Jun Wang

Le Cong Dinh, David Henry Mguni, Long Tran-Thanh et al.

We study a novel setting in Online Markov Decision Processes (OMDPs) where the loss function is chosen by a non-oblivious strategic adversary who follows a no-external regret algorithm. In this setting, we first demonstrate that MDP-Expert, an existing algorithm that works well with oblivious adversaries can still apply and achieve a policy regret bound of $\mathcal{O}(\sqrt{T \log(L)}+τ^2\sqrt{ T \log(|A|)})$ where $L$ is the size of adversary's pure strategy set and $|A|$ denotes the size of agent's action space. Considering real-world games where the support size of a NE is small, we further propose a new algorithm: MDP-Online Oracle Expert (MDP-OOE), that achieves a policy regret bound of $\mathcal{O}(\sqrt{T\log(L)}+τ^2\sqrt{ T k \log(k)})$ where $k$ depends only on the support size of the NE. MDP-OOE leverages the key benefit of Double Oracle in game theory and thus can solve games with prohibitively large action space. Finally, to better understand the learning dynamics of no-regret methods, under the same setting of no-external regret adversary in OMDPs, we introduce an algorithm that achieves last-round convergence result to a NE. To our best knowledge, this is first work leading to the last iteration result in OMDPs.

Bowei Chen, Jun Wang, Ingemar J. Cox et al.

In sponsored search, advertisement (abbreviated ad) slots are usually sold by a search engine to an advertiser through an auction mechanism in which advertisers bid on keywords. In theory, auction mechanisms have many desirable economic properties. However, keyword auctions have a number of limitations including: the uncertainty in payment prices for advertisers; the volatility in the search engine's revenue; and the weak loyalty between advertiser and search engine. In this paper we propose a special ad option that alleviates these problems. In our proposal, an advertiser can purchase an option from a search engine in advance by paying an upfront fee, known as the option price. He then has the right, but no obligation, to purchase among the pre-specified set of keywords at the fixed cost-per-clicks (CPCs) for a specified number of clicks in a specified period of time. The proposed option is closely related to a special exotic option in finance that contains multiple underlying assets (multi-keyword) and is also multi-exercisable (multi-click). This novel structure has many benefits: advertisers can have reduced uncertainty in advertising; the search engine can improve the advertisers' loyalty as well as obtain a stable and increased expected revenue over time. Since the proposed ad option can be implemented in conjunction with the existing keyword auctions, the option price and corresponding fixed CPCs must be set such that there is no arbitrage between the two markets. Option pricing methods are discussed and our experimental results validate the development. Compared to keyword auctions, a search engine can have an increased expected revenue by selling an ad option.

Shuai Yuan, Jun Wang

Online advertising has become a key source of revenue for both web search engines and online publishers. For them, the ability of allocating right ads to right webpages is critical because any mismatched ads would not only harm web users' satisfactions but also lower the ad income. In this paper, we study how online publishers could optimally select ads to maximize their ad incomes over time. The conventional offline, content-based matching between webpages and ads is a fine start but cannot solve the problem completely because good matching does not necessarily lead to good payoff. Moreover, with the limited display impressions, we need to balance the need of selecting ads to learn true ad payoffs (exploration) with that of allocating ads to generate high immediate payoffs based on the current belief (exploitation). In this paper, we address the problem by employing Partially observable Markov decision processes (POMDPs) and discuss how to utilize the correlation of ads to improve the efficiency of the exploration and increase ad incomes in a long run. Our mathematical derivation shows that the belief states of correlated ads can be naturally updated using a formula similar to collaborative filtering. To test our model, a real world ad dataset from a major search engine is collected and categorized. Experimenting over the data, we provide an analyse of the effect of the underlying parameters, and demonstrate that our algorithms significantly outperform other strong baselines.

Shuai Yuan, Jun Wang, Xiaoxue Zhao

The real-time bidding (RTB), aka programmatic buying, has recently become the fastest growing area in online advertising. Instead of bulking buying and inventory-centric buying, RTB mimics stock exchanges and utilises computer algorithms to automatically buy and sell ads in real-time; It uses per impression context and targets the ads to specific people based on data about them, and hence dramatically increases the effectiveness of display advertising. In this paper, we provide an empirical analysis and measurement of a production ad exchange. Using the data sampled from both demand and supply side, we aim to provide first-hand insights into the emerging new impression selling infrastructure and its bidding behaviours, and help identifying research and design issues in such systems. From our study, we observed that periodic patterns occur in various statistics including impressions, clicks, bids, and conversion rates (both post-view and post-click), which suggest time-dependent models would be appropriate for capturing the repeated patterns in RTB. We also found that despite the claimed second price auction, the first price payment in fact is accounted for 55.4% of total cost due to the arrangement of the soft floor price. As such, we argue that the setting of soft floor price in the current RTB systems puts advertisers in a less favourable position. Furthermore, our analysis on the conversation rates shows that the current bidding strategy is far less optimal, indicating the significant needs for optimisation algorithms incorporating the facts such as the temporal behaviours, the frequency and recency of the ad displays, which have not been well considered in the past.