Generative Bid Shading in Real-Time Bidding Advertising.

@inproceedings{fang-2026-generative, author = {Hui Fang and Yinqiu Huang and Fan Zhou and Wenshuai Chen and Haitao Wang and Xiao Li and Hao Ma and Liu Yu and Zongwei Wang and Hui Fang and Yinqiu Huang and Fan Zhou and Wenshuai Chen and Shuli Wang and Xovee Xu and Alex Acero and Xingxing Wang and Liu Yu and Zongwei Wang and Goce Trajcevski and Yongqiang Zhang and Shuli Wang and Xovee Xu and Goce Trajcevski and Yongqiang Zhang and Xue Wei and Yinhua Zhu and Haitao Wang and Xiao Li and Alex Acero and Xingxing Wang}, editor = {Hannah Bast and Alistair Moffat and Falk Scholer and Marc Najork and Min Zhang and Hannah Bast and Marc Najork and Min Zhang}, title = {{Generative Bid Shading in Real-Time Bidding Advertising}}, booktitle = {{Proceedings of the 49th International ACM SIGIR Conference on Research and Development in Information Retrieval, SIGIR 2026, MelbourneVICAustralia, July 20-24, 2026}}, pages = {600--609}, publisher = {ACM}, year = {2026}, url = {https://doi.org/10.1145/3805712.3809566}, doi = {https://doi.org/10.1145/3805712.3809566} }