In this work we introduce a new class of mechanisms composed of a traditional Generalized Second Price (GSP) auction and a fair division scheme, in order to achieve some desired level of fairness between groups of Bayesian strategic advertisers. We propose two mechanisms, $β$-Fair GSP and GSP-EFX, that compose GSP with, respectively, an envy-free up to one item, and an envy-free up to any item fair division scheme. The payments of GSP are adjusted in order to compensate advertisers that suffer a loss of efficiency due the fair division stage. We investigate the strategic learning implications of the deployment of sponsored search auction mechanisms that obey to such fairness criteria. We prove that, for both mechanisms, if bidders play so as to minimize their external regret they are guaranteed to reach an equilibrium with good social welfare. We also prove that the mechanisms are budget balanced, so that the payments charged by the traditional GSP mechanism are a good proxy of the total compensation offered to the advertisers. Finally, we evaluate the quality of the allocations through experiments on real-world data.
We design fair sponsored search auctions that achieve a near-optimal tradeoff between fairness and quality. Our work builds upon the model and auction design of Chawla and Jagadeesan \cite{CJ22}, who considered the special case of a single slot. We consider sponsored search settings with multiple slots and the standard model of click through rates that are multiplicatively separable into an advertiser-specific component and a slot-specific component. When similar users have similar advertiser-specific click through rates, our auctions achieve the same near-optimal tradeoff between fairness and…
Interactions between bids to show ads online can lead to an advertiser's ad being shown to more men than women even when the advertiser does not target towards men. We design bidding strategies that advertisers can use to avoid such emergent discrimination without having to modify the auction mechanism. We mathematically analyze the strategies to determine the additional cost to the advertiser for avoiding discrimination, proving our strategies to be optimal in some settings. We use simulations to understand other settings.
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…
As the largest e-commerce platform, Taobao helps advertisers reach billions of search queries each day via sponsored search, which has also contributed considerable revenue to the platform. An efficient bidding strategy to cater to diverse advertiser demands while balancing platform revenue and consumer experience is significant to a healthy and sustainable marketing ecosystem. In this paper we propose \emph{Customer Intelligent Agent (CIA)}, a bidding optimization framework which implements an impression-level bidding to reflect advertisers' conversion willingness and budget control. In this …
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…
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…
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 …
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 …
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…
Auto-bidding is now widely adopted as an interface between advertisers and internet advertising as it allows advertisers to specify high-level goals, such as maximizing value subject to a value-per-spend constraint. Prior research has mostly focused on auctions which are truthful (such as SPA) since uniform bidding is optimal in such auctions, which makes it manageable to reason about equilibria. A tantalizing question is whether one can obtain more efficient outcomes by leaving the realm of truthful auctions. This is the first paper to study non-truthful auctions in the prior-free auto-biddin…
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…
Stochastic multi-armed bandit (MAB) mechanisms are widely used in sponsored search auctions, crowdsourcing, online procurement, etc. Existing stochastic MAB mechanisms with a deterministic payment rule, proposed in the literature, necessarily suffer a regret of $Ω(T^{2/3})$, where $T$ is the number of time steps. This happens because the existing mechanisms consider the worst case scenario where the means of the agents' stochastic rewards are separated by a very small amount that depends on $T$. We make, and, exploit the crucial observation that in most scenarios, the separation between the ag…
Most of the economic reports forecast that almost half of the worldwide market value unlocked by AI over the next decade (up to 6 trillion USD per year) will be in marketing&sales. In particular, AI will enable the optimization of more and more intricate economic settings, in which multiple different activities need to be jointly automated. This is the case of, e.g., Google Hotel Ads and Tripadvisor, where auctions are used to display ads of similar products or services together with their prices. As in classical ad auctions, the ads are ranked depending on the advertisers' bids, whereas, diff…
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…
Bid optimization for online advertising from single advertiser's perspective has been thoroughly investigated in both academic research and industrial practice. However, existing work typically assume competitors do not change their bids, i.e., the wining price is fixed, leading to poor performance of the derived solution. Although a few studies use multi-agent reinforcement learning to set up a cooperative game, they still suffer the following drawbacks: (1) They fail to avoid collusion solutions where all the advertisers involved in an auction collude to bid an extremely low price on purpose…
Ad exchanges are kind of the most popular online advertising marketplaces for trading ad spaces over the Internet. Ad exchanges run auctions to sell diverse ad spaces on the publishers' web-pages to advertisers, who want to display ads on ad spaces. However, the parties in an ad auction cannot verify whether the auction is carried out correctly or not. Furthermore, the advertisers are usually unwilling to reveal their sensitive bids and identities. In this paper, we jointly consider the auction verifiability and the advertisers' privacy preservation, and thus propose ERA, which is an Efficient…
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…
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…
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…
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…
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…
