# Feedback Control for Small Budget Pacing

arXiv: https://arxiv.org/abs/2509.25429 · HTML: https://mlsanity.com/paper/2509.25429/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 2 of its 12 references that are in the map.
- First posted on arXiv 29 Sep 2025.

## Builds on (most cited first, 2 of 2)

- [Feedback Control of Real-Time Display Advertising](https://mlsanity.com/paper/1603.01055/) (2016)
- [Smart Pacing for Effective Online Ad Campaign Optimization](https://mlsanity.com/paper/1506.05851/) (2015)

## Abstract (arXiv)

Budget pacing is critical in online advertising to align spend with campaign goals under dynamic auctions. Existing pacing methods often rely on ad-hoc parameter tuning, which can be unstable and inefficient. We propose a principled controller that combines bucketized hysteresis with proportional feedback to provide stable and adaptive spend control. Our method provides a framework and analysis for parameter selection that enables accurate tracking of desired spend rates across campaigns. Experiments in real-world auctions demonstrate significant improvements in pacing accuracy and delivery consistency, reducing pacing error by 13% and λ-volatility by 54% compared to baseline method. By bridging control theory with advertising systems, our approach offers a scalable and reliable solution for budget pacing, with particular benefits for small-budget campaigns.