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Register a new userMulti-Agent Cooperative Bidding Games for Multi-Objective Optimization in e-Commercial Sponsored Search
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Added by
Hongchang Wu
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Bid optimization for online advertising from single advertisers 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. (2) Previous works cannot well handle the underlying complex bidding environment, leading to poor model convergence. This problem could be amplified when handling multiple objectives of advertisers which are practical demands but not considered by previous work. In this paper, we propose a novel multi-objective cooperative bid optimization formulation called Multi-Agent Cooperative bidding Games (MACG). MACG sets up a carefully designed multi-objective optimization framework where different objectives of advertisers are incorporated. A global objective to maximize the overall profit of all advertisements is added in order to encourage better cooperation and also to protect self-bidding advertisers. To avoid collusion, we also introduce an extra platform revenue constraint. We analyze the optimal functional form of the bidding formula theoretically and design a policy network accordingly to generate auction-level bids. Then we design an efficient multi-agent evolutionary strategy for model optimization. Offline experiments and online A/B tests conducted on the Taobao platform indicate both single advertisers objective and global profit have been significantly improved compared to state-of-art methods.
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Online real-time bidding (RTB) is known as a complex auction game where ad platforms seek to consider various influential key performance indicators (KPIs), like revenue and return on investment (ROI). The trade-off among these competing goals needs to be balanced on a massive scale. To address the problem, we propose a multi-objective reinforcement learning algorithm, named MoTiAC, for the problem of bidding optimization with various goals. Specifically, in MoTiAC, instead of using a fixed and linear combination of multiple objectives, we compute adaptive weights overtime on the basis of how well the current state agrees with the agents prior. In addition, we provide interesting properties of model updating and further prove that Pareto optimality could be guaranteed. We demonstrate the effectiveness of our method on a real-world commercial dataset. Experiments show that the model outperforms all state-of-the-art baselines.
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