Sponsored search is an important monetization channel for search engines, in
which an auction mechanism is used to select the ads shown to users and
determine the prices charged from advertisers. There have been several pieces
of work in the literature that investigate how to design an auction mechanism
in order to optimize the revenue of the search engine. However, due to some
unrealistic assumptions used, the practical values of these studies are not
very clear. In this paper, we propose a novel \emph{game-theoretic machine
learning} approach, which naturally combines machine learning and game theory,
and learns the auction mechanism using a bilevel optimization framework. In
particular, we first learn a Markov model from historical data to describe how
advertisers change their bids in response to an auction mechanism, and then for
any given auction mechanism, we use the learnt model to predict its
corresponding future bid sequences. Next we learn the auction mechanism through
empirical revenue maximization on the predicted bid sequences. We show that the
empirical revenue will converge when the prediction period approaches infinity,
and a Genetic Programming algorithm can effectively optimize this empirical
revenue. Our experiments indicate that the proposed approach is able to produce
a much more effective auction mechanism than several baselines.

本文提出一种新颖的博弈论机器学习方法，该方法自然地合并机器学习和博弈论，通过双层优化框架学习拍卖机制以实现经验收入最大化。实验证明，该方法能够比几个基线方法产生更有效的拍卖机制。