Multi-Channel Auction Design in the Autobidding World

Gagan Aggarwal, Andrés Perlroth, Junyao Zhao

Abstract: Over the past few years, more and more Internet advertisers have started using automated bidding for optimizing their advertising campaigns. Such advertisers have an optimization goal (e.g. to maximize conversions), and some constraints (e.g. a budget or an upper bound on average cost per conversion), and the automated bidding system optimizes their auction bids on their behalf. Often, these advertisers participate on multiple advertising channels and try to optimize across these channels. A central question that remains unexplored is how automated bidding affects optimal auction design in the multi-channel setting.