统一优化广告投放，提升合约交付率与平台收入
HMAF: A Hierarchical Multi-Slot GD-RTB Allocation Framework
- 分层多槽框架结合离线规划与在线校准，协同管理合约与竞价广告
- 在美团场景中实现合约交付率提升3.72%，总收入增长1.59%
- 适合大规模在线广告平台解决复杂多槽投放难题
在现代在线广告平台中，保证交付（GD）合约与实时竞价（RTB）拍卖并存且相互竞争。现有方法或割裂优化两者，或依赖启发式优先级规则，难以在复杂多槽投放和曝光约束下有效平衡短期收益最大化与长期合约交付。为此，我们提出HMAF（分层多槽分配框架），一个统一的广告展示分配优化框架。HMAF采用“规划—校准—执行”核心结构，融合离线约束优化与在线决策，兼顾离线资源规划、动态校准GD-RTB竞争力，并在多槽环境中实现实时列表级排序决策。HMAF已在美团多个营销场景落地，作为全球领先的在线餐饮配送平台之一，使GD交付率提升3.72%，总广告收入增加1.59%。
原文摘要 · Abstract (English)
In modern online advertising platforms, Guaranteed Delivery (GD) contracts coexist and bid with Real-Time Bidding (RTB) auctions. Recent approaches either decouple GD and RTB optimization or rely on heuristic priority rules, and thus fail to effectively balance short-term revenue maximization with long-term contract delivery under complex multi-slot delivery and impression constraints. To address these challenges, we propose HMAF (Hierarchical Multi-Slot Allocation Framework), a unified framework designed to optimize impression allocation in GD--RTB advertising platforms. HMAF employs the Plan--Calibrate--Execute paradigm as its core structure, and integrates offline constraint optimization with online decision-making, balancing offline GD resource planning, dynamically calibrating GD--RTB competitiveness, and making real-time listwise rank decisions across multi-slot environments. HMAF has been implemented in multiple marketing scenarios at Meituan, one of the world's largest online food delivery platforms, leading to a 3.72% increase in GD delivery rate and a 1.59% increase in total advertisement revenue.
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