Causal Value Attribution of Marketing Labels in LLM-Generated Ads: A Deconfounder Approach

Generative AI is transforming how people access information, challenging traditional advertising mechanisms built around predefined slots. Towards generation-native advertising, we propose the Latent Advertiser Mixture Auction (LAMA), a token-level advertising mechanism that embeds advertiser influence directly into the generation process. Advertisers report local continuation values that induce advertiser-specific next-token policies, from which the platform decodes through a latent mixture while updating an allocation posterior. We show that LAMA satisfies Markov DSIC and IR, and achieves near-optimal KL-regularized welfare. We further develop a learning-based implementation that reconstructs the required reports online from learned local advantages and root values. Proof-of-concept experiments on real-world commercial-search query splits show that LAMA improves platform welfare and revenue while maintaining user-facing response quality, providing initial evidence for the feasibility of generation-native advertising.

Large language models enable inexpensive AI-generated annotations, but using them reliably for causal inference remains challenging. Naively pooling AI and human data induces bias, while existing methods such as Prediction-Powered Inference (PPI; Angelopoulos et al., 2023a) treat AI outputs as proxies of true labels -- an assumption often violated for generative model outputs in practice. We propose Generative Augmented Inference (GAI), a framework that treats AI outputs as general, potentially high-dimensional informative features for learning human labels rather than as surrogates. GAI flexibly models this relationship using nonparametric methods, enabling consistent estimation and valid inference from combined human and AI data. We establish asymptotic normality and show that, under random labeling, GAI strictly improves asymptotic efficiency over human-data-only estimation whenever AI outputs are informative for true labels. Empirical studies on real-world datasets demonstrate that GAI significantly reduces estimation error and improves confidence interval quality across diverse generative data sources relative to human-only and PPI-based estimation.

As search increasingly shifts toward LLM-driven answer engines, advertising is becoming embedded within the generated response itself and should therefore be evaluated for both user utility and commercial value. The key challenge is click-through intent: behavioural logs are unavailable, human annotation resists calibration, and frontier LLM judges conflate intent with linguistic fluency. These gaps compound, as principled pricing presupposes a continuous intent signal, while generating such a signal presupposes supervision that is currently unavailable. We construct the missing supervision through a psychologically grounded agent simulation framework, and distil it into a parameter-efficient evaluator that predicts click-through intent, together with the three companion dimensions of ad quality, as smooth, differentiable estimates. Validated through sign-certain behavioural perturbations, the evaluator surpasses frontier zero-shot judges on relevance sensitivity (79% versus 60-67%), tracks graded content degradation, generalises without error to 103 fictional products, and agrees with human preference in 86% of pairwise judgements across five annotators, with agreement rising in the evaluator's confidence. Upon its estimates we build the pricing layer directly, deriving the unique payment rule under which truthful bidding is optimal, demonstrating it on a best-of-k allocation, and extending the mechanism to non-monotone allocations. The same differentiable signal stands ready as a training objective for ad generation.