Budget Constrained Bidding by Model-free Reinforcement Learning in Display Advertising

Real-time bidding (RTB) is an important mechanism in online display advertising, where a proper bid for each page view plays an essential role for good marketing results. Budget constrained bidding is a typical scenario in RTB where the advertisers hope to maximize the total value of the winning impressions under a pre-set budget constraint. However, the optimal bidding strategy is hard to be derived due to the complexity and volatility of the auction environment. To address these challenges, in this paper, we formulate budget constrained bidding as a Markov Decision Process and propose a model-free reinforcement learning framework to resolve the optimization problem. Our analysis shows that the immediate reward from environment is misleading under a critical resource constraint. Therefore, we innovate a reward function design methodology for the reinforcement learning problems with constraints. Based on the new reward design, we employ a deep neural network to learn the appropriate reward so that the optimal policy can be learned effectively. Different from the prior model-based work, which suffers from the scalability problem, our framework is easy to be deployed in large-scale industrial applications. The experimental evaluations demonstrate the effectiveness of our framework on large-scale real datasets.Comment: In The 27th ACM International Conference on Information and Knowledge Management (CIKM 18), October 22-26, 2018, Torino, Italy. ACM, New York, NY, USA, 9 page

Learning Adaptive Display Exposure for Real-Time Advertising

In E-commerce advertising, where product recommendations and product ads are presented to users simultaneously, the traditional setting is to display ads at fixed positions. However, under such a setting, the advertising system loses the flexibility to control the number and positions of ads, resulting in sub-optimal platform revenue and user experience. Consequently, major e-commerce platforms (e.g., Taobao.com) have begun to consider more flexible ways to display ads. In this paper, we investigate the problem of advertising with adaptive exposure: can we dynamically determine the number and positions of ads for each user visit under certain business constraints so that the platform revenue can be increased? More specifically, we consider two types of constraints: request-level constraint ensures user experience for each user visit, and platform-level constraint controls the overall platform monetization rate. We model this problem as a Constrained Markov Decision Process with per-state constraint (psCMDP) and propose a constrained two-level reinforcement learning approach to decompose the original problem into two relatively independent sub-problems. To accelerate policy learning, we also devise a constrained hindsight experience replay mechanism. Experimental evaluations on industry-scale real-world datasets demonstrate the merits of our approach in both obtaining higher revenue under the constraints and the effectiveness of the constrained hindsight experience replay mechanism.Comment: accepted by CIKM201

Real-Time Bidding by Reinforcement Learning in Display Advertising

The majority of online display ads are served through real-time bidding (RTB) --- each ad display impression is auctioned off in real-time when it is just being generated from a user visit. To place an ad automatically and optimally, it is critical for advertisers to devise a learning algorithm to cleverly bid an ad impression in real-time. Most previous works consider the bid decision as a static optimization problem of either treating the value of each impression independently or setting a bid price to each segment of ad volume. However, the bidding for a given ad campaign would repeatedly happen during its life span before the budget runs out. As such, each bid is strategically correlated by the constrained budget and the overall effectiveness of the campaign (e.g., the rewards from generated clicks), which is only observed after the campaign has completed. Thus, it is of great interest to devise an optimal bidding strategy sequentially so that the campaign budget can be dynamically allocated across all the available impressions on the basis of both the immediate and future rewards. In this paper, we formulate the bid decision process as a reinforcement learning problem, where the state space is represented by the auction information and the campaign's real-time parameters, while an action is the bid price to set. By modeling the state transition via auction competition, we build a Markov Decision Process framework for learning the optimal bidding policy to optimize the advertising performance in the dynamic real-time bidding environment. Furthermore, the scalability problem from the large real-world auction volume and campaign budget is well handled by state value approximation using neural networks.Comment: WSDM 201

Bid Optimization by Multivariable Control in Display Advertising

Real-Time Bidding (RTB) is an important paradigm in display advertising, where advertisers utilize extended information and algorithms served by Demand Side Platforms (DSPs) to improve advertising performance. A common problem for DSPs is to help advertisers gain as much value as possible with budget constraints. However, advertisers would routinely add certain key performance indicator (KPI) constraints that the advertising campaign must meet due to practical reasons. In this paper, we study the common case where advertisers aim to maximize the quantity of conversions, and set cost-per-click (CPC) as a KPI constraint. We convert such a problem into a linear programming problem and leverage the primal-dual method to derive the optimal bidding strategy. To address the applicability issue, we propose a feedback control-based solution and devise the multivariable control system. The empirical study based on real-word data from Taobao.com verifies the effectiveness and superiority of our approach compared with the state of the art in the industry practices

ROI-Constrained Bidding via Curriculum-Guided Bayesian Reinforcement Learning

Real-Time Bidding (RTB) is an important mechanism in modern online advertising systems. Advertisers employ bidding strategies in RTB to optimize their advertising effects subject to various financial requirements, especially the return-on-investment (ROI) constraint. ROIs change non-monotonically during the sequential bidding process, and often induce a see-saw effect between constraint satisfaction and objective optimization. While some existing approaches show promising results in static or mildly changing ad markets, they fail to generalize to highly dynamic ad markets with ROI constraints, due to their inability to adaptively balance constraints and objectives amidst non-stationarity and partial observability. In this work, we specialize in ROI-Constrained Bidding in non-stationary markets. Based on a Partially Observable Constrained Markov Decision Process, our method exploits an indicator-augmented reward function free of extra trade-off parameters and develops a Curriculum-Guided Bayesian Reinforcement Learning (CBRL) framework to adaptively control the constraint-objective trade-off in non-stationary ad markets. Extensive experiments on a large-scale industrial dataset with two problem settings reveal that CBRL generalizes well in both in-distribution and out-of-distribution data regimes, and enjoys superior learning efficiency and stability.Comment: Accepted by SIGKDD 202

Real-Time Bidding with Multi-Agent Reinforcement Learning in Display Advertising

Real-time advertising allows advertisers to bid for each impression for a visiting user. To optimize specific goals such as maximizing revenue and return on investment (ROI) led by ad placements, advertisers not only need to estimate the relevance between the ads and user's interests, but most importantly require a strategic response with respect to other advertisers bidding in the market. In this paper, we formulate bidding optimization with multi-agent reinforcement learning. To deal with a large number of advertisers, we propose a clustering method and assign each cluster with a strategic bidding agent. A practical Distributed Coordinated Multi-Agent Bidding (DCMAB) has been proposed and implemented to balance the tradeoff between the competition and cooperation among advertisers. The empirical study on our industry-scaled real-world data has demonstrated the effectiveness of our methods. Our results show cluster-based bidding would largely outperform single-agent and bandit approaches, and the coordinated bidding achieves better overall objectives than purely self-interested bidding agents