Merging mechanisms, as a mature business model in the field of online advertising, refers to the practice where platforms sort and display sponsored ads provided by advertisers alongside organic results to users according to specific rules. However, in real-world industrial scenarios, advertisers are gradually adopting autobidding instead of manual bidding—they only need to provide high-level constraints like target Return-on-Spend (tROS) to the agent, which then bids on their behalf to maximize multi-round value. Existing studies often overlook this actual business form, resulting in suboptimal outcomes. Meanwhile, the coexistence of the same item in both ad and organic result forms within merging mechanisms further increases the complexity of the context. In terms of interests, advertisers aim to maximize conversion value, while platforms seek to increase the revenue while ensuring user experience, thereby enhancing reputation. Nevertheless, existing works often fail to address this multi-stakeholder challenge in the modern auto-bidding era. To address these issues, we introduce IMPACTNet, an end-to-end framework based on automated mechanism design that learns a unified allocation and pricing mechanism. IMPACTNet directly incorporates advertisers' tROS constraints, models complex contextual information using a transformer-based architecture, and introduces a learnable, state-aware de-duplication strategy. By formulating the design as a constrained optimization problem, our framework learns a mechanism that ensures Auto-bidding Incentive Compatibility (AIC), ensuring truthfully reporting tROS a dominant strategy. Extensive experiments on synthetic and large-scale industrial datasets demonstrate that IMPACTNet significantly outperforms established baselines, achieving a better balance of platform objectives, user experience, and advertiser tROS satisfaction.

Auto-bidding plays an essential role in online advertising, allowing agents to automatically adjust bids for advertisers. Recently, the rise of Marketing Management service in e-commerce platforms has driven the evolution from auto-bidding to auto-marketing, enabling merchants to delegate their advertising bidding and product's coupon discounting decisions to agents. Auto-marketing requires agents to jointly decide on bidding and coupon discounting. Furthermore, compared to classic static constraints, auto-marketing agent faces a self-funding constraint (where the budget for both bidding and coupon discounting is entirely derived from the agent's commission revenue). Existing rule-based or RL-based methods often struggle with dynamic environments and complex sequential dependencies. To overcome these limitations, we propose a Generative Auto-Marketing framework (GAM), designed for performing joint sequential decisions on bidding and coupon discounting, and optimizing business objectives through post-training alignment. Furthermore, GAM employs a flexible, constraint-aware reward alignment module, and utilizes Group Relative Policy Optimization (GRPO) to align the pre-trained model, thus empirically balancing objective maximization and constraint satisfaction. We construct an offline simulation environment based on large-scale real-world dataset, and demonstrate the effectiveness of GAM through extensive experimental results.

The canonical model for multi-channel marketing, Bandits with Knapsacks (BwK), optimizes cumulative rewards subject to resource constraints but typically assumes a fixed, exogenous budget. This assumption is tenuous in real-world systems requiring performance-adaptive investment, where pre-committing to a budget is challenging and suboptimal. We introduce Marketing Hosting, a paradigm modeling the budget as an endogenous, performance-dependent variable. This yields a new problem class, Bandits with Endogenous Knapsacks (BwEK), characterized by a challenging feedback loop coupling rewards with constraints. We develop a specialized primal-dual algorithm to manage this coupling. For settings with hard, per-round constraints, we design a novel risk-aware algorithm that mitigates the path-dependent risk of ruin, providing the first high-probability safety guarantee for such problems. Finally, we solve the strategic bi-level problem of learning the optimal reinvestment rate. We validate our theoretical results through extensive simulations, real-world data experiments, and a live A/B test.

Simulation of fluid flows is crucial for modeling physical phenomena like meteorology, aerodynamics, and biomedicine. Classical numerical solvers often require fine spatiotemporal grids to satisfy stability, consistency, and convergence conditions, leading to substantial computational costs. Although machine learning has demonstrated better efficiency, they typically suffer from issues of interpretability, generalizability, and data dependency. Hence, we propose a learnable and differentiable finite volume solver, called LDSolver, designed for efficient and accurate simulation of fluid flows on spatiotemporal coarse grids. LDSolver comprises two key components: (1) a differentiable finite volume solver, and (2) an learnable module providing equivalent approximation for fluxes (derivatives and interpolations), and temporal error correction on coarse grids. Even with limited training data (e.g., only a few trajectories), our model could accelerate the simulation while maintaining a high accuracy with superior generalizability. Experiments on different flow systems (e.g., Burgers, decaying, forced and shear flows) show that LDSolver achieves state-of-the-art performance, surpassing baseline models with notable margins.

Online advertisements are a primary revenue source for e-commerce platforms. Traditional advertising models are store-centric, selecting winning stores through auction mechanisms. Recently, a new approach known as joint advertising has emerged, which presents sponsored bundles combining one store and one brand in ad slots. Unlike traditional models, joint advertising allows platforms to collect payments from both brands and stores. However, each of these two advertising models appeals to distinct user groups, leading to low click-through rates when users encounter an undesirable advertising model. To address this limitation and enhance generality, we propose a novel advertising model called ''Hybrid Advertising''. In this model, each ad slot can be allocated to either an independent store or a bundle. To find the optimal auction mechanisms in hybrid advertising, while ensuring nearly dominant strategy incentive compatibility and individual rationality, we introduce the Hybrid Regret Network (HRegNet), a neural network architecture designed for this purpose. Extensive experiments on both synthetic and real-world data demonstrate that the mechanisms generated by HRegNet significantly improve platform revenue compared to established baseline methods.

