In this paper, we introduce the community exploration problem, which is abstracted from many real-worldapplications.

Attribution modelling lies at the heart of marketing effectiveness, yet most existing approaches depend on user-level path data, which are increasingly inaccessible due to privacy regulations and platform restrictions. This paper introduces a Causal-Driven Attribution (CDA) framework that infers channel influence using only aggregated impression-level data, avoiding any reliance on user identifiers or click-path tracking. CDA integrates temporal causal discovery (using PCMCI) with causal effect estimation via a Structural Causal Model to recover directional channel relationships and quantify their contributions to conversions. Using large-scale synthetic data designed to replicate real marketing dynamics, we show that CDA achieves an average relative RMSE of 9.50% when given the true causal graph, and 24.23% when using the predicted graph, demonstrating strong accuracy under correct structure and meaningful signal recovery even under structural uncertainty. CDA captures cross-channel interdependencies while providing interpretable, privacy-preserving attribution insights, offering a scalable and future-proof alternative to traditional path-based models.

This research designs a unified architecture of CTR prediction benchmark (Bench-CTR) platform that offers flexible interfaces with datasets and components of a wide range of CTR prediction models. Moreover, we construct a comprehensive system of evaluation protocols encompassing real-world and synthetic datasets, a taxonomy of metrics, standardized procedures and experimental guidelines for calibrating the performance of CTR prediction models. Furthermore, we implement the proposed benchmark platform and conduct a comparative study to evaluate a wide range of state-of-the-art models from traditional multivariate statistical to modern large language model (LLM)-based approaches on three public datasets and two synthetic datasets. Experimental results reveal that, (1) high-order models largely outperform low-order models, though such advantage varies in terms of metrics and on different datasets; (2) LLM-based models demonstrate a remarkable data efficiency, i.e., achieving the comparable performance to other models while using only 2% of the training data; (3) the performance of CTR prediction models has achieved significant improvements from 2015 to 2016, then reached a stage with slow progress, which is consistent across various datasets. This benchmark is expected to facilitate model development and evaluation and enhance practitioners' understanding of the underlying mechanisms of models in the area of CTR prediction. Code is available at https://github.com/NuriaNinja/Bench-CTR.

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.

Auto-bidding is widely used in advertising systems, serving a diverse range of advertisers. Generative bidding is increasingly gaining traction due to its strong planning capabilities and generalizability. Unlike traditional reinforcement learning-based bidding, generative bidding does not depend on the Markov Decision Process (MDP), thereby exhibiting superior planning performance in long-horizon scenarios. Conditional diffusion modeling approaches have shown significant promise in the field of auto-bidding. However, relying solely on return as the optimality criterion is insufficient to guarantee the generation of truly optimal decision sequences, as it lacks personalized structural information. Moreover, the auto-regressive generation mechanism of diffusion models inherently introduces timeliness risks. To address these challenges, we introduce a novel conditional diffusion modeling approach that integrates expert trajectory guidance with a skip-step sampling strategy to improve generation efficiency. The efficacy of this method has been demonstrated through comprehensive offline experiments and further substantiated by statistically significant outcomes in online A/B testing, yielding an 11.29% increase in conversions and a 12.36% growth in revenue relative to the baseline.

Online advertising in recommendation platforms has gained significant attention, with a predominant focus on channel recommendation and budget allocation strategies. However, current offline reinforcement learning (RL) methods face substantial challenges when applied to sparse advertising scenarios, primarily due to severe overestimation, distributional shifts, and overlooking budget constraints. To address these issues, we propose MTORL, a novel multi-task offline RL model that targets two key objectives. First, we establish a Markov Decision Process (MDP) framework specific to the nuances of advertising. Then, we develop a causal state encoder to capture dynamic user interests and temporal dependencies, facilitating offline RL through conditional sequence modeling. Causal attention mechanisms are introduced to enhance user sequence representations by identifying correlations among causal states. We employ multi-task learning to decode actions and rewards, simultaneously addressing channel recommendation and budget allocation. Notably, our framework includes an automated system for integrating these tasks into online advertising. Extensive experiments on offline and online environments demonstrate MTORL's superiority over state-of-the-art methods.

