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Blog

Auto-bidding and Auctions in Online Advertising: A Survey

Gagan Aggarwal

Ashwinkumar Badanidiyuru Varadaraja

Santiago Balseiro

Kshipra Bhawalkar Lane

Yuan Deng

Zhe Feng

Gagan Goel

Christopher Liaw

Haihao (Sean) Lu

Mohammad Mahdian

Jieming Mao

Aranyak Mehta

Vahab Mirrokni

Renato Paes Leme

Andres Perlroth

Georgios Piliouras

Jon Schneider

Ariel Schvartzman

Balasubramanian Sivan

Kelly Spendlove

Yifeng Teng

Di Wang

Hanrui Zhang

Mingfei Zhao

Wennan Zhu

Song Zuo

ACM SIGecom Exchanges, 22 (2024)

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Abstract

In this survey, we summarize recent developments in research fueled by the growing adoption of automated bidding strategies in online advertising. We explore the challenges and opportunities that have arisen as markets embrace this autobidding and cover a range of topics in this area, including bidding algorithms, equilibrium analysis and efficiency of common auction formats, and optimal auction design.