On e-commerce platforms, sellers typically bid for impressions from ad traffic to promote their products. However, for most sellers, the majority of their sales come from organic traffic. Consequently, the relationship between their ad spending and total sales remains uncertain, resulting in operational inefficiency. To address this issue, e-commerce platforms have recently introduced a novel platform-wide marketing service known as QuanZhanTui, which has reportedly enhanced marketing efficiency for sellers and driven substantial revenue growth for platforms. QuanZhanTui allows sellers to bid for impressions from the platform's entire traffic to boost their total sales without compromising the platform's user experience. In this paper, we investigate the mechanism design problem that arises from QuanZhanTui. The problem is formulated as a multi-objective optimization to balance sellers' welfare and platform's user experience. We first introduce the stock-constrained value maximizer model, which reflects sellers' dual requirements on marketing efficiency and platform-wide ROI. Then, we propose the Liquid Payment Auction (LPA), an auction designed to optimize the balanced objectives while accounting for sellers' requirements in the auto-bidding environment. It employs a simple payment rule based on sellers' liquid welfare, providing a clearer link between their investment and total sales. Under mild assumptions, we theoretically prove desirable properties of LPA, such as optimality and incentive compatibility. Extensive experiments demonstrate LPA's superior performance over conventional auctions in QuanZhanTui.

Fine-tuning large language models (LLMs) to aggregate multiple preferences has attracted considerable research attention. With aggregation algorithms advancing, a potential economic scenario arises where fine-tuning services are provided to agents with different preferences. In this context, agents may benefit from strategically misreporting their preferences, but this could harm the aggregation performance. This paper addresses such incentive issues by framing it as a mechanism design problem: an LLM provider determines the fine-tuning objective (training rule) and the pricing scheme (payment rule) for agents. We primarily focus on training rules that maximize social welfare subject to certain regularizations, referred to as SW-Max rules. First, we show that under most circumstances, truthful reporting is sub-optimal with simply a SW-Max rule, thereby highlighting the necessity of payments. Second, we extend the VCG payment to implement SW-Max rules in dominant-strategy incentive compatibility (DSIC). We characterize sufficient conditions for payment equivalence and derive the necessary conditions for a payment rule to implement a SW-Max rule in DSIC and other principles. Third, we demonstrate that our mechanism is approximately DSIC with perturbed input, showcasing its robustness against the inevitable errors in real-world applications. Experiments on real LLM training results further confirm the practical implications of our results.

Stackelberg equilibria, as functions of the players' payoffs, can inversely reveal information about the players' incentives. In this paper, we study to what extent one can learn about the leader's incentives by actively querying the leader's optimal commitments against strategically designed followers. We show that, by using polynomially many queries and operations, one can learn a payoff function that is strategically equivalent to the leader's, in the sense that: 1) it preserves the leader's preference over almost all strategy profiles; and 2) it preserves the set of all possible (strong) Stackelberg equilibria the leader may engage in, considering all possible follower types. As an application, we show that the information acquired by our algorithm is sufficient for a follower to induce the best possible Stackelberg equilibrium by imitating a different follower type. To the best of our knowledge, we are the first to demonstrate that this is possible without knowing the leader's payoffs beforehand.

This paper considers the hidden-action model of the principal-agent problem, in which a principal incentivizes an agent to work on a project using a contract. We investigate whether contracts with bounded payments are learnable and approximately optimal. Our main results are two learning algorithms that can find a nearly optimal bounded contract using a polynomial number of queries, under two standard assumptions in the literature: a costlier action for the agent leads to a better outcome distribution for the principal, and the agent's cost/effort has diminishing returns. Our polynomial query complexity upper bound shows that standard assumptions are sufficient for achieving an exponential improvement upon the known lower bound for general instances. Unlike the existing algorithms which relied on discretizing the contract space, our algorithms directly learn the underlying outcome distributions. As for the approximate optimality of bounded contracts, we find that they could be far from optimal in terms of multiplicative or additive approximation, but satisfy a notion of mixed approximation.

In online ad markets, a rising number of advertisers are employing bidding agencies to participate in ad auctions. These agencies are specialized in designing online algorithms and bidding on behalf of their clients. Typically, an agency usually has information on multiple advertisers, so she can potentially coordinate bids to help her clients achieve higher utilities than those under independent bidding. In this paper, we study coordinated online bidding algorithms in repeated second-price auctions with budgets. We propose algorithms that guarantee every client a higher utility than the best she can get under independent bidding. We show that these algorithms achieve maximal social welfare and discuss bidders' incentives to misreport their budgets, in symmetric cases. Our proofs combine the techniques of online learning and equilibrium analysis, overcoming the difficulty of competing with a multi-dimensional benchmark. The performance of our algorithms is further evaluated by experiments on both synthetic and real data. To the best of our knowledge, we are the first to consider bidder coordination in online repeated auctions with constraints.

Learning-based ad auctions have increasingly been adopted in online advertising. However, existing approaches neglect externalities, such as the interaction between ads and organic items. In this paper, we propose a general framework, namely Score-Weighted VCG, for designing learning-based ad auctions that account for externalities. The framework decomposes the optimal auction design into two parts: designing a monotone score function and an allocation algorithm, which facilitates data-driven implementation. Theoretical results demonstrate that this framework produces the optimal incentive-compatible and individually rational ad auction under various externality-aware CTR models while being data-efficient and robust. Moreover, we present an approach to implement the proposed framework with a matching-based allocation algorithm. Experiment results on both real-world and synthetic data illustrate the effectiveness of the proposed approach.

Automated auction design aims to find empirically high-revenue mechanisms through machine learning. Existing works on multi item auction scenarios can be roughly divided into RegretNet-like and affine maximizer auctions (AMAs) approaches. However, the former cannot strictly ensure dominant strategy incentive compatibility (DSIC), while the latter faces scalability issue due to the large number of allocation candidates. To address these limitations, we propose AMenuNet, a scalable neural network that constructs the AMA parameters (even including the allocation menu) from bidder and item representations. AMenuNet is always DSIC and individually rational (IR) due to the properties of AMAs, and it enhances scalability by generating candidate allocations through a neural network. Additionally, AMenuNet is permutation equivariant, and its number of parameters is independent of auction scale. We conduct extensive experiments to demonstrate that AMenuNet outperforms strong baselines in both contextual and non-contextual multi-item auctions, scales well to larger auctions, generalizes well to different settings, and identifies useful deterministic allocations. Overall, our proposed approach offers an effective solution to automated DSIC auction design, with improved scalability and strong revenue performance in various settings.

Fictitious play (FP) is one of the most fundamental game-theoretical learning frameworks for computing Nash equilibrium in n-player games, which builds the foundation for modern multi-agent learning algorithms. Although FP has provable convergence guarantees on zero-sum games and potential games, many real-world problems are often a mixture of both and the convergence property of FP has not been fully studied yet. In this paper, we extend the convergence results of FP to the combinations of such games and beyond. Specifically, we derive new conditions for FP to converge by leveraging game decomposition techniques. We further develop a linear relationship unifying cooperation and competition in the sense that these two classes of games are mutually transferable. Finally, we analyse a non-convergent example of FP, the Shapley game, and develop sufficient conditions for FP to converge.