Boosting Advertising Space: Designing Ad Auctions for Augment Advertising.

In online e-commerce platforms, sponsored ads are always mixed with non-sponsored organic content (recommended items). To guarantee user experience, online platforms always impose strict limitations on the number of ads displayed, becoming the bottleneck for advertising revenue. To boost advertising space, we introduce a novel advertising business paradigm called Augment Advertising, where once a user clicks on a leading ad on the main page, instead of being shown the corresponding products, a collection of mini-detail ads relevant to the clicked ad is displayed. A key component for augment advertising is to design ad auctions to jointly select leading ads on the main page and mini-detail ads on the augment ad page. In this work, we decouple the ad auction into a two-stage auction, including a leading ad auction and a mini-detail ad auction. We design the Potential Generalized Second Price (PGSP) auction with Symmetric Nash Equilibrium (SNE) for leading ads, and adopt GSP auction for mini-detail ads. We have deployed augment advertising on Taobao advertising platform, and conducted extensive offline evaluations and online A/B tests. The evaluation results show that augment advertising could guarantee user experience while improving the ad revenue and the PGSP auction outperforms baselines in terms of revenue and user experience in augment advertising.