用控制理论优化广告预算分配，让小预算更稳更准
Feedback Control for Small Budget Pacing
- 结合滞后效应与比例反馈的控制器，稳定控制支出
- 实测误差降13%，支出波动降54%，小预算更精准
- 适合需要稳定投放的小型广告主或资源受限场景
预算配给在在线广告中至关重要，需在动态拍卖中实现支出与目标一致。现有方法多依赖经验调参，易不稳定且效率低。本文提出一种基于控制理论的控制器，融合分桶滞后机制与比例反馈，实现稳定自适应的支出控制。该方法提供参数选择框架，可准确跟踪各广告活动的目标支出速率。真实拍卖实验显示，相比基线方法，支出误差降低13%，λ-波动性下降54%。通过连接控制理论与广告系统，本方案为预算配给提供了可扩展、可靠的解决方案，尤其适用于小预算广告活动。
原文摘要 · Abstract (English)
Budget pacing is critical in online advertising to align spend with campaign goals under dynamic auctions. Existing pacing methods often rely on ad-hoc parameter tuning, which can be unstable and inefficient. We propose a principled controller that combines bucketized hysteresis with proportional feedback to provide stable and adaptive spend control. Our method provides a framework and analysis for parameter selection that enables accurate tracking of desired spend rates across campaigns. Experiments in real-world auctions demonstrate significant improvements in pacing accuracy and delivery consistency, reducing pacing error by 13% and $λ$-volatility by 54% compared to baseline method. By bridging control theory with advertising systems, our approach offers a scalable and reliable solution for budget pacing, with particular benefits for small-budget campaigns.
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