arXivDaily arXiv每日学术速递 周一至周五更新
arXiv 2401.01656cs.GTcs.AI
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用于整合信息流中广告拍卖与分配的深度自动化机制设计

Deep Automated Mechanism Design for Integrating Ad Auction and Allocation in Feed

Meituan(美团)

Xuejian Li, Ze Wang, Bingqi Zhu, Fei He, Yongkang Wang, Xingxing Wang

AI总结:

针对电商信息流广告拍卖与分配拆分导致的外部性缺失和激励不相容问题,提出深度自动化机制设计方法,整合两阶段流程以优化平台广告收入与GMV。

摘要:

电商平台通常会针对每个用户的页面浏览请求,展示一个混合了若干自然商品和一条广告的有序列表。这个列表是广告拍卖与分配流程的产物,直接影响平台的广告收入和商品交易总额(GMV)。具体而言,广告拍卖决定展示哪条广告及对应的付费金额,而广告分配则决定广告和自然商品的展示位置。当前主流的将广告拍卖与分配拆分为两个独立阶段的方法存在两个问题:1)广告拍卖未考虑外部性,例如实际展示位置和上下文对广告点击率(CTR)的影响;2)广告分配利用拍卖胜出广告的付费金额动态决定展示位置,无法维持对广告的激励相容性(IC)。例如,在采用传统广义第二价格拍卖(GSP)的拍卖阶段,即使胜出广告提高出价,其付费金额仍保持不变。这意味着该广告无法获得更好的位置,进而在后续的广告分配阶段失去获得更高效用的机会。以往研究通常仅聚焦于这两个阶段中的一个,忽视了两阶段协同问题,这可能导致次优结果……

英文摘要:

E-commerce platforms usually present an ordered list, mixed with several organic items and an advertisement, in response to each user's page view request. This list, the outcome of ad auction and allocation processes, directly impacts the platform's ad revenue and gross merchandise volume (GMV). Specifically, the ad auction determines which ad is displayed and the corresponding payment, while the ad allocation decides the display positions of the advertisement and organic items. The prevalent methods of segregating the ad auction and allocation into two distinct stages face two problems: 1) Ad auction does not consider externalities, such as the influence of actual display position and context on ad Click-Through Rate (CTR); 2) The ad allocation, which utilizes the auction-winning ad's payment to determine the display position dynamically, fails to maintain incentive compatibility (IC) for the advertisement. For instance, in the auction stage employing the traditional Generalized Second Price (GSP) , even if the winning ad increases its bid, its payment remains unchanged. This implies that the advertisement cannot secure a better position and thus loses the opportunity to achieve higher utility in the subsequent ad allocation stage. Previous research often focused on one of the two stages, neglecting the two-stage problem, which may result in suboptimal outcomes...

机构、总结、中文摘要均由AI分析而来,可能存在错误,请以论文正文为准。

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