Beyond Single Slot: Joint Optimization for Multi-Slot Guaranteed Display Advertising

2026-05-20

AI Summary

This study addresses the limitations of existing guaranteed display advertising allocation methods, which typically assume a single-slot setting and thus fail to achieve global optimality in multi-slot page layouts, often resulting in slot redundancy, uneven delivery, and concentrated exposure. To overcome these issues, this work proposes the first joint optimization framework tailored for multi-slot guaranteed advertising. The allocation problem is formulated as an offline bipartite matching with page view constraints, and a novel contract roulette mechanism is introduced to enforce slot mutual exclusivity and ensure balanced exposure. The designed algorithm is scalable for large-scale deployment. Empirical evaluation on Meituan’s advertising platform demonstrates a 28.99% increase in ARPU under 70% traffic, while difference-in-differences analysis confirms significantly improved contract fulfillment stability, effectively balancing merchant ROI and platform revenue efficiency.

Abstract

Guaranteed display advertising is crucial for platform monetization, yet existing methods often operate under a single-slot assumption, limiting their ability to optimize allocation across multi-slot page views. In this paper, we propose a novel joint optimization framework for multi-slot GD allocation, addressing key challenges such as slot-level redundancy, contract imbalance, and exposure concentration. Our approach formulates the allocation as an offline bipartite matching problem with a contract roulette mechanism for slot exclusivity and Page View constraints for impression control, and incorporates a scalable allocation optimization algorithm for efficient large-scale deployment. Extensive online tests on the Meituan advertising platform demonstrate that our method significantly improves merchant ROI, platform revenue efficiency, and contract fulfillment robustness. Specifically, online A/B tests show a 28.99% increase in Average Revenue Per User under 70% traffic, and DID analysis further indicates improved contract stability, demonstrating the strong applicability and effectiveness of our framework in real-world advertising deployments.

Problem

• Guaranteed Display Advertising
• Multi-Slot Allocation
• Contract Imbalance
• Exposure Concentration
• Slot-level Redundancy

Innovation

• multi-slot guaranteed display advertising
• joint optimization
• bipartite matching
• contract roulette
• exposure control