms involves various discrete calculation operations, …
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 f…
In online advertising, a set of potential advertisements can be ranked by a certain auction system where usually the top-1 advertisement would be selected and displayed at an advertising space. In this paper, we show a selection bias issue that is present in an auction system. We analyze that the selection bias destroy truthfulness of the auction, which implies that the buyers (advertisers) on the auction can not maximize their profits. Although selection bias is well known in the field of statistics and there are lot of studies for it, our main contribution is to combine the theoretical analy…
For the scalability of industrial online advertising systems, a two-stage auction architecture is widely used to enable efficient ad allocation on a large set of corpus within a limited response time. The current deployed two-stage ad auction usually retrieves an ad subset by a coarse ad quality metric in a pre-auction stage, and then determines the auction outcome by a refined metric in the subsequent stage. However, this simple and greedy solution suffers from serious performance degradation, as it regards the decision in each stage separately, leading to an improper ad selection metric for …
Sponsored search in E-commerce platforms such as Amazon, Taobao and Tmall provides sellers an effective way to reach potential buyers with most relevant purpose. In this paper, we study the auction mechanism optimization problem in sponsored search on Alibaba's mobile E-commerce platform. Besides generating revenue, we are supposed to maintain an efficient marketplace with plenty of quality users, guarantee a reasonable return on investment (ROI) for advertisers, and meanwhile, facilitate a pleasant shopping experience for the users. These requirements essentially pose a constrained optimizati…
Standard ad auction formats do not immediately extend to settings where multiple size configurations and layouts are available to advertisers. In these settings, the sale of web advertising space increasingly resembles a combinatorial auction with complementarities, where truthful auctions such as the Vickrey-Clarke-Groves (VCG) can yield unacceptably low revenue. We therefore study core selecting auctions, which boost revenue by setting payments so that no group of agents, including the auctioneer, can jointly improve their utilities by switching to a different outcome. Our main result is a c…
With the advent and increasing consolidation of e-commerce, digital advertising has very recently replaced traditional advertising as the main marketing force in the economy. In the past four years, a particularly important development in the digital advertising industry is the shift from second-price auctions to first-price auctions for online display ads. This shift immediately motivated the intellectually challenging question of how to bid in first-price auctions, because unlike in second-price auctions, bidding one's private value truthfully is no longer optimal. Following a series of rece…
Gaoling School of Artificial Intelligence, Renmin University of China, Beijing, China（中国人民大学人工智能学院）；Beijing Key Laboratory of Research on Large Models（北京大型模型研究重点实验室）；Engineering Research Center of Next-Generation Intelligent Search（下一代智能搜索工程研究中心）
Digital advertising constitutes one of the main revenue sources for online platforms. In recent years, some advertisers tend to adopt auto-bidding tools to facilitate advertising performance optimization, making the classical \emph{utility maximizer} model in auction theory not fit well. Some recent studies proposed a new model, called \emph{value maximizer}, for auto-bidding advertisers with return-on-investment (ROI) constraints. However, the model of either utility maximizer or value maximizer could only characterize partial advertisers in real-world advertising platforms. In a mixed enviro…
The internet advertising market is a multi-billion dollar industry, in which advertisers buy thousands of ad placements every day by repeatedly participating in auctions. An important and ubiquitous feature of these auctions is the presence of campaign budgets, which specify the maximum amount the advertisers are willing to pay over a specified time period. In this paper, we present a new model to study the equilibrium bidding strategies in standard auctions, a large class of auctions that includes first- and second-price auctions, for advertisers who satisfy budget constraints on average. Our…
