Robust Budget Pacing with a Single Sample

We study budget pacing in repeated first-price auctions when an advertiser's private-value distributions change over time and the stationary competing-bid distribution is unknown. We ask how a feasible expenditure plan should enter online bid shading, learning, and hard budget control. We establish a plan-to-performance decomposition for a plan-driven projected-dual policy. The policy uses any feasible expenditure plan as a soft target, learns an unknown stationary competing-bid CDF from thresholds revealed after each auction, and enforces the campaign budget on every sample path. Against a distribution-informed expected-budget fluid benchmark, the uniform-plan reward gap is $O(\sqrt T)+O(\mathcal W_T)$, where $\mathcal W_T$ measures heterogeneity in private-value distributions. With a supplied feasible plan, the global gap decomposes into a one-sided $O(\sqrt{T})$ fixed-plan execution term and a plan-mismatch term bounded by $(b/2a)PlanError$. The same analysis provides guarantees for strict and relaxed period-cap comparators, exact recovery of the global benchmark under a specific allowance vector, and separate lower bounds establishing the necessity of the temporal-heterogeneity and Plan Error terms. An upstream planner can translate forecasts or managerial priorities into a feasible spending trajectory, while the online controller adapts bids using realized thresholds and expenditures. The guarantee is modular: it evaluates the final normalized or projected plan through $PlanError$. A specific forecasting model can be linked to the guarantee by establishing how its primitive estimation errors propagate to this plan-quality metric.

Treatment allocation under budget constraints is a central challenge in digital advertising: advertisers must decide which users to show ads to while spending a limited budget wisely. The standard approach follows a two-stage offline pipeline - first collect historical data to estimate heterogeneous treatment effects (HTE), then solve a constrained optimization to allocate the budget. This works well with abundant data, but fails in cold-start settings such as new campaigns, new markets, or new customer segments where little historical data exists. We propose Budget-Constrained Causal Bandits (BCCB), an online framework that learns which users respond to ads while simultaneously spending the budget, making treatment decisions one user at a time. BCCB unifies three components into a single sequential process: learning individual-level ad effectiveness, exploring users whose response is uncertain, and pacing the budget over time. We evaluated on the Criteo Uplift dataset, a large-scale advertising dataset from a real randomized controlled trial. Our key finding is a data-efficiency crossover: offline methods require approximately 10,000 historical observations to produce reliable results, while BCCB operates effectively from the very first user. Furthermore, BCCB exhibits 3-5x lower performance variance between runs, making it more practical for real campaign planning. Among purely online methods, BCCB consistently outperforms standard Thompson Sampling, budgeted Thompson Sampling, and greedy HTE estimation across all budget levels tested.

We study repeated bidding in multi-unit discriminatory (pay-as-bid) auctions for a single bidder with per-round utility equal to value minus $α$ times payment, where $α\in[0,1]$ is a cost-of-capital parameter. The bidder aims to maximize cumulative utility over $T$ rounds subject to a total budget $B$. The problem is challenging even without budgets: the action space is exponential in $M$, the maximum demand of the bidder and the valuation vector (context) varies over time. Exploiting a decomposition of utility across units, we develop polynomial-time learning algorithms based on shortest paths in a directed acyclic graph, obtaining sublinear regret under both full-information and bandit feedback. In the bandit setting, the regret is independent of the number of contexts due to complete cross-learning: observing the utility of the chosen action under the realized context reveals the utility for the same action under all counterfactual contexts. With budget constraints, when the average normalized per-round budget $ρ=\frac{B}{MT}<1$, we design a coupled primal-dual algorithm in which the DAG-based procedure uses dual-adjusted edge weights for primal updates, while online gradient descent updates the dual variable, yielding $ρ$-approximate sublinear regret. Finally, we give implementations whose per-round time and space are independent of the number of contexts, enabling scalability to large or even infinite context spaces.