GenAuction: A Generative Auction for Online Advertising

• DOI: 10.1609/aaai.v39i12.33348
• Publication Date: 2025-04-11T12:13:06Z
• Authors: Yuchao Ma; Ruohan Qian; Bingzhe Wang; Qi Qi; Wenqiang Liu; Qian Tang; Zhao Shen; Wei Zhong; Bo Shen; Yixin Su; Bin Zou; Wen Yi; Zhi Guo; Shuanglong Li; Lin Liu

Previous ad auctions predominantly relied on rule-based mechanisms, which selected winning advertisements (ads) at the ad-level and subsequently combined them into page views (PVs), leading to suboptimal allocations in multi-round auctions. This limitation stems from the significant computational burden required to design ranking score rules and select winning ad sets, as well as the inability to fully capture contextual information within PVs during ad-level selection. In this paper, we propose a key-performance-indicator (KPI) based auction mechanism that selects winning PVs at the PV-level, modeling the ad allocation as a constrained optimization problem. This approach enables us to address both short-term and long-term KPIs while leveraging the comprehensive contextual information available within PVs. Based on this framework, we design GenAuction, a generative auction mechanism utilizing a Generator-Evaluator architecture powered by Transformer algorithms. The Generator swiftly generates multiple candidate PVs, while the Evaluator selects the optimal PVs based on contextual information, adhering to the objectives and KPIs of multi-round auctions. We conduct extensive experiments using real-world data and online A/B tests to validate that GenAuction efficiently handles multi-objective allocation tasks, demonstrating its efficacy and potential for real-world application.