Auto-bidding plays an important role in online advertising and has become a crucial tool for advertisers and advertising platforms to meet their performance objectives and optimize the efficiency of ad delivery. Advertisers employing auto-bidding only need to express high-level goals and constraints, and leave the bid optimization problem to the advertising platforms. As auto-bidding has obviously changed the bidding language and the way advertisers participate in the ad auction, fundamental investigation into mechanism design for auto-bidding environment should be made to study the interaction of auto-bidding with advertisers. In this paper, we formulate the general problem of incentive mechanism design for ROI-constrained auto-bidding, and carry out analysis of strategy-proof requirements for the revenue-maximizing and profit-maximizing advertisers. In addition, we provide a mechanism framework and a practical solution to guarantee the incentive property for different types of advertisers.
Internet advertisers (buyers) repeatedly procure ad impressions from ad platforms (sellers) with the aim to maximize total conversion (i.e. ad value) while respecting both budget and return-on-investment (ROI) constraints for efficient utilization of limited monetary resources. Facing such a constrained buyer who aims to learn her optimal strategy to acquire impressions, we study from a seller's perspective how to learn and price ad impressions through repeated posted price mechanisms to maximize revenue. For this two-sided learning setup, we propose a learning algorithm for the seller that ut…
We consider a variant of the standard Bayesian mechanism, where players evaluate their outcomes and constraints in an ex-ante manner. Such a model captures a major form of modern online advertising where an advertiser is concerned with her/his expected utility over a time period and her/his type may change over time. We are interested in the incentive compatibility (IC) problem of such Bayesian mechanism. Under very mild conditions on the mechanism environments, we give a full characterization of IC via the taxation principle and show, perhaps surprisingly, that such IC mechanisms are fully ch…
The increasing competition in digital advertising induced a proliferation of media agencies playing the role of intermediaries between advertisers and platforms selling ad slots. When a group of competing advertisers is managed by a common agency, many forms of collusion, such as bid rigging, can be implemented by coordinating bidding strategies, dramatically increasing advertisers' value. We study the problem of finding bids and monetary transfers maximizing the utility of a group of colluders, under GSP and VCG mechanisms. First, we introduce an abstract bid optimization problem -- called we…
We perform a simulation-based analysis of keyword auctions modeled as one-shot games of incomplete information to study a series of mechanism design questions. Our first question addresses the degree to which incentive compatibility fails in generalized second-price (GSP) auctions. Our results suggest that sincere bidding in GSP auctions is a strikingly poor strategy and a poor predictor of equilibrium outcomes. We next show that the rank-by-revenue mechanism is welfare optimal, corroborating past results. Finally, we analyze profit as a function of auction mechanism under a series of alternat…
In recent years, RTB(Real Time Bidding) becomes a popular online advertisement trading method. During the auction, each DSP(Demand Side Platform) is supposed to evaluate current opportunity and respond with an ad and corresponding bid price. It's essential for DSP to find an optimal ad selection and bid price determination strategy which maximizes revenue or performance under budget and ROI(Return On Investment) constraints in P4P(Pay For Performance) or P4U(Pay For Usage) mode. We solve this problem by 1) formalizing the DSP problem as a constrained optimization problem, 2) proposing the augm…
Real-time bidding, as one of the most popular mechanisms for selling online ad slots, facilitates advertisers to reach their potential customers. The goal of bidding optimization is to maximize the advertisers' return on investment (ROI) under a certain budget setting. A straightforward solution is to model the bidding function in an explicit form. However, the static functional solutions lack generality in practice and are insensitive to the stochastic behaviour of other bidders in the environment. In this paper, we propose a general multi-agent framework with actor-critic solutions facing ag…
