Online bidding and auction are crucial aspects of the online advertising industry. Conventionally, there is only one slot for ad display and most current studies focus on it. Nowadays, multi-slot display advertising is gradually becoming popular where many ads could be displayed in a list and shown as a whole to users. However, multi-slot display advertising leads to different cost-effectiveness. Advertisers have the incentive to adjust bid prices so as to win the most economical ad positions. In this study, we introduce bid shading into multi-slot display advertising for bid price adjustment with a Multi-task End-to-end Bid Shading(MEBS) method. We prove the optimality of our method theoretically and examine its performance experimentally. Through extensive offline and online experiments, we demonstrate the effectiveness and efficiency of our method, and we obtain a 7.01% lift in Gross Merchandise Volume, a 7.42% lift in Return on Investment, and a 3.26% lift in ad buy count.

翻译：在线竞价与拍卖是在线广告行业的关键环节。传统上，广告展示仅有一个槽位，现有研究主要聚焦于此。近年来，多槽展示广告逐渐流行，即多个广告以列表形式整体呈现给用户。然而，多槽展示广告导致了不同的成本效益。广告主有动机调整出价以赢得最具经济效益的广告位。本研究将竞价遮蔽引入多槽展示广告领域，提出一种多任务端到端竞价遮蔽（MEBS）方法用于出价调整。我们从理论上证明了该方法的优化性，并通过实验验证其性能。通过大量离线和在线实验，我们展示了该方法的有效性和效率，实现了商品交易总额提升7.01%，投资回报率提升7.42%，广告购买量提升3.26%。