Online advertising has been the mainstream monetization approach for internet-based companies, in which bid optimization plays a crucial role in enhancing advertising performance. Currently, the bid optimization problem has narrowed down to two specific forms: Budget-constrained bidding (BCB) and Multi-constraint bidding (MCB). Existing solutions try to solve BCB/MCB via linear programming solvers, learning methods, or feedback control. However, in large-scale complex e-commerce, they still suffer from inefficiency, poor convergence, or slow adaptation to the changing market. This research presents an online receding optimization method as a solution for practical bid optimization problems. We conduct a theoretical analysis of the optimal bidding strategy's structure. Further, an online receding optimization process is designed based on open-loop feedback control, which periodically updates a constructed optimal bid formulation that can be solved by linear programming. Then, considering large-scale linear programming problems, we propose an efficient down sampling scheme. Besides, a neural-network-based auction scale prediction is used to adapt to the changing market. Finally, a series of online A/B experiments onTaobao Sponsored Searchcompare our work to industrial methods and state-of-the-art from several aspects. The proposed method has been implemented onTaobao, a billion-scaled online advertising business, for over a year.

Resulting from non-random sample selection caused by both the treatment and outcome, collider bias poses a unique challenge to treatment effect estimation using observational data whose distribution differs from that of the target population. In this paper, we rethink collider bias from an out-of-distribution (OOD) perspective, considering that the entire data space of the target population consists of two different environments: The observational data selected from the target population belongs to a seen environment labeled with $S=1$ and the missing unselected data belongs to another unseen environment labeled with $S=0$. Based on this OOD formulation, we utilize small-scale representative data from the entire data space with no environmental labels and propose a novel method, i.e., Coupled Counterfactual Generative Adversarial Model (C$^2$GAM), to simultaneously generate the missing $S=0$ samples in observational data and the missing $S$ labels in the small-scale representative data. With the help of C$^2$GAM, collider bias can be addressed by combining the generated $S=0$ samples and the observational data to estimate treatment effects. Extensive experiments on synthetic and real-world data demonstrate that plugging C$^2$GAM into existing treatment effect estimators achieves significant performance improvements.

Estimating individual treatment effects in networked observational data is a crucial and increasingly recognized problem. One major challenge of this problem is violating the stable unit treatment value assumption (SUTVA), which posits that a unit’s outcome is independent of others’ treatment assignments. However, in network data, a unit’s outcome is influenced not only by its treatment (i.e., direct effect) but also by the treatments of others (i.e., spillover effect) since the presence of interference. Moreover, the interference from other units is always heterogeneous (e.g., friends with similar interests have a different influence than those with different interests). In this article, we focus on the problem of estimating individual treatment effects (including direct effect and spillover effect) under heterogeneous interference in networks. To address this problem, we propose a novel dual weighting regression (DWR) algorithm by simultaneously learning attention weights to capture the heterogeneous interference from neighbors and sample weights to eliminate the complex confounding bias in networks. We formulate the learning process as a bi-level optimization problem. Theoretically, we give a generalization error bound for the expected estimation error of the individual treatment effects. Extensive experiments on four benchmark datasets demonstrate that the proposed DWR algorithm outperforms the state-of-the-art methods in estimating individual treatment effects under heterogeneous network interference.

Time-dispersive loopback self-interference (SI) is a challenging issue for a full-duplex (FD) amplify-and-forward (AF) relay assisted orthogonal frequency division multiplexing (OFDM) system. In this paper, a utilization scheme is proposed for the uplink. A virtual multiple-input multiple-output (MIMO) system is modeled to enhance the receive diversity, by regarding the residual loopback SI after partial cancellation at relay as additional sources rather than noise. A gain control algorithm is proposed for the FD relay to enable the virtual MIMO modeling, and the optimal target transmission power at relay is derived to maximize the receive signal-to-interference-and-noise ratio (SINR) at base station. The proposed system is more practical as the main computational load is shifted from relay to BS to help the AF relay maintain a low running cost, compared to the previous relay-centric systems with complex SI cancellation at relay. The proposed system significantly outperforms the relay-centric system.

Bid optimization for online advertising from single advertiser's perspective has been thoroughly investigated in both academic research and industrial practice. However, existing work typically assume competitors do not change their bids, i.e., the wining price is fixed, leading to poor performance of the derived solution. Although a few studies use multi-agent reinforcement learning to set up a cooperative game, they still suffer the following drawbacks: (1) They fail to avoid collusion solutions where all the advertisers involved in an auction collude to bid an extremely low price on purpose. (2) Previous works cannot well handle the underlying complex bidding environment, leading to poor model convergence. This problem could be amplified when handling multiple objectives of advertisers which are practical demands but not considered by previous work. In this paper, we propose a novel multi-objective cooperative bid optimization formulation called Multi-Agent Cooperative bidding Games (MACG). MACG sets up a carefully designed multi-objective optimization framework where different objectives of advertisers are incorporated. A global objective to maximize the overall profit of all advertisements is added in order to encourage better cooperation and also to protect self-bidding advertisers. To avoid collusion, we also introduce an extra platform revenue constraint. We analyze the optimal functional form of the bidding formula theoretically and design a policy network accordingly to generate auction-level bids. Then we design an efficient multi-agent evolutionary strategy for model optimization. Evolutionary strategy does not need to model the underlying environment explicitly and is more suitable for bid optimization. Offline experiments and online A/B tests conducted on the Taobao platform indicate both single advertiser's objective and global profit have been significantly improved compared to state-of-art methods.