The diverse advertiser demands (brand effects or immediate outcomes) lead to distinct selling (pre-agreed volumes with an under-delivery penalty or compete per auction) and pricing (fixed prices or varying bids) patterns in Guaranteed delivery (GD) and real-time bidding (RTB) advertising. This necessitates fair impression allocation to unify the two markets for promoting ad content diversity and overall revenue. Existing approaches often deprive RTB ads of equal exposure opportunities by prioritizing GD ads, and coarse-grained methods are inferior to 1) Ambiguous reward due to varied objectives and constraints of GD fulfillment and RTB utility, hindering measurement of each allocation's contribution to the global interests; 2) Intensified competition by the coexistence of GD and RTB ads, complicating their mutual relationships; 3) Policy degradation caused by evolving user traffic and bid landscape, requiring adaptivity to distribution shifts.
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Wang et al. (2024) studied this question.
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