Alimama Tech
Apr 19, 2023 · Artificial Intelligence
Potential Generalized Second Price (PGSP) Auction for Augmented Advertising
This paper proposes a two‑stage Potential Generalized Second Price auction for augmented ads, ranking guide ads by expected welfare from their linked second‑step ads, shifting billing to the second click to eliminate free‑riding, and demonstrates via offline and online experiments on Taobao that it boosts click‑through, revenue, and GMV while lowering CPC.
E-commerceMachine Learningadvertising
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