论文标题

预算受限的拍卖没有未经保证的先验:战略等价和结构性特性

Budget-Constrained Auctions with Unassured Priors: Strategic Equivalence and Structural Properties

论文作者

Chen, Zhaohua, Yang, Mingwei, Wang, Chang, Li, Jicheng, Cai, Zheng, Ren, Yukun, Zhu, Zhihua, Deng, Xiaotie

论文摘要

在当今的在线广告市场中,广告商通常会设定长期预算。相应地,广告平台采用预算控制方法,以确保广告商的付款不在其预算之内。大多数预算控制方法都取决于广告商的价值分布。但是,由于广告景观和潜在的隐私问题,该平台几乎无法学习广告商的真正先验。因此,了解预算控制拍卖机制如何在未得到保证的先验下执行的方式至关重要。 这项工作从多个方面回答了这个问题。我们考虑卖方和所有由随机模型中不同机制引起的所有买家之间未得到保证的先前游戏。我们限制了符合预算提取条件的参数化机制,从而通过尽可能有效地提取买家的预算来最大化卖方的收入。我们的主要结果表明,贝叶斯的收入最佳机制和预算提取的竞标率第一优先机制在未经证实的前游戏中产生了相同的NASH平衡结果。这意味着简单的机制可以像预算约束的环境中未得到保证的先验下的最佳机制一样强大。在对称情况下,我们进一步表明,所有这五种(预算提取)机制共享相同的可能结果。我们进一步研究了这些机制的结构特性。我们在预算提取的参数元组中表征了足够和必要的条件,用于竞标/起搏的首价拍卖。同时,当买家不采取战略行为时,我们通过揭示其内在结构来利用这些机制的优势关系。

In today's online advertising markets, it is common for advertisers to set long-term budgets. Correspondingly, advertising platforms adopt budget control methods to ensure that advertisers' payments lie within their budgets. Most budget control methods rely on the value distributions of advertisers. However, due to the complex advertising landscape and potential privacy concerns, the platform hardly learns advertisers' true priors. Thus, it is crucial to understand how budget control auction mechanisms perform under unassured priors. This work answers this problem from multiple aspects. We consider the unassured prior game among the seller and all buyers induced by different mechanisms in the stochastic model. We restrict the parameterized mechanisms to satisfy the budget-extracting condition, which maximizes the seller's revenue by extracting buyers' budgets as effectively as possible. Our main result shows that the Bayesian revenue-optimal mechanism and the budget-extracting bid-discount first-price mechanism yield the same set of Nash equilibrium outcomes in the unassured prior game. This implies that simple mechanisms can be as robust as the optimal mechanism under unassured priors in the budget-constrained setting. In the symmetric case, we further show that all these five (budget-extracting) mechanisms share the same set of possible outcomes. We further dig into the structural properties of these mechanisms. We characterize sufficient and necessary conditions on the budget-extracting parameter tuple for bid-discount/pacing first-price auctions. Meanwhile, when buyers do not take strategic behaviors, we exploit the dominance relationships of these mechanisms by revealing their intrinsic structures.

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