Online advertising is the main source of revenue for many Internet firms. A central component of online advertising is the underlying mechanism that selects and prices the winning ads for a given ad slot. In this paper we study designing a mechanism for the Combinatorial Auction with Identical Items (CAII) in which we are interested in selling $k$ identical items to a group of bidders each demanding a certain number of items between $1$ and $k$. CAII generalizes important online advertising scenarios such as image-text and video-pod auctions [GK14]. In image-text auction we want to fill an adv…
University of Wisconsin-Madison（威斯康星大学麦迪逊分校）；Harvard University（哈佛大学）
Fairness in advertising is a topic of particular concern motivated by theoretical and empirical observations in both the computer science and economics literature. We examine the problem of fairness in advertising for general purpose platforms that service advertisers from many different categories. First, we propose inter-category and intra-category fairness desiderata that take inspiration from individual fairness and envy-freeness. Second, we investigate the "platform utility" (a proxy for the quality of the allocation) achievable by mechanisms satisfying these desiderata. More specifically…
Internet ad auctions have evolved from a few lines of text to richer informational layouts that include images, sitelinks, videos, etc. Ads in these new formats occupy varying amounts of space, and an advertiser can provide multiple formats, only one of which can be shown. The seller is now faced with a multi-parameter mechanism design problem. Computing an efficient allocation is computationally intractable, and therefore the standard Vickrey-Clarke-Groves (VCG) auction, while truthful and welfare-optimal, is impractical. In this paper, we tackle a fundamental problem in the design of modern …
University of Maryland（马里兰大学）；Hofstra University（霍夫斯特拉大学）；University of Maryland and John Dickerson（马里兰大学和John Dickerson）
The design of revenue-maximizing auctions with strong incentive guarantees is a core concern of economic theory. Computational auctions enable online advertising, sourcing, spectrum allocation, and myriad financial markets. Analytic progress in this space is notoriously difficult; since Myerson's 1981 work characterizing single-item optimal auctions, there has been limited progress outside of restricted settings. A recent paper by Dütting et al. circumvents analytic difficulties by applying deep learning techniques to, instead, approximate optimal auctions. In parallel, new research from Ilven…
In this paper, we deal with the uncertainty of bidding for display advertising. Similar to the financial market trading, real-time bidding (RTB) based display advertising employs an auction mechanism to automate the impression level media buying; and running a campaign is no different than an investment of acquiring new customers in return for obtaining additional converted sales. Thus, how to optimally bid on an ad impression to drive the profit and return-on-investment becomes essential. However, the large randomness of the user behaviors and the cost uncertainty caused by the auction compet…
In this paper, we study behavior of bidders in an experimental launch of a new advertising auction platform by Zillow, as Zillow switched from negotiated contracts to using auctions in several geographically isolated markets. A unique feature of this experiment is that the bidders in this market are real estate agents that bid on their own behalf, not using third-party intermediaries. To help bidders, Zillow also provided a recommendation tool that suggested a bid for each bidder. Our main focus in this paper is on the decisions of bidders whether or not to adopt the platform-provided bid reco…
Real-time bidding (RTB) has become a new norm in display advertising where a publisher uses auction models to sell online user's page view to advertisers. In RTB, the ad with the highest bid price will be displayed to the user. This ad displaying process is biased towards the publisher. In fact, the benefits of the advertiser and the user have been rarely discussed. Towards the global optimization, we argue that all stakeholders' benefits should be considered. To this end, we propose a novel computation framework where multimedia techniques and auction theory are integrated. This doctoral rese…
We propose an auction for online advertising where each ad occupies either one square or two horizontally-adjacent squares of a grid of squares. Our primary application are ads for products shown on retail websites such as Instacart or Amazon where the products are naturally organized into a grid. We propose efficient algorithms for computing the optimal layout of the ads and pricing of the ads. The auction is a generalization of the generalized second-price (GSP) auction used by internet search engines (e.g. Google, Microsoft Bing, Yahoo!).
