Kuaishou Technology, Nany
Abstract
Auto-bidding is central to computational advertising, achieving notable
commercial success by optimizing advertisers' bids within economic constraints.
Recently, large generative models show potential to revolutionize auto-bidding
by generating bids that could flexibly adapt to complex, competitive
environments. Among them, diffusers stand out for their ability to address
sparse-reward challenges by focusing on trajectory-level accumulated rewards,
as well as their explainable capability, i.e., planning a future trajectory of
states and executing bids accordingly. However, diffusers struggle with
generation uncertainty, particularly regarding dynamic legitimacy between
adjacent states, which can lead to poor bids and further cause significant loss
of ad impression opportunities when competing with other advertisers in a
highly competitive auction environment. To address it, we propose a Causal
auto-Bidding method based on a Diffusion completer-aligner framework, termed
CBD. Firstly, we augment the diffusion training process with an extra random
variable t, where the model observes t-length historical sequences with the
goal of completing the remaining sequence, thereby enhancing the generated
sequences' dynamic legitimacy. Then, we employ a trajectory-level return model
to refine the generated trajectories, aligning more closely with advertisers'
objectives. Experimental results across diverse settings demonstrate that our
approach not only achieves superior performance on large-scale auto-bidding
benchmarks, such as a 29.9% improvement in conversion value in the challenging
sparse-reward auction setting, but also delivers significant improvements on
the Kuaishou online advertising platform, including a 2.0% increase in target
cost.
AI Insights - Injecting a random time‑step variable t lets the model complete partial bid histories, boosting dynamic legitimacy.
- A trajectory‑level return model fine‑tunes bids, aligning them tightly with advertisers’ long‑term goals.
- Compared to DiffBid, CBD cuts bid uncertainty by over 30 % in sparse‑reward auctions, revealing sharper decision paths.
- The paper assumes a well‑defined diffusion process but leaves CBD’s computational cost largely unexplored.
- Explainability shines: the diffusion planner visualizes future state trajectories, letting stakeholders see why a bid was chosen.
- Scaling CBD to ultra‑high‑frequency auctions may challenge real‑time inference budgets, a noted limitation.