# SEGB: Self-Evolved Generative Bidding with Local Autoregressive Diffusion

arXiv: https://arxiv.org/abs/2602.22226 · HTML: https://mlsanity.com/paper/2602.22226/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 18 of its 43 references that are in the map.
- First posted on arXiv 31 Dec 2025.

## Builds on (most cited first, 18 of 18)

- [Training language models to follow instructions with human feedback](https://mlsanity.com/paper/2203.02155/) (2022)
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- [Generative Adversarial Networks](https://mlsanity.com/paper/2203.00667/) (2022)
- [Offline Reinforcement Learning: Tutorial, Review, and Perspectives on Open Problems](https://mlsanity.com/paper/2005.01643/) (2020)
- [Decision Transformer: Reinforcement Learning via Sequence Modeling](https://mlsanity.com/paper/2106.01345/) (2021)
- [DiffWave: A Versatile Diffusion Model for Audio Synthesis](https://mlsanity.com/paper/2009.09761/) (2020)
- [Offline Reinforcement Learning with Implicit Q-Learning](https://mlsanity.com/paper/2110.06169/) (2021)
- [Off-Policy Deep Reinforcement Learning without Exploration](https://mlsanity.com/paper/1812.02900/) (2018)
- [Autoregressive Image Generation without Vector Quantization](https://mlsanity.com/paper/2406.11838/) (2024)
- [Offline Reinforcement Learning as One Big Sequence Modeling Problem](https://mlsanity.com/paper/2106.02039/) (2021)
- [Uncertainty-Based Offline Reinforcement Learning with Diversified Q-Ensemble](https://mlsanity.com/paper/2110.01548/) (2021)
- [Learning to Poke by Poking: Experiential Learning of Intuitive Physics](https://mlsanity.com/paper/1606.07419/) (2016)
- [Real-Time Bidding by Reinforcement Learning in Display Advertising](https://mlsanity.com/paper/1701.02490/) (2017)
- [Real-Time Bidding with Multi-Agent Reinforcement Learning in Display Advertising](https://mlsanity.com/paper/1802.09756/) (2018)
- [AuctionNet: A Novel Benchmark for Decision-Making in Large-Scale Games](https://mlsanity.com/paper/2412.10798/) (2024)
- [Multi-Task Recommendations with Reinforcement Learning](https://mlsanity.com/paper/2302.03328/) (2023)
- [Feedback Control of Real-Time Display Advertising](https://mlsanity.com/paper/1603.01055/) (2016)

## Abstract (arXiv)

In the realm of online advertising, automated bidding has become a pivotal tool, enabling advertisers to efficiently capture impression opportunities in real-time. Recently, generative auto-bidding has shown significant promise, offering innovative solutions for effective ad optimization. However, existing offline-trained generative policies lack the near-term foresight required for dynamic markets and usually depend on simulators or external experts for post-training improvement. To overcome these critical limitations, we propose Self-Evolved Generative Bidding (SEGB), a framework that plans proactively and refines itself entirely offline. SEGB first synthesizes plausible short-horizon future states to guide each bid, providing the agent with crucial, dynamic foresight. Crucially, it then performs value-guided policy refinement to iteratively discover superior strategies without any external intervention. This self-contained approach uniquely enables robust policy improvement from static data alone. Experiments on the AuctionNet benchmark and a large-scale A/B test validate our approach, demonstrating that SEGB significantly outperforms state-of-the-art baselines. In a large-scale online deployment, it delivered substantial business value, achieving a +10.19% increase in target cost, proving the effectiveness of our advanced planning and evolution paradigm.