Guaranteed display advertising is crucial for platform monetization, yet existing methods often operate under a single-slot assumption, limiting their ability to optimize allocation across multi-slot page views. In this paper, we propose a novel joint optimization framework for multi-slot GD allocation, addressing key challenges such as slot-level redundancy, contract imbalance, and exposure concentration. Our approach formulates the allocation as an offline bipartite matching problem with a contract roulette mechanism for slot exclusivity and Page View constraints for impression control, and incorporates a scalable allocation optimization algorithm for efficient large-scale deployment. Extensive online tests on the Meituan advertising platform demonstrate that our method significantly improves merchant ROI, platform revenue efficiency, and contract fulfillment robustness. Specifically, online A/B tests show a 28.99% increase in Average Revenue Per User under 70% traffic, and DID analysis further indicates improved contract stability, demonstrating the strong applicability and effectiveness of our framework in real-world advertising deployments.
In modern online advertising platforms, Guaranteed Delivery (GD) contracts coexist and bid with Real-Time Bidding (RTB) auctions. Recent approaches either decouple GD and RTB optimization or rely on heuristic priority rules, and thus fail to effectively balance short-term revenue maximization with long-term contract delivery under complex multi-slot delivery and impression constraints. To address these challenges, we propose HMAF (Hierarchical Multi-Slot Allocation Framework), a unified framework designed to optimize impression allocation in GD--RTB advertising platforms. HMAF employs the Plan--Calibrate--Execute paradigm as its core structure, and integrates offline constraint optimization with online decision-making, balancing offline GD resource planning, dynamically calibrating GD--RTB competitiveness, and making real-time listwise rank decisions across multi-slot environments. HMAF has been implemented in multiple marketing scenarios at Meituan, one of the world's largest online food delivery platforms, leading to a 3.72% increase in GD delivery rate and a 1.59% increase in total advertisement revenue.
Incentivized advertising allocates monetary or virtual rewards to drive user engagement, where a key challenge is optimizing continuous incentive magnitudes under strict global constraints. This problem is complicated by high-frequency interactions, delayed feedback, and non-Markovian user dynamics such as fatigue, which limit the effectiveness of existing uplift modeling and constrained reinforcement learning approaches. To address these challenges, we propose GOAL, a constraint-aware generative framework that formulates incentive allocation as a conditional sequence generation problem. GOAL directly generates incentive magnitudes conditioned on user histories and system-level global pressure, and integrates a hierarchical causal state encoder to capture both local behavioral dynamics and long-range dependencies. To enable flexible constraint control, we introduce \textbf{S}afe \textbf{C}onstrained \textbf{P}olicy \textbf{O}ptimization (SCPO), which learns a single generative policy that generalizes across a spectrum of ROI constraints without retraining. Experiments on large-scale real-world data and a synthetic fatigue-aware environment show that GOAL improves long-term revenue and user retention while substantially reducing ROI violation rates compared to strong baselines.
Auto-bidding systems optimize bids to maximize value under efficiency constraints such as Cost-Per-Action (CPA). Existing methods treat each day as an independent episode. However, many advertisers produce value so sparsely that per-day efficiency ratios become statistically unreliable, undermining advertiser retention. Platforms therefore evaluate window-level efficiency over sliding windows of W=7 days, ensuring fair evaluation and long-term advertising effectiveness. This creates cross-episode coupling: each day's bidding decisions affect up to W overlapping windows, so setting daily targets requires anticipating future market conditions. We propose SWAG-Bid (Sliding-Window Aware Generative Auto-Bidding), a hierarchical framework decomposing this challenge into episode-level planning and step-level execution. The planner uses a Masked Trajectory Model to forecast markets and generate candidate plans, scored across all overlapping windows by Multi-Window Model Predictive Control Sampling (MWMS) with exponential confidence decay. The controller adjusts reliance on this guidance through a state-adaptive gate, Per-Step Gated Adaptive Layer Normalization (PSG-AdaLN), complemented by Return-to-Go and Cost-to-Go channels carrying budget and constraint information. Experiments on AuctionNet-Sparse and online A/B tests on AliExpress show that SWAG-Bid achieves competitive constraint satisfaction and value acquisition under sliding-window evaluation.