{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,4]],"date-time":"2026-05-04T05:45:52Z","timestamp":1777873552203,"version":"3.51.4"},"publisher-location":"New York, NY, USA","reference-count":43,"publisher":"ACM","funder":[{"DOI":"10.13039\/501100006374","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["No. 62172012"],"award-info":[{"award-number":["No. 62172012"]}],"id":[{"id":"10.13039\/501100006374","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["dl.acm.org"],"crossmark-restriction":true},"short-container-title":[],"published-print":{"date-parts":[[2025,8,3]]},"DOI":"10.1145\/3711896.3736853","type":"proceedings-article","created":{"date-parts":[[2025,8,3]],"date-time":"2025-08-03T20:52:41Z","timestamp":1754254361000},"page":"1447-1457","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":1,"title":["Beyond Advertising: Mechanism Design for Platform-Wide Marketing Service \u201cQuanZhanTui\u201d"],"prefix":"10.1145","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-1837-8840","authenticated-orcid":false,"given":"Ningyuan","family":"Li","sequence":"first","affiliation":[{"name":"CFCS, School of CS, Peking University, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6665-2288","authenticated-orcid":false,"given":"Zhilin","family":"Zhang","sequence":"additional","affiliation":[{"name":"Alibaba Group, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0005-0567-3938","authenticated-orcid":false,"given":"Tianyan","family":"Long","sequence":"additional","affiliation":[{"name":"School of EECS, Peking University, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0009-5828-8020","authenticated-orcid":false,"given":"Yuyao","family":"Liu","sequence":"additional","affiliation":[{"name":"Alibaba Group, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6166-4650","authenticated-orcid":false,"given":"Rongquan","family":"Bai","sequence":"additional","affiliation":[{"name":"Alibaba Group, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0659-7154","authenticated-orcid":false,"given":"Yurong","family":"Chen","sequence":"additional","affiliation":[{"name":"Inria, Ecole Normale Sup\u00e9rieure, PSL Research University, Paris, France"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-5282-6467","authenticated-orcid":false,"given":"Xiaotie","family":"Deng","sequence":"additional","affiliation":[{"name":"CFCS, School of CS & CMAR, Institute for AI, Peking University, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0009-0006-4285-5033","authenticated-orcid":false,"given":"Pengjie","family":"Wang","sequence":"additional","affiliation":[{"name":"Alibaba Group, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8094-1545","authenticated-orcid":false,"given":"Chuan","family":"Yu","sequence":"additional","affiliation":[{"name":"Alibaba Group, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3111-1005","authenticated-orcid":false,"given":"Jian","family":"Xu","sequence":"additional","affiliation":[{"name":"Alibaba Group, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4037-6315","authenticated-orcid":false,"given":"Bo","family":"Zheng","sequence":"additional","affiliation":[{"name":"Alibaba Group, Beijing, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2025,8,3]]},"reference":[{"key":"e_1_3_2_2_1_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-030-35389-6_2"},{"key":"e_1_3_2_2_2_1","first-page":"63","volume-title":"Proceedings of the 24th ACM Conference on Economics and Computation, EC 2023","author":"Alimohammadi Yeganeh","year":"2023","unstructured":"Yeganeh Alimohammadi, Aranyak Mehta, and Andr\u00e9s Perlroth. Incentive compatibility in the auto-bidding world. In Kevin Leyton-Brown, Jason D. Hartline, and Larry Samuelson, editors, Proceedings of the 24th ACM Conference on Economics and Computation, EC 2023, London, United Kingdom, July 9-12, 2023, page 63. ACM, 2023."},{"key":"e_1_3_2_2_3_1","first-page":"75","volume-title":"ACM Conference on Economics and Computation, EC '14","author":"Bachrach Yoram","year":"2014","unstructured":"Yoram Bachrach, Sofia Ceppi, Ian A. Kash, Peter B. Key, and David Kurokawa. Optimising trade-offs among stakeholders in ad auctions. In Moshe Babaioff, Vincent Conitzer, and David A. Easley, editors, ACM Conference on Economics and Computation, EC '14, Stanford, CA, USA, June 8-12, 2014, pages 75-92. ACM, 2014."