Online Bidding under RoS Constraints without Knowing the Value

We consider the problem of bidding in online advertising, where an advertiser aims to maximize value while adhering to budget and Return-on-Spend (RoS) constraints. Unlike prior work that assumes knowledge of the value generated by winning each impression ({e.g.,} conversions), we address the more realistic setting where the advertiser must simultaneously learn the optimal bidding strategy and the value of each impression opportunity. This introduces a challenging exploration-exploitation dilemma: the advertiser must balance exploring different bids to estimate impression values with exploiting current knowledge to bid effectively. To address this, we propose a novel Upper Confidence Bound (UCB)-style algorithm that carefully manages this trade-off. Via a rigorous theoretical analysis, we prove that our algorithm achieves $\widetilde{O}(\sqrt{T\log(|\mathcal{B}|T)})$ regret and constraint violation, where $T$ is the number of bidding rounds and $\mathcal{B}$ is the domain of possible bids. This establishes the first optimal regret and constraint violation bounds for bidding in the online setting with unknown impression values. Moreover, our algorithm is computationally efficient and simple to implement. We validate our theoretical findings through experiments on synthetic data, demonstrating that our algorithm exhibits strong empirical performance compared to existing approaches.

Best arm identification in rare events

We consider the best arm identification problem in the stochastic multi-armed bandit framework where each arm has a tiny probability of realizing large rewards while with overwhelming probability the reward is zero. A key application of this framework is in online advertising where click rates of advertisements could be a fraction of a single percent and final conversion to sales, while highly profitable, may again be a small fraction of the click rates. Lately, algorithms for BAI problems have been developed that minimise sample complexity while providing statistical guarantees on the correct arm selection. As we observe, these algorithms can be computationally prohibitive. We exploit the fact that the reward process for each arm is well approximated by a Compound Poisson process to arrive at algorithms that are faster, with a small increase in sample complexity. We analyze the problem in an asymptotic regime as rarity of reward occurrence reduces to zero, and reward amounts increase to infinity. This helps illustrate the benefits of the proposed algorithm. It also sheds light on the underlying structure of the optimal BAI algorithms in the rare event setting.