Auditing Marketing Budget Allocation with Hindsight Regret

We study finite-horizon budget allocation as a closed-loop economic control problem and evaluate receding-horizon Model Predictive Control (MPC) relative to reactive budgeting policies. Budgets are allocated periodically under execution noise and operational constraints, while return efficiency may evolve over time. Using a controlled simulation framework motivated by digital marketing, we compare reactive pacing to MPC across environments with increasing degrees of non-stationarity. Our results show that non-stationarity alone does not justify predictive control. When return dynamics are stationary or evolve through unpredictable stochastic drift, MPC offers no systematic advantage over reactive baselines. By contrast, when return efficiency exhibits predictable structure over the planning horizon, that is captured through an underlying model, MPC consistently outperforms reactive budgeting by exploiting intertemporal trade-offs.

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 the problem of auditing a black-box algorithmic decision-maker from observable inputs and outputs alone. Our main result is an exact decomposition: under precisely characterized conditions, the cumulative \emph{regret} of a dynamic policy equals the sum of per-period covariances between the cost vector and the policy's decision. This extends the single-period identity of Aldridge~(2026) to the full multi-period setting of stochastic dynamic programming. We prove the identity holds exactly under i.i.d. costs and mean-unbiased Markov policies, derive closed-form bias corrections for non-stationary and time-varying cases, and establish the discounted-horizon analog. A Bellman recursion for the covariance regret functional connects the result to standard reinforcement learning algorithms; for rolling-window policies, the estimation-error bias is $O(d/w)$. The decomposition has direct implications for algorithmic auditing in strategic environments: in platform mechanism design, it provides a welfare-based audit metric without access to the agent's private type; in repeated games, covariance reduction is a sufficient condition for policy improvement; in procurement and ad auctions, the bias correction quantifies welfare loss from strategic misreporting. The associated trajectory estimator is consistent, asymptotically normal with HAC variance, and computable in $O(T \cdot nd)$ time. This makes the proposed approach a tractable, model-free audit tool for platform mechanisms, algorithmic portfolio strategies, and any sequential decision system subject to external performance review.