上海治理论坛第549期
标题：Online Advertisement Allocation Under Customer Choices and Algorithmic Fairness（客户选择和算法平正下的在线告白分配）
演讲人：；督淌，上海交通大学安泰经济与治理学院
主持人：汪挺松教授，亿万先生MR治理学院
功夫：2025年6月23日（周一），上午9:00-12:00
地址：亿万先生MR校本部东区1号楼治理学院420会议室
主办单元：亿万先生MR治理学院、亿万先生MR治理学院青老大师联谊会
演讲人简介：
；督淌谙秩紊虾＝煌ù笱е卫砜蒲迪抵魅巍⒔淌凇⒉┦可际，全国驰名专家，主持国度自科青年基金A类（原国度卓越青年基金项目）、国度天然科学基金沉点项目等。重要钻研兴致蕴含供给链治理和优化、数据分析与贸易决策等，有多篇钻研成就颁发于Operations Research, Manufacturing & Service Operations Management等学术期刊上。
演讲内容简介：
Advertising is a crucial revenue source for e-commerce platforms and a vital online marketing tool for their sellers. In this paper, we explore dynamic ad allocation with limited slots upon each customer arrival for an e-commerce platform, where customers follow a choice model when clicking the ads. Motivated by the recent advocacy for the algorithmic fairness of online ad delivery, we adjust the value from advertising by a general fairness metric evaluated with the click-throughs of different ads and customer types. The original online ad-allocation problem is intractable, so we propose a novel stochastic program framework (called two-stage target-debt, TTD) that first decides the click-through targets then devises an ad-allocation policy to satisfy these targets in the second stage. We design a debt-weighted offer-set (DWO) algorithm and demonstrate that, as long as the problem size scales to infinity, this algorithm is (asymptotically) optimal under the optimal first-stage click-through target. Compared to the Fluid heuristic and its re-solving variants, our approach has better scalability and can deplete the ad budgets more smoothly throughout the horizon, which is highly desirable for the online advertising business in practice.
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