Recently, many e-commerce platforms have favored presenting a mixed list of ads and organic content to users. The widely-used approach separately ranks ads and organic items, then sequentially inserts ads into the list of organic items. However, this method yields sub-optimal results. Firstly, it only ensures that each generated ad and organic item list achieves local optimality, while the predetermined insertion order fails to guarantee global optimality. Secondly, this approach overlooks the mutual effect between organic items and ads, resulting in an incomplete utilization of contextual information. Besides, it cannot prevent strategic behavior by advertisers. Therefore, we propose a context-aware integrated framework to address these issues. This framework applies automated mechanism design to integrated ad auctions for the first time. Specifically, it models ads and organic items simultaneously along with their contextual information and employs a learning-based approach to prevent advertisers from engaging in strategic behavior. Afterward, the framework directly generates a mixed list, enhancing the overall performance. We also propose Transformer encoder-based Integrated Contextual Net work (TICNet) to generate the optimal integrated contextual ad auction. Finally, we validate the effectiveness of TICNet on synthetic and real-world datasets. Our experimental results demonstrate that TICNet significantly outperforms baseline models across multiple metrics.

Sequential causal effect estimation has recently attracted increasing attention from research and industry. While the existing models have achieved many successes, there are still many limitations. Existing models usually assume the causal graphs to be sufficient, i.e., there are no latent factors, such as the unmeasured confounders and instrumental variables. However, in real-world scenarios, it is hard to record all of the factors in the observational data, which makes the causally sufficient assumptions not hold. Moreover, existing models mainly focus on discrete treatments rather than continuous ones. To alleviate the above problems, in this paper, we propose a novelContinousCausalModel by explicitly capturing theLatentFactors (calledC$^{2}$2M-LFfor short). Specifically, we define a sequential causal graph by simultaneously considering the unmeasured confounders and instrumental variables. Second, we describe the independence that should be satisfied among different variables from the mutual information perspective and further propose our learning objective. Then, we reweight different samples in the continuous treatment space to optimize our model unbiasedly. Beyond the above designs, we also theoretically analyze our model’s causal identifiability and unbiasedness. Finally, we conduct extensive experiments on both simulation and real-world datasets to demonstrate the effectiveness of our proposed model.

Online advertising is a primary source of income for e-commerce platforms. In the current advertising pattern, the oriented targets are the online store owners who are willing to pay extra fees to enhance the position of their stores. On the other hand, brand suppliers are also desirable to advertise their products in stores to boost brand sales. However, the currently used advertising mode cannot satisfy the demand of both stores and brand suppliers simultaneously. To address this, we innovatively propose a joint advertising model termed ''Joint Auction'', allowing brand suppliers and stores to collaboratively bid for advertising slots, catering to both their needs. However, conventional advertising auction mechanisms are not suitable for this novel scenario. In this paper, we propose JRegNet, a neural network architecture for the optimal joint auction design, to generate mechanisms that can achieve the optimal revenue and guarantee (near-)dominant strategy incentive compatibility and individual rationality. Finally, multiple experiments are conducted on synthetic and real data to demonstrate that our proposed joint auction significantly improves platform's revenue compared to the known baselines.

In pursuit of fairness and balanced development, recommender systems (RS) often prioritize group fairness, ensuring that specific groups maintain a minimum level of exposure over a given period. For example, RS platforms aim to ensure adequate exposure for new providers or specific categories of items according to their needs. Modern industry RS usually adopts a two-stage pipeline: stage-1 (retrieval stage) retrieves hundreds of candidates from millions of items distributed across various servers, and stage-2 (ranking stage) focuses on presenting a small-size but accurate selection from items chosen in stage-1. Existing efforts for ensuring amortized group exposures focus on stage-2, however, stage-1 is also critical for the task. Without a high-quality set of candidates, the stage-2 ranker cannot ensure the required exposure of groups. Previous fairness-aware works designed for stage-2 typically require accessing and traversing all items. In stage-1, however, millions of items are distributively stored in servers, making it infeasible to traverse all of them. How to ensure group exposures in the distributed retrieval process is a challenging question. To address this issue, we introduce a model named FairSync, which transforms the problem into a constrained distributed optimization problem. Specifically, FairSync resolves the issue by moving it to the dual space, where a central node aggregates historical fairness data into a vector and distributes it to all servers. To trade off the efficiency and accuracy, the gradient descent technique is used to periodically update the parameter of the dual vector. The experiment results on two public recommender retrieval datasets showcased that FairSync outperformed all the baselines, achieving the desired minimum level of exposures while maintaining a high level of retrieval accuracy.