Reinforcement learning (RL) is an effective technique for training decision-making agents through interactions with their environment. The advent of deep learning has been associated with highly notable successes with sequential decision making problems - such as defeating some of the highest-ranked human players at Go. In digital advertising, real-time bidding (RTB) is a common method of allocating advertising inventory through real-time auctions. Bidding strategies need to incorporate logic for dynamically adjusting parameters in order to deliver pre-assigned campaign goals. Here we discuss techniques toward using RL to train bidding agents. As a campaign metric we particularly focused on viewability: the percentage of inventory which goes on to be viewed by an end user. This paper is presented as a survey of techniques and experiments which we developed through the course of this research. We discuss expanding our training data to include edge cases by training on simulated interactions. We discuss the experimental results comparing the performance of several promising RL algorithms, and an approach to hyperparameter optimization of an actor/critic training pipeline through Bayesian optimization. Finally, we present live-traffic tests of some of our RL agents against a rule-based feedback-control approach, demonstrating the potential for this method as well as areas for further improvement. This paper therefore presents an arrangement of our findings in this quickly developing field, and ways that it can be applied to an RTB use case.

Real-Time Bidding (RTB) display advertising is a method for purchasing display advertising inventory in auctions that occur within milliseconds. The performance of RTB campaigns is generally measured with a series of Key Performance Indicators (KPIs) - measurements used to ensure that the campaign is cost-effective and that it is purchasing valuable inventory. While an RTB campaign should ideally meet all KPIs, simultaneous improvement tends to be very challenging, as an improvement to any one KPI risks a detrimental effect toward the others. Here we present an approach to simultaneously controlling multiple KPIs with a PID-based feedback-control system. This method generates a control score for each KPI, based on both the output of a PID controller module and a metric that quantifies the importance of each KPI for internal business needs. On regular intervals, this algorithm - Sequential Control - will choose the KPI with the greatest overall need for improvement. In this way, our algorithm is able to continually seek the greatest marginal improvements to its current state. Multiple methods of control can be associated with each KPI, and can be triggered either simultaneously or chosen stochastically, in order to avoid local optima. In both offline ad bidding simulations and testing on live traffic, our methods proved to be effective in simultaneously controlling multiple KPIs, and bringing them toward their respective goals.