Rui Song

Lin Ge, Yang Xu, Jianing Chu et al.

Today's top advertisers typically manage hundreds of campaigns simultaneously and consistently launch new ones throughout the year. A crucial challenge for marketing managers is determining the optimal allocation of limited budgets across various ad lines in each campaign to maximize cumulative returns, especially given the huge uncertainty in return outcomes. In this paper, we propose to formulate budget allocation as a multi-task combinatorial bandit problem and introduce a novel online budget allocation system. The proposed system: i) integrates a Bayesian hierarchical model to intelligently utilize the metadata of campaigns and ad lines and budget size, ensuring efficient information sharing; ii) provides the flexibility to incorporate diverse modeling techniques such as Linear Regression, Gaussian Processes, and Neural Networks, catering to diverse environmental complexities; and iii) employs the Thompson sampling (TS) technique to strike a balance between exploration and exploitation. Through offline evaluation and online experiments, our system demonstrates robustness and adaptability, effectively maximizing the overall cumulative returns. A Python implementation of the proposed procedure is available at https://anonymous.4open.science/r/MCMAB.

Han Wang, Yang Xu, Wenbin Lu et al.

Off-Policy Evaluation (OPE) aims to estimate the value of a target policy using offline data collected from potentially different policies. In real-world applications, however, logged data often suffers from missingness. While OPE has been extensively studied in the literature, a theoretical understanding of how missing data affects OPE results remains unclear. In this paper, we investigate OPE in the presence of monotone missingness and theoretically demonstrate that the value estimates remain unbiased under ignorable missingness but can be biased under nonignorable (informative) missingness. To retain the consistency of value estimation, we propose an inverse probability weighted value estimator and conduct statistical inference to quantify the uncertainty of the estimates. Through a series of numerical experiments, we empirically demonstrate that our proposed estimator yields a more reliable value inference under missing data.