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 quality as in \cite{CJ22}. When similar users can have different advertiser-specific preferences, we show that a preference-based fairness guarantee holds. Finally, we provide a computationally efficient algorithm for computing payments for our auctions as well as those in previous work, resolving another open direction from \cite{CJ22}.
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 …
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…
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…
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…
The Hebrew University of Jerusalem（耶路撒冷希伯来大学）；Microsoft Research（微软研究院）
We consider the problem of bid prediction in repeated auctions and evaluate the performance of econometric methods for learning agents using a dataset from a mainstream sponsored search auction marketplace. Sponsored search auctions is a billion dollar industry and the main source of revenue of several tech giants. A critical problem in optimizing such marketplaces is understanding how bidders will react to changes in the auction design. We propose the use of no-regret based econometrics for bid prediction, modeling players as no-regret learners with respect to a utility function, unknown to t…
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 …
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）
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…
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 …
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…
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…
State-of-the-art drone technologies have severe flight time limitations due to weight constraints, which inevitably lead to a relatively small amount of available energy. Therefore, frequent battery replacement or recharging is necessary in applications such as delivery, exploration, or support to the wireless infrastructure. Mobile charging stations (i.e., mobile stations with charging equipment) for outdoor ad-hoc battery charging is one of the feasible solutions to address this issue. However, the ability of these platforms to charge the drones is limited in terms of the number and charging…
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…
