A Lightweight MPC Bidding Framework for Brand Auction Ads

Yuanlong Chen, Bowen Zhu, Bing Xia and Yichuan Wang

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Ad Asset Portfolio Optimization via Policy Learning

Koichi Tanaka, Zhi Wang, Masahiro Asami, Kota Ishizuka, Kosuke Kawakami and Yuta Saito.

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Attributed, But Not Incremental: Cannibalization-Corrected Attribution for Large-Scale Advertising

Donghui Li, Bowen Yuan, Zili Yang, Qinxin Chen and Lijing Song

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Cascaded Bid Floors for Heavy-Tailed Mobile Ad Auctions: A Deployed Production System

Rowan Swiers, Yash Jain, Ajinkya Jawale and Andrew Maher.

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Causal Ad Incrementality without Experiments: Addressable- Audience CEM+DML at Billion-Impression Scale

Jaeyeong Kim, Alexander Rasmussen, Jake Reschke and Abdullah Spall

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Constrained Target-ROAS Bidding for Sponsored Products via Value-Based Bids and Feedback Control

Wanchen Shao, Sergey Kolbin, Kurt Zimmer, Jinjin Zhao and Jean-David Ruvini

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Dynamic Bidding for Sponsored Products: Value-Based Bid Scaling with Per-SKU Normalization

Wanchen Shao, Aditya Gadam, Dongyue Xie, Kurt Zimmer, Matt Lindsay, Sergey Kolbin, Jinjin Zhao and Jean-David Ruvini

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Estimating Heterogeneous Treatment Effects in Online Advertising Experiments: A Hierarchical Bayesian Approach

Aljosa Vodopija, Anze Alic, Tim Postuvan, Martin Jakomin and Blaz Skrlj

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Knowledge-informed Bidding with Dual-process Control for Online Advertising

Huixiang Luo, Longyu Gao, Yaqi Liu, Qianqian Chen, Pingchun Huang and Tianning Li

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Less Traffic, Better Outcomes: Competition-Aware Request Dispatch in Real-Time Ad Exchanges

Jonaid Shianifar, Blaz Mramor, Fangda Zou, Matthieu C. Martin, Xingsheng Guo and Bichen Shi

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Nested CTR-PTR Modeling for Sparse Purchase Prediction in Sponsored Search

Greg Kocher

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RoLGaL: Robust Continual Training for CVR Prediction via Label Diffusion and Guardrails

Xiaoli Gao, Qiuping Xu, Amir Roshankar and Rong Jin

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SHOPPER: Semantic, Historical, Order-aware, and Product-conditioned Pooling for E-commerce Recommendation

Amit Jaspal, Ashkan Sadeghi, Nicolas Bievre, Kevin Huang, Behnaz Poursartip and Nikko Mizutani.

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WaySeq: Production Lessons from User Sequence Modeling for Sponsored Product Click and Conversion Prediction

Dongyue Xie, Sergey Kolbin, Manavender Malgireddy, Iurii Shcherbak, Weixing Tang, Arushi Jain, Wanchen Shao, Kurt Zimmer, Raja Hafiz Affandi and Matt Lindsay.

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CADET: Context-Conditioned Ads CTR Prediction With a Decoder-Only Transformer

David Pardoe, Neil Daftary, Miro Furtado, Aditya Aiyer, Yu Wang, Liuqing Li, Tao Song, Lars Hertel, Young Jin Yun, Senthil Radhakrishnan, Zhiwei Wang, Tommy Li, Khai Tran, Ananth Nagarajan, Ali Naqvi, Yue Zhang, Renpeng Fang, Avi Romascanu, Arjun Kulothungun, Deepak Kumar, Praneeth Boda, Fedor Borisyuk and Ruoyan Wang.

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