Online bidding and auction are crucial aspects of the online advertising
industry. Conventionally, there is only one slot for ad display and most
current studies focus on it. Nowadays, multi-slot display advertising is
gradually becoming popular where many ads could be displayed in a list and
shown as a whole to users. However, multi-slot display advertising leads to
different cost-effectiveness. Advertisers have the incentive to adjust bid
prices so as to win the most economical ad positions. In this study, we
introduce bid shading into multi-slot display advertising for bid price
adjustment with a Multi-task End-to-end Bid Shading(MEBS) method. We prove the
optimality of our method theoretically and examine its performance
experimentally. Through extensive offline and online experiments, we
demonstrate the effectiveness and efficiency of our method, and we obtain a
7.01% lift in Gross Merchandise Volume, a 7.42% lift in Return on Investment,
and a 3.26% lift in ad buy count.

在线竞价、拍卖、多槽位广告展示、出价调整以及成本效益性是本研究的主要关键词，通过引入多任务端到端出价调整方法 (MEBS)，我们在多槽位广告展示中证明了该方法的理论最优性，并通过离线和在线实验的广泛验证取得了 7.01% 的总商品交易额提升、7.42% 的投资回报率提升和 3.26% 的广告采购计数提升。