arXiv:2608.00123cs.CLcs.AI2026-08

让大模型对话中的广告插入时机智能决策,提升广告收益。

LLM-OSDA: An Optimal-Stopping Dynamic Auction for Native Advertising in Multi-Turn LLM Conversations

论文配图:LLM-OSDA: An Optimal-Stopping Dynamic Auction for Native Advertising in Multi-Turn LLM Conversations
图 1 · 摘自论文原文
  • 用动态拍卖决定广告插入时机和胜出者,结合最优停止理论。
  • 实验显示广告收入提升11%,用户留存率保持稳定。
  • 适合想在对话广告中平衡收益与体验的平台方使用。

LLM原生广告将赞助内容直接嵌入模型生成的回复中,将广告售卖单位从固定位置转变为动态对话中的某个时刻。现有机制多局限于单次回复内确定胜出者,但未解决插入时机问题。由于每会话仅有一个插入机会,停止时间依赖于出价,导致时机与分配耦合,静态真实性论证不再适用。本文提出基于大模型的最优停止动态拍卖(LLM-OSDA),一种融合贝尔曼最优停止、胜出者分配与包络定价的动态按点击付费拍卖机制。一个与出价无关的LLM层估算上下文点击质量并无缝渲染获胜广告,而出价仅进入受控拍卖机制。在精确贝尔曼预言机下,期望折现点击分配对每个广告主出价单调,对应包络支付使真实出价在期望上弱占优。实际部署中,一个学习的StopNet近似贝尔曼动作值。我们证明其决策仅在停止边界附近偏离最优策略,并以近似误差为界约束激励损失。在模拟对话广告语料上的实验表明,相较于最强的固定时机基线,LLM-OSDA将净收益提升11%,同时保持相近的用户留存率。代码见 https://github.com/2025Fang2025/llm-osda。

原文摘要 · Abstract (English)

LLM-native advertising embeds sponsored content directly into model-generated responses, shifting the unit of sale from a fixed slot to a moment within an evolving conversation. Existing LLM ad-auction mechanisms primarily operate within a single response, settling the winner but not the timing. The extension is nontrivial: with one native insertion opportunity per session, the stopping time depends on bids, coupling timing with allocation, so static truthfulness arguments no longer apply. We propose the LLM-based Optimal Stopping Dynamic Auction (LLM-OSDA), a dynamic cost-per-click auction that integrates Bellman optimal stopping, winner allocation, and envelope pricing. A bid-independent LLM layer estimates contextual click quality and seamlessly renders the winning ad, while bids enter only the committed auction mechanism. Under an exact Bellman oracle, the expected discounted-click allocation is monotone in each advertiser's bid, and the corresponding envelope payment makes truthful bidding weakly dominant in expectation. For practical deployment, a learned StopNet approximates the Bellman action values. We show that its decisions differ from the optimal policy only near the stopping boundary and bound the resulting incentive loss in terms of its approximation error. Experiments on a simulated conversational advertising corpus show that LLM-OSDA improves net revenue by 11 percent over the strongest fixed-timing baseline while maintaining comparable user retention. Code is at https://github.com/2025Fang2025/llm-osda.

对话广告动态拍卖大模型应用

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