MEBS: Multi-task End-to-end Bid Shading for Multi-slot Display Advertising
Authors: 
Zhen Gong, Lvyin Niu, Yang Zhao, Miao Xu, Haoqi Zhang, Zhenzhe Zheng, Zhilin Zhang, Rongquan Bai, Chuan Yu, Jian Xu, Bo Zheng, Fan WuAuthors Info & Claims
Zhen Gong, Lvyin Niu, Yang Zhao, Miao Xu, Haoqi Zhang, Zhenzhe Zheng, Zhilin Zhang, Rongquan Bai, Chuan Yu, Jian Xu, Bo Zheng, Fan WuAuthors Info & ClaimsPages 4588 - 4594
Abstract
Online bidding and auction are crucial aspects of the online advertising industry. Conventionally, there is only one slot for ad display and most current studies focus on it. Nowadays, multi-slot display advertising is gradually becoming popular where many ads could be displayed in a list and shown as a whole to users. However, multi-slot display advertising leads to different cost-effectiveness. Advertisers have the incentive to adjust bid prices so as to win the most economical ad positions. In this study, we introduce bid shading into multi-slot display advertising for bid price adjustment with a Multi-task End-to-end Bid Shading~(MEBS) method. We prove the optimality of our method theoretically and examine its performance experimentally. Through extensive offline and online experiments, we demonstrate the effectiveness and efficiency of our method, and we obtain a 7.01% lift in Gross Merchandise Volume, a 7.42% lift in Return on Investment, and a 3.26% lift in ad buy count.
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Index Terms
- MEBS: Multi-task End-to-end Bid Shading for Multi-slot Display Advertising
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Published In
October 2023
5508 pages
ISBN:9798400701245
DOI:10.1145/3583780
- General Chairs:
- Ingo Frommholz,
- Frank Hopfgartner,
- Mark Lee,
- Michael Oakes,
- Program Chairs:
- Mounia Lalmas,
- Min Zhang,
- Rodrygo Santos
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Published: 21 October 2023
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CIKM '23: The 32nd ACM International Conference on Information and Knowledge Management
October 21 - 25, 2023
Birmingham, United Kingdom
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