We are interested in mechanisms that maximize social welfare. In [1] this problem was studied for multi-unit auctions with unit demand bidders and for the public project problem, and in each case social welfare undominated mechanisms in the class of feasible and incentive compatible mechanisms were identified. One way to improve upon these optimality results is by allowing the players to move sequentially. With this in mind, we study here sequential versions of two feasible Groves mechanisms used for single item auctions: the Vickrey auction and the Bailey-Cavallo mechanism. Because of the abs…
HiBid: A Cross-Channel Constrained Bidding System with Budget Allocation by Hierarchical Offline Deep Reinforcement Learning
School of Computer Science and Technology, Beijing Institute of Technology（北京理工大学计算机科学与技术学院）；Meituan（美团）；Institute for Advanced Algorithms Research（先进算法研究院）
As an emerging decentralized secure data management platform, blockchain has gained much popularity recently. To maintain a canonical state of blockchain data record, proof-of-work based consensus protocols provide the nodes, referred to as miners, in the network with incentives for confirming new block of transactions through a process of "block mining" by solving a cryptographic puzzle. Under the circumstance of limited local computing resources, e.g., mobile devices, it is natural for rational miners, i.e., consensus nodes, to offload computational tasks for proof of work to the cloud/fog c…
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…
We present novel online mechanisms for traffic intersection auctions in which users bid for priority service. We assume that users at the front of their lane are requested to declare their delay cost, i.e. value of time, and that users are serviced in decreasing order of declared delay cost. Since users are expected to arrive dynamically at traffic intersections, static pricing approaches may fail to estimate user expected waiting time accurately, and lead to non-strategyproof payments. To address this gap, we propose two Markov chain models to determine the expected waiting time of participan…
In blockchains such as Bitcoin and Ethereum, users compete in a transaction fee auction to get their transactions confirmed in the next block. A line of recent works set forth the desiderata for a "dream" transaction fee mechanism (TFM), and explored whether such a mechanism existed. A dream TFM should satisfy 1) user incentive compatibility (UIC), i.e., truthful bidding should be a user's dominant strategy; 2) miner incentive compatibility (MIC), i.e., the miner's dominant strategy is to faithfully implement the prescribed mechanism; and 3) miner-user side contract proofness (SCP), i.e., no c…
Under the incentive-compatible Vickrey-Clarke-Groves mechanism, coalitions of participants can influence the auction outcome to obtain higher collective profit. These manipulations were proven to be eliminated if and only if the market objective is supermodular. Nevertheless, several auctions do not satisfy the stringent conditions for supermodularity. These auctions include electricity markets, which are the main motivation of our study. To characterize nonsupermodular functions, we introduce the supermodularity ratio and the weak supermodularity. We show that these concepts provide us with t…
Sponsored search has more than 20 years of history, and it has been proven to be a successful business model for online advertising. Based on the pay-per-click pricing model and the keyword targeting technology, the sponsored system runs online auctions to determine the allocations and prices of search advertisements. In the traditional setting, advertisers should manually create lots of ad creatives and bid on some relevant keywords to target their audience. Due to the huge amount of search traffic and a wide variety of ad creations, the limits of manual optimizations from advertisers become …
Nanjing University of Science and Technology（南京理工大学）；Meituan Inc.（美团公司）
In many applications, ads are displayed together with the prices, so as to provide a direct comparison among similar products or services. The price-displaying feature not only influences the consumers' decisions, but also affects the advertisers' bidding behaviors. In this paper, we study ad auctions with display prices from the perspective of mechanism design, in which advertisers are asked to submit both the costs and prices of their products. We provide a characterization for all incentive compatible auctions with display prices, and use it to design auctions under two scenarios. In the fo…
Auction-based allocation of routes in capacity-constrained networks
HUN-REN Institute for Computer Science and Control（匈牙利科学院计算机与控制研究所）；Budapest University of Technology and Economics（布达佩斯技术与经济大学）；ELTE Centre for Economic and Regional Studies, Institute of Economics（罗兰大学经济与区域研究中心经济学研究所）；Pázmány Péter Catholic University, Faculty of Information Technology and Bionics（帕兹曼·彼得天主教大学信息与仿生技术学院）
