arXivDaily arXiv每日学术速递 周一至周五更新
arXiv 2508.02002cs.LGcs.CE
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生成式大规模预训练模型用于自动化广告竞价优化

Generative Large-Scale Pre-trained Models for Automated Ad Bidding Optimization

Beijing University of Posts and Telecommunications(北京邮电大学);Nanyang Technological University(南洋理工大学)

Yu Lei, Jiayang Zhao, Yilei Zhao, Zhaoqi Zhang, Linyou Cai, Qianlong Xie, Xingxing Wang

AI总结:

GRAD通过生成式模型结合专家混合模块和因果变压器,提升广告竞价效率与收益,实现更高 ROI 和 GMV。

摘要:

现代自动竞价系统需要在整体性能与多样化的广告主目标和现实约束之间取得平衡,反映了行业动态和不断变化的需求。最近在条件生成模型方面的进展,如变压器和扩散模型,使能够直接生成适合广告主偏好的轨迹,为传统基于马尔可夫决策过程的方法提供了一个有前途的替代方案。然而,这些生成方法面临显著挑战,例如离线与在线环境之间的分布偏移、动作空间探索有限,以及必须满足如边际每千次展示成本(CPM)和投资回报率(ROI)等约束。为解决这些挑战,我们提出了GRAD(生成式奖励驱动广告竞价与专家混合模型),一种适用于自动竞价的可扩展基础模型,结合了动作混合专家模块以实现多样化的竞价动作探索,以及因果变压器的价值估计器用于约束感知优化。广泛的离线和在线实验表明,GRAD显著提高了平台收入,突显了其在应对现代广告主日益多样化和动态需求方面的有效性。此外,GRAD已在美团,全球最大的在线食品配送平台之一的多个营销场景中得到实施,导致 gross merchandise value(GMV)增加 2.18% 和 ROI 增加 10.68%。

英文摘要:

Modern auto-bidding systems are required to balance overall performance with diverse advertiser goals and real-world constraints, reflecting the dynamic and evolving needs of the industry. Recent advances in conditional generative models, such as transformers and diffusers, have enabled direct trajectory generation tailored to advertiser preferences, offering a promising alternative to traditional Markov Decision Process-based methods. However, these generative methods face significant challenges, such as the distribution shift between offline and online environments, limited exploration of the action space, and the necessity to meet constraints like marginal Cost-per-Mille (CPM) and Return on Investment (ROI). To tackle these challenges, we propose GRAD (Generative Reward-driven Ad-bidding with Mixture-of-Experts), a scalable foundation model for auto-bidding that combines an Action-Mixture-of-Experts module for diverse bidding action exploration with the Value Estimator of Causal Transformer for constraint-aware optimization. Extensive offline and online experiments demonstrate that GRAD significantly enhances platform revenue, highlighting its effectiveness in addressing the evolving and diverse requirements of modern advertisers. Furthermore, GRAD has been implemented in multiple marketing scenarios at Meituan, one of the world's largest online food delivery platforms, leading to a 2.18% increase in Gross Merchandise Value (GMV) and 10.68% increase in ROI.

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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