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Blog

Auto-bidding and Auctions in Online Advertising: A Survey

Yuan Deng

Ashwinkumar Badanidiyuru Varadaraja

Gagan Aggarwal

Santiago Balseiro

Yifeng Teng

Balasubramanian Sivan

Di Wang

Kshipra Bhawalkar Lane

Jieming Mao

Gagan Goel

Vahab Mirrokni

Renato Paes Leme

Song Zuo

Wennan Zhu

Mohammad Mahdian

Aranyak Mehta

Zhe Feng

Jon Schneider

Ariel Schvartzman

Hanrui Zhang

Kelly Spendlove

Georgios Piliouras

Haihao (Sean) Lu

Andres Perlroth

Christopher Liaw

Mingfei Zhao

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.