The growth in the use of online advertising to foster brand awareness over recent years is largely attributable to the ubiquity of social media. One pivotal technology contributing to the success of online brand advertising is frequency capping, a mechanism that enables marketers to control the number of times an ad is shown to a specific user. However, the very foundation of this technology is being scrutinized as the industry gravitates towards advertising solutions that prioritize user privacy. This paper delves into the issue of reach measurement and optimization within the context of $k$-anonymity, a privacy-preserving model gaining traction across major online advertising platforms. We outline how to report reach within this new privacy landscape and demonstrate how probabilistic discounting, a probabilistic adaptation of traditional frequency capping, can be employed to optimize campaign performance. Experiments are performed to assess the trade-off between user privacy and the efficacy of online brand advertising. Notably, we discern a significant dip in performance as long as privacy is introduced, yet this comes with a limited additional cost for advertising platforms to offer their users more privacy.

Cascading architecture has been widely adopted in large-scale advertising systems to balance efficiency and effectiveness. In this architecture, the pre-ranking model is expected to be a lightweight approximation of the ranking model, which handles more candidates with strict latency requirements. Due to the gap in model capacity, the pre-ranking and ranking models usually generate inconsistent ranked results, thus hurting the overall system effectiveness. The paradigm of score alignment is proposed to regularize their raw scores to be consistent. However, it suffers from inevitable alignment errors and error amplification by bids when applied in online advertising. To this end, we introduce a consistency-oriented pre-ranking framework for online advertising, which employs a chunk-based sampling module and a plug-and-play rank alignment module to explicitly optimize consistency of ECPM-ranked results. A $\Delta NDCG$-based weighting mechanism is adopted to better distinguish the importance of inter-chunk samples in optimization. Both online and offline experiments have validated the superiority of our framework. When deployed in Taobao display advertising system, it achieves an improvement of up to +12.3\% CTR and +5.6\% RPM.

The online advertising management platform has become increasingly popular among e-commerce vendors/advertisers, offering a streamlined approach to reach target customers. Despite its advantages, configuring advertising strategies correctly remains a challenge for online vendors, particularly those with limited resources. Ineffective strategies often result in a surge of unproductive ``just looking'' clicks, leading to disproportionately high advertising expenses comparing to the growth of sales. In this paper, we present a novel profit-maximing strategy for targeting options of online advertising. The proposed model aims to find the optimal set of features to maximize the probability of converting targeted audiences into actual buyers. We address the optimization challenge by reformulating it as a multiple-choice knapsack problem (MCKP). We conduct an empirical study featuring real-world data from Tmall to show that our proposed method can effectively optimize the advertising strategy with budgetary constraints.

Online ads showing e-commerce products typically rely on the product images in a catalog sent to the advertising platform by an e-commerce platform. In the broader ads industry such ads are called dynamic product ads (DPA). It is common for DPA catalogs to be in the scale of millions (corresponding to the scale of products which can be bought from the e-commerce platform). However, not all product images in the catalog may be appealing when directly re-purposed as an ad image, and this may lead to lower click-through rates (CTRs). In particular, products just placed against a solid background may not be as enticing and realistic as a product staged in a natural environment. To address such shortcomings of DPA images at scale, we propose a generative adversarial network (GAN) based approach to generate staged backgrounds for un-staged product images. Generating the entire staged background is a challenging task susceptible to hallucinations. To get around this, we introduce a simpler approach called copy-paste staging using retrieval assisted GANs. In copy paste staging, we first retrieve (from the catalog) staged products similar to the un-staged input product, and then copy-paste the background of the retrieved product in the input image. A GAN based in-painting model is used to fill the holes left after this copy-paste operation. We show the efficacy of our copy-paste staging method via offline metrics, and human evaluation. In addition, we show how our staging approach can enable animations of moving products leading to a video ad from a product image.