Bidding Agent Design in the LinkedIn Ad Marketplace

Understand

We establish a general optimization framework for the design of automated bidding agent in dynamic online marketplaces.

• It optimizes solely for the buyer's interest and is agnostic to the auction mechanism imposed by the seller.
• As a result, the framework allows, for instance, the joint optimization of a group of ads across multiple platforms each running its own auction format.
• Bidding strategy derived from this framework automatically guarantees the optimality of budget allocation across ad units and platforms.