The E-commerce advertising platforms typically sell commercial traffic through either second-price auction (SPA) or first-price auction (FPA). SPA was historically prevalent due to its dominant strategy incentive-compatible (DSIC) for bidders with quasi-linear utilities, especially when budgets are not a binding constraint, while FPA has gained more prominence for offering higher revenue potential to publishers and avoiding the possibility for discriminatory treatment in personalized reserve prices. Meanwhile, on the demand side, advertisers are increasingly adopting platform-wide marketing solutions akin to QuanZhanTui, shifting from spending budgets solely on commercial traffic to bidding on the entire traffic for the purpose of maximizing overall sales. For automated bidding systems, such a trend poses a critical challenge: determining optimal strategies across heterogeneous auction channels to fulfill diverse advertiser objectives, such as maximizing return (MaxReturn) or meeting target return on ad spend (TargetROAS). To overcome this challenge, this work makes two key contributions. First, we derive an efficient solution for optimal bidding under FPA channels, which takes into account the presence of organic traffic - traffic can be won for free. Second, we introduce a marginal cost alignment (MCA) strategy that provably secures bidding efficiency across heterogeneous auction mechanisms. To validate performance of our developed framework, we conduct comprehensive offline experiments on public datasets and large-scale online A/B testing, which demonstrate consistent improvements over existing methods.

翻译：电子商务广告平台通常通过第二价格拍卖（SPA）或第一价格拍卖（FPA）销售商业流量。历史上SPA更为普遍，因其对具有拟线性效用的竞价者具有占优策略激励相容性，尤其在预算非紧约束时；而FPA因能为发布商提供更高收益潜力，并避免个性化保留价格可能导致的差别对待，近年日益受到重视。与此同时，在需求侧，广告主正越来越多地采用类似"全站推"的平台级营销解决方案，从仅将预算投入商业流量转向对全站流量进行竞价，以最大化整体销售额。对于自动竞价系统，这一趋势提出了关键挑战：如何在异构拍卖渠道中确定最优策略，以满足广告主多样化目标，例如最大化回报或达成目标广告支出回报率。为应对此挑战，本研究作出两项关键贡献。首先，我们推导出FPA渠道下考虑自然流量存在的最优竞价高效解法。其次，我们提出边际成本对齐策略，该策略可证明能在异构拍卖机制间保障竞价效率。为验证所开发框架的性能，我们在公开数据集上进行了全面离线实验和大规模在线A/B测试，结果均显示其相对现有方法具有持续改进效果。