解决多位置广告投放的联合优化问题，提升平台收益与合同稳定性
Beyond Single Slot: Joint Optimization for Multi-Slot Guaranteed Display Advertising
- 构建双阶段匹配框架，通过合约轮盘机制实现位置排他性
- 在线测试显示用户平均收入提升28.99%，流量70%条件下表现优异
- 适合大规模广告平台部署，尤其关注合同履约与曝光均衡的场景
保证式展示广告对平台变现至关重要，但现有方法多基于单位置假设，难以优化跨多位置页面视图的分配。本文提出一种新型多位置保证式广告分配联合优化框架，解决位置冗余、合同失衡和曝光集中等关键问题。方法将分配建模为离线二分图匹配问题，引入合约轮盘机制保障位置排他性，并设置页面视图约束控制曝光量，同时设计可扩展的分配优化算法以支持大规模部署。在美团广告平台的大量在线测试表明，该方法显著提升了商户投资回报率、平台收入效率及合同履约鲁棒性。具体而言，在70%流量条件下，用户平均收入提升28.99%；双重差分（DID）分析进一步验证了合同稳定性的增强，证明了该框架在真实广告系统中的强适用性与有效性。
原文摘要 · Abstract (English)
Guaranteed display advertising is crucial for platform monetization, yet existing methods often operate under a single-slot assumption, limiting their ability to optimize allocation across multi-slot page views. In this paper, we propose a novel joint optimization framework for multi-slot GD allocation, addressing key challenges such as slot-level redundancy, contract imbalance, and exposure concentration. Our approach formulates the allocation as an offline bipartite matching problem with a contract roulette mechanism for slot exclusivity and Page View constraints for impression control, and incorporates a scalable allocation optimization algorithm for efficient large-scale deployment. Extensive online tests on the Meituan advertising platform demonstrate that our method significantly improves merchant ROI, platform revenue efficiency, and contract fulfillment robustness. Specifically, online A/B tests show a 28.99% increase in Average Revenue Per User under 70% traffic, and DID analysis further indicates improved contract stability, demonstrating the strong applicability and effectiveness of our framework in real-world advertising deployments.
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