For sponsored search auctions, we consider contextual multi-armed bandit problem in the presence of strategic agents. In this setting, at each round, an advertising platform (center) runs an auction to select the best-suited ads relevant to the query posted by the user. It is in the best interest of the center to select an ad that has a high expected value (i.e., probability of getting a click $\times$ value it derives from a click of the ad). The probability of getting a click (CTR) is unknown to the center and depends on the user's profile (context) posting the query. Further, the value deri…
Advertising becomes one of the most popular ways of monetizing an online transaction platform. Usually, sponsored advertisements are posted on the most attractive positions to enhance the number of clicks. However, multiple e-commerce platforms are aware that this action may hurt the search experience of users, even though it can bring more incomes. To balance the advertising revenue and the user experience loss caused by advertisements, most e-commerce platforms choose fixing some areas for advertisements and adopting some simple restrictions on the number of ads, such as a fixed number K of …
The emergence of real-time auction in online advertising has drawn huge attention of modeling the market competition, i.e., bid landscape forecasting. The problem is formulated as to forecast the probability distribution of market price for each ad auction. With the consideration of the censorship issue which is caused by the second-price auction mechanism, many researchers have devoted their efforts on bid landscape forecasting by incorporating survival analysis from medical research field. However, most existing solutions mainly focus on either counting-based statistics of the segmented samp…
Budget-management systems are one of the key components of modern auction markets. Internet advertising platforms typically offer advertisers the possibility to pace the rate at which their budget is depleted, through budget-pacing mechanisms. We focus on multiplicative pacing mechanisms in an online setting in which a bidder is repeatedly confronted with a series of advertising opportunities. After collecting bids, each item is then allocated through a single-item, second-price auction. If there were no budgetary constraints, bidding truthfully would be an optimal choice for the advertiser. H…
Technological University Dublin（都柏林理工大学）；University of Murcia（穆尔西亚大学）
Real-Time Bidding is a new Internet advertising system that has become very popular in recent years. This system works like a global auction where advertisers bid to display their impressions in the publishers' ad slots. The most popular system to select which advertiser wins each auction is the Generalized second-price auction in which the advertiser that offers the most wins the bet and is charged with the price of the second largest bet. In this paper, we propose an alternative betting system with a new approach that not only considers the economic aspect but also other relevant factors for…
Generative Auto-Bidding in Large-Scale Competitive Auctions via Diffusion Completer-Aligner
Kuaishou Technology（快手科技）；Nanyang Technological University（南洋理工大学）；City University of HongKong（香港城市大学）；Chinese University of HongKong（香港中文大学）；University of Texas at Austin（德克萨斯大学奥斯汀分校）
Stanford Graduate School of Business, Stanford University（斯坦福大学斯坦福商学院）
Motivated by online advertising auctions, we study auction design in repeated auctions played by simple Artificial Intelligence algorithms (Q-learning). We find that first-price auctions with no additional feedback lead to tacit-collusive outcomes (bids lower than values), while second-price auctions do not. We show that the difference is driven by the incentive in first-price auctions to outbid opponents by just one bid increment. This facilitates re-coordination on low bids after a phase of experimentation. We also show that providing information about lowest bid to win, as introduced by Goo…
While page views are often sold instantly through real-time auctions when users visit websites, they can also be sold in advance via guaranteed contracts. In this paper, we present a dynamic programming model to study how an online publisher should optimally allocate and price page views between guaranteed and spot markets. The problem is challenging because the allocation and pricing of guaranteed contracts affect how advertisers split their purchases between the two markets, and the terminal value of the model is endogenously determined by the updated dual force of supply and demand in aucti…
Massachusetts Institute of Technology（麻省理工学院）；Université Paris Diderot（巴黎第七大学）
Motivated by online advertising auctions, we consider repeated Vickrey auctions where goods of unknown value are sold sequentially and bidders only learn (potentially noisy) information about a good's value once it is purchased. We adopt an online learning approach with bandit feedback to model this problem and derive bidding strategies for two models: stochastic and adversarial. In the stochastic model, the observed values of the goods are random variables centered around the true value of the good. In this case, logarithmic regret is achievable when competing against well behaved adversaries…
Yale University（耶鲁大学）；Indian Institute of Technology, Kanpur（印度理工学院坎普尔分校）
Online advertising platforms are thriving due to the customizable audiences they offer advertisers. However, recent studies show that advertisements can be discriminatory with respect to the gender or race of the audience that sees the ad, and may inadvertently cross ethical and/or legal boundaries. To prevent this, we propose a constrained ad auction framework that maximizes the platform's revenue conditioned on ensuring that the audience seeing an advertiser's ad is distributed appropriately across sensitive types such as gender or race. Building upon Myerson's classic work, we first present…
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…
