mlsanityData to 14 Oct 2026

Bid Optimization by Multivariable Control in Display Advertising

arXiv 1905.10928 ↗First posted 24 May 2019cs.GT cs.SY eess.SYcited by 37

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Abstract (arXiv)

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.

Key facts. Cited by 37 papers in the map (data through 14 Oct 2026). First posted on arXiv 24 May 2019.

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Citing papers per year: 2021: 6; 2022: 9; 2023: 3; 2024: 1; 2025: 8; 2026: 10.

37 papers.

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  1. 2021Neural Auction: End-to-End Learning of Auction Mechanisms for E-Commerce Advertisingcited by 31
  2. 2021An Efficient Deep Distribution Network for Bid Shading in First-Price Auctionscited by 14
  3. 2022ROI-Constrained Bidding via Curriculum-Guided Bayesian Reinforcement Learningcited by 12
  4. 2022MBCT: Tree-Based Feature-Aware Binning for Individual Uncertainty Calibrationcited by 11
  5. 2023Offline Reinforcement Learning for Optimizing Production Bidding Policiescited by 8
  6. 2021Multi-Agent Cooperative Bidding Games for Multi-Objective Optimization in e-Commercial Sponsored Searchcited by 7
  7. 2023Adversarial Constrained Bidding via Minimax Regret Optimization with Causality-Aware Reinforcement Learningcited by 7
  8. 2021We Know What You Want: An Advertising Strategy Recommender System for Online Advertisingcited by 5
  9. 2025An Adaptable Budget Planner for Enhancing Budget-Constrained Auto-Bidding in Online Advertisingcited by 5
  10. 2025See Beyond a Single View: Multi-Attribution Learning Leads to Better Conversion Rate Predictioncited by 5
  11. 2025Generative Auto-Bidding in Large-Scale Competitive Auctions via Diffusion Completer-Alignercited by 5
  12. 2023HiBid: A Cross-Channel Constrained Bidding System with Budget Allocation by Hierarchical Offline Deep Reinforcement Learningcited by 4
25 more
  1. 2021Computation Resource Allocation Solution in Recommender Systemscited by 3
  2. 2022Analysis of Dual-Based PID Controllers through Convolutional Mirror Descentcited by 3
  3. 2022A Real-World Implementation of Unbiased Lift-based Bidding Systemcited by 2
  4. 2022Impression Allocation and Policy Search in Display Advertisingcited by 2
  5. 2025BAT: Benchmark for Auto-bidding Taskcited by 2
  6. 2021Bid Optimization using Maximum Entropy Reinforcement Learningcited by 1
  7. 2022Ad Creative Discontinuation Prediction with Multi-Modal Multi-Task Neural Survival Networkscited by 1
  8. 2025Lightweight Auto-bidding based on Traffic Prediction in Live Advertisingcited by 1
  9. 2025Autobidding Arena: unified evaluation of the classical and RL-based autobidding algorithmscited by 1
  10. 2026PlatformBid: An Auto-Bidding Benchmark from a Unified Advertising Platform's Perspectivecited by 1
  11. 2022A Unified Framework for Campaign Performance Forecasting in Online Display Advertisingcited by 0
  12. 2022Functional Optimization Reinforcement Learning for Real-Time Biddingcited by 0
  13. 2022Risk-Aware Bid Optimization for Online Display Advertisementcited by 0
  14. 2024Cost-Control in Display Advertising: Theory vs Practicecited by 0
  15. 2025HALO: Hindsight-Augmented Learning for Online Auto-Biddingcited by 0
  16. 2025Smart Fast Finish: Preventing Overdelivery via Daily Budget Pacing at DoorDashcited by 0
  17. 2026Q-Regularized Generative Auto-Bidding: From Suboptimal Trajectories to Optimal Policiescited by 0
  18. 2026Statistical Learning from Attribution Setscited by 0
  19. 2026AHBid: An Adaptable Hierarchical Bidding Framework for Cross-Channel Advertisingcited by 0
  20. 2026Uncertainty Quantification of Click and Conversion Estimates for the Autobiddingcited by 0
  21. 2026Knowledge-informed Bidding with Dual-process Control for Online Advertisingcited by 0
  22. 2026A Lightweight MPC Bidding Framework for Brand Auction Adscited by 0
  23. 2026Generative Auto-Bidding with Unified Modeling and Explorationcited by 0
  24. 2026DRIVE: Distributional and Retrieval-Augmented Bidding with Value Evaluationcited by 0
  25. 2026OneBid: A Unified Auto-Bidding Foundation Model for Diverse oCPX Advertising Scenarioscited by 0