In this section, we provide more information on the application backgrounds, including the detailed structures of the RAS and VAS, the structures of the simulated advertising system. We also discuss the importance and universality of the IBOO problem in auto-bidding, which acts as the motivation of this work.

Recently, auto-bidding technique has become an essential tool to increase the revenue of advertisers. Facing the complex and ever-changing bidding environments in the real-world advertising system (RAS), state-of-the-art auto-bidding policies usually leverage reinforcement learning (RL) algorithms to generate realtime bids on behalf of the advertisers. Due to safety concerns, it was believed that the RL training process can only be carried out in an offline virtual advertising system (VAS) that is built based on the historical data generated in the RAS. In this paper, we argue that there exists significant gaps between the VAS and RAS, making the RL training process suffer from the problem of inconsistency between online and offline (IBOO). Firstly, we formally define the IBOO and systematically analyze its causes and influences. Then, to avoid the IBOO, we propose a sustainable online RL (SORL) framework that trains the auto-bidding policy by directly interacting with the RAS, instead of learning in the VAS. Specifically, based on our proof of the Lipschitz smooth property of the Q function, we design a safe and efficient online exploration (SER) policy for continuously collecting data from the RAS. Meanwhile, we derive the theoretical lower bound on the safety degree of the SER policy. We also develop a variance-suppressed conservative Q-learning (V-CQL) method to effectively and stably learn the auto-bidding policy with the collected data.

Incrementality, which measures the causal effect of showing an ad to a potential customer (e.g. a user in an internet platform) versus not, is a central object for advertisers in online advertising platforms. This paper investigates the problem of how an advertiser can learn to optimize the bidding sequence in an online manner without knowing the incrementality parameters in advance. We formulate the offline version of this problem as a specially structured episodic Markov Decision Process (MDP) and then, for its online learning counterpart, propose a novel reinforcement learning (RL) algorithm with regret at most eO(H2 T), which depends on the number of rounds H and number of episodes T, but does not depend on the number of actions (i.e., possible bids). A fundamental difference between our learning problem from standard RL problems is that the realized reward feedback from conversion incrementality is mixed and delayed. To handle this difficulty we propose and analyze a novel pairwise moment-matching algorithm to learn the conversion incrementality, which we believe is of independent interest.

Today's online advertisers procure digital ad impressions through interacting with

Neural Information Processing Systems http://nips.cc/

Display Ads and the generalized assignment problem are two well-studied online packing problems with important applications in ad allocation and other areas.

Automatic bidding has become one of the main options for advertisers to buy advertisement opportunities intheonline advertising market[Dolan, 2020]. Theprevalence ofautomatic bidding is partly driven by the fact that it significantly simplifies the interaction between the advertisers and theadvertisingplatform.