AI RESEARCH
Generative Bid Shading in Real-Time Bidding Advertising
arXiv CS.LG
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ArXi:2508.06550v2 Announce Type: replace-cross Bid shading plays a crucial role in Real-Time Bidding (RTB) by adaptively adjusting the bid to avoid advertisers overspending. Existing mainstream two-stage methods, which first model bid landscapes and then optimize surplus using operations research techniques, are constrained by unimodal assumptions that fail to adapt for non-convex surplus curves and are vulnerable to cascading errors in sequential workflows.