上海管理论坛第549期
题目：Online Advertisement Allocations Under Customer Choices and Algorithmic Fairness（客户选择和算法公平下的在线广告分配）
演讲人：郑欢教授，上海交通大学安泰经济与管理学院
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时间：2025年6月23日（周一），上午9:00-12:00
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演讲人简介：
郑欢教授现任上海交通大学管理科学系系主任、教授、博士生导师，全国知名专家，主持国家自科青年基金A类（原国家杰出青年基金项目）、国家自然科学基金重点项目等。主要研究兴趣包括供应链管理和优化、数据分析与商业决策等，有多篇研究成果发表于Operations Research, Manufacturing & Service Operations Management等学术期刊上。
演讲内容简介：
Advertising is a crucial revenue source for e-commerce platforms and a vital online marketing tool for their sellers. In this paper, we explore dynamic ad allocations with limited slots upon each customer arrival for an e-commerce platform, where customers follow a choice model when clicking the ads. Motivated by the recent advocacy for the algorithmic fairness of online ad delivery, we adjust the value from advertising by a general fairness metric evalsuated with the click-throughs of different ads and customer types. The original online ad-allocations problem is intractable, so we propose a novel stochastic program framework (called two-stage target-debt, TTD) that first decides the click-through targets then devises an ad-allocations policy to satisfy these targets in the second stage. We design a debt-weighted offer-set (DWO) algorithm and demonstrate that, as long as the problem size scales to infinity, this algorithm is (asymptotically) optimal under the optimal first-stage click-through target. Compared to the Fluid heuristic and its re-solving variants, our approach has better scalability and can deplete the ad budgets more smoothly throughout the horizon, which is highly desirable for the online advertising business in practice.
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