arXiv subjects

Shengsheng Niu

Publications and source records attributed to Shengsheng Niu.

4 recordsLinked to original sources

arXiv2026

TUGB: A Two-stage Uncertainty-aware Generative Auto-Bidding Framework

Generative modeling, particularly Decision Transformers, shows promise in auto-bidding strategies. However, it struggles with limited exploration in static offline datasets, vulnerability to dynamic environmental shifts, and a reliance on heuristic return-to-go (RTG) specifications that may yield suboptimal performance on unseen traffic. To address these challenges, we propose the Two-stage Uncertainty-aware Generative Auto-Bidding (TUGB) framework. TUGB integrates generative sequence modeling with Reinforcement Learning (RL). It employs a two-stage pipeline where a pre-trained Generative Bidding Model is fine-tuned via an ensemble-based Uncertainty-aware Environment Model. This approach quantifies epistemic uncertainty to penalize high-risk trajectories and evolves the policy from RTG-conditioning to direct bidding optimization. Extensive experiments demonstrate that TUGB significantly outperforms SOTA baselines. Notably, full-scale deployment on JD Search Ad achieved a 2.32\% increase in cost and 3.57\% in target cost, validating its industrial efficacy, while its successful adaptation to subsequent mechanism upgrades and JD Food Delivery Ad further validates TUGB's superior generalization capability.

cs.LG↗

arXiv2026

LangBP: Language-Guided Reasoning and Acting for Joint Bidding and Pricing

Auto-bidding is a long-horizon sequential decision problem for maximizing conversion value under budget and key performance indicator (KPI) constraints. Recent work extends this task from bidding alone to joint bidding and pricing, where a policy controls bidding decisions and pricing corrections. Existing methods mainly rely on numerical trajectory modeling, which offers limited support for interpreting campaign context and expressing high-level strategies. Large language models (LLMs) can complement this paradigm with their reasoning capabilities. However, existing language-guided methods have two limitations. First, they condition actions on language strategies without modeling the corresponding state changes, making it difficult to distinguish errors in strategy understanding from errors in action generation. Second, different instructions can produce similar execution effects, leading to imbalanced policy updates across effects. We propose LangBP, a hierarchical framework for language-guided joint bidding and pricing. LangBP's Semantic Decision Transformer (S-DT) predicts target states from the instruction and the trajectory history, then recovers the joint action via inverse dynamics. We further propose Execution-Grouped Policy Optimization (EGPO), which scores candidate effects with a Context--Effect Verifier (CEV) and balances policy updates across effect groups. Experiments on AuctionNet show that LangBP outperforms strong baselines, and online A/B tests further demonstrate business gains in real-world deployment on a large-scale e-commerce platform.

cs.GT↗

arXiv2026

LACRM: LLM-Guided Mining of Directed Advertiser Competition Relationships in E-Commerce Advertising

In e-commerce advertising, ad platforms typically fail to model the externalities among advertisers when making optimization decisions: an advertiser's actual performance is largely shaped by rivals competing for the same users; these rivals typically operate in overlapping product categories and at comparable budget scales. However, capturing this rivalry as an explicit, reusable signal is challenging because it is directed, multi-faceted, and partially observable. Existing paradigms such as interaction graphs, taxonomy rules, and single-embedding models do not fully capture these properties. In this paper, we propose LACRM (LLM-driven Advertiser Competition Relationship Mining), a novel framework that constructs directed competition graphs with continuous edge intensities via a three-stage pipeline. LACRM moves beyond symmetric similarity through LLM-driven role-separated profiling, which enables asymmetric multi-route retrieval to uncover both realized and latent rivals. The framework further incorporates listwise learning-to-rank aligned with temporal auction behavior to accurately model directed competition intensity. In offline retrieval experiments on an industrial benchmark, LACRM outperforms strong directed GNN baselines and ablation variants. Multi-LLM and human studies provide complementary evidence that the recovered latent rivals reflect meaningful market competition rather than merely model-generated artifacts. In production A/B tests, LACRM-guided bidding and incentive allocation increase advertising revenue by 1.73% and 1.14%, respectively. The results demonstrate the practical value of explicit competition modeling in large-scale advertising systems.

cs.LG↗

arXiv2026

JD-BP: A Joint-Decision Generative Framework for Auto-Bidding and Pricing

Auto-bidding services optimize real-time bidding strategies for advertisers under key performance indicator (KPI) constraints such as target return on investment and budget. However, uncertainties such as model prediction errors and feedback latency can cause bidding strategies to deviate from ex-post optimality, leading to inefficient allocation. To address this issue, we propose JD-BP, a Joint generative Decision framework for Bidding and Pricing. Unlike prior methods, JD-BP jointly outputs a bid value and a pricing correction term that acts additively with the payment rule such as GSP. To mitigate adverse effects of historical constraint violations, we design a memory-less Return-to-Go that encourages future value maximizing of bidding actions while the cumulated bias is handled by the pricing correction. Moreover, a trajectory augmentation algorithm is proposed to generate joint bidding-pricing trajectories from a (possibly arbitrary) base bidding policy, enabling efficient plug-and-play deployment of our algorithm from existing RL/generative bidding models. Finally, we employ an Energy-Based Direct Preference Optimization method in conjunction with a cross-attention module to enhance the joint learning performance of bidding and pricing correction. Offline experiments on the AuctionNet dataset demonstrate that JD-BP achieves state-of-the-art performance. Online A/B tests at JD.com confirm its practical effectiveness, showing a 4.70% increase in ad revenue and a 6.48% improvement in target cost.

cs.GT↗