},{"key":"e_1_3_2_2_4_1","doi-asserted-by":"publisher","DOI":"10.5555\/3524938.3524996"},{"key":"e_1_3_2_2_5_1","doi-asserted-by":"publisher","DOI":"10.1145\/2940716.2940732"},{"key":"e_1_3_2_2_6_1","doi-asserted-by":"publisher","DOI":"10.1145\/3465456.3467607"},{"key":"e_1_3_2_2_7_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.2018.3174"},{"key":"e_1_3_2_2_8_1","doi-asserted-by":"publisher","DOI":"10.1287\/opre.2020.2073"},{"key":"e_1_3_2_2_9_1","first-page":"15476","volume-title":"Blending advertising with organic content in e-commerce via virtual bids","author":"Carrion Carlos","year":"2023","unstructured":"Carlos Carrion, Zenan Wang, Harikesh S. Nair, Xianghong Luo, Yulin Lei, Peiqin Gu, Xiliang Lin, Wenlong Chen, Junsheng Jin, Fanan Zhu, Changping Peng, Yongjun Bao, Zhangang Lin, Weipeng Yan, and Jingping Shao. Blending advertising with organic content in e-commerce via virtual bids. In Brian Williams, Yiling Chen, and Jennifer Neville, editors, Thirty-Seventh AAAI Conference on Artificial Intelligence, AAAI 2023, Thirty-Fifth Conference on Innovative Applications of Artificial Intelligence, IAAI 2023, Thirteenth Symposium on Educational Advances in Artificial Intelligence, EAAI 2023, Washington, DC, USA, February 7-14, 2023, pages 15476-15484. AAAI Press, 2023."},{"key":"e_1_3_2_2_10_1","volume-title":"Forty-first International Conference on Machine Learning, ICML 2024","author":"Castiglioni Matteo","year":"2024","unstructured":"Matteo Castiglioni, Andrea Celli, and Christian Kroer. Online learning under budget and ROI constraints via weak adaptivity. In Forty-first International Conference on Machine Learning, ICML 2024, Vienna, Austria, July 21-27, 2024. OpenReview.net, 2024."},{"key":"e_1_3_2_2_11_1","doi-asserted-by":"publisher","DOI":"10.1145\/3465456.3467578"},{"key":"e_1_3_2_2_12_1","volume-title":"Constant inapproximability of pacing equilibria in second-price auctions","author":"Chen Xi","year":"2025","unstructured":"Xi Chen and Yuhao Li. Constant inapproximability of pacing equilibria in second-price auctions, 2025."},{"key":"e_1_3_2_2_13_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589334.3645344"},{"key":"e_1_3_2_2_14_1","doi-asserted-by":"publisher","DOI":"10.1145\/3328526.3329600"},{"key":"e_1_3_2_2_15_1","doi-asserted-by":"publisher","DOI":"10.1287\/opre.2021.2167"},{"key":"e_1_3_2_2_16_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589334.3645360"},{"key":"e_1_3_2_2_17_1","doi-asserted-by":"publisher","DOI":"10.1145\/3442381.3450052"},{"key":"e_1_3_2_2_18_1","unstructured":"Shahar Dobzinski and Renato Paes Leme. Efficiency guarantees in auctions with budgets. In Javier Esparza Pierre Fraigniaud Thore Husfeldt and Elias Koutsoupias editors Automata Languages and Programming - 41st International Colloquium ICALP 2014 Copenhagen Denmark July 8-11 2014 Proceedings Part I volume 8572 of Lecture Notes in Computer Science pages 392-404. Springer 2014."},{"key":"e_1_3_2_2_19_1","doi-asserted-by":"publisher","DOI":"10.1287\/moor.2017.0920"},{"key":"e_1_3_2_2_20_1","doi-asserted-by":"publisher","DOI":"10.1145\/3543507.3583491"},{"key":"e_1_3_2_2_21_1","first-page":"678","volume-title":"Proceedings of the 24th ACM Conference on Economics and Computation, EC 2023","author":"Giannis","year":"2023","unstructured":"Giannis Fikioris and \u00c9va Tardos. Liquid welfare guarantees for no-regret learning in sequential budgeted auctions. In Kevin Leyton-Brown, Jason D. Hartline, and Larry Samuelson, editors, Proceedings of the 24th ACM Conference on Economics and Computation, EC 2023, London, United Kingdom, July 9-12, 2023, pages 678-698. ACM, 2023."},{"key":"e_1_3_2_2_22_1","first-page":"1","volume-title":"14th Innovations in Theoretical Computer Science Conference (ITCS 2023), volume 251 of Leibniz International Proceedings in Informatics (LIPIcs)","author":"Gaitonde Jason","year":"2023","unstructured":"Jason Gaitonde, Yingkai Li, Bar Light, Brendan Lucier, and Aleksandrs Slivkins. Budget Pacing in Repeated Auctions: Regret and Efficiency Without Convergence. In Yael Tauman Kalai, editor, 14th Innovations in Theoretical Computer Science Conference (ITCS 2023), volume 251 of Leibniz International Proceedings in Informatics (LIPIcs), pages 52:1-52:1, Dagstuhl, Germany, 2023. Schloss Dagstuhl - Leibniz-Zentrum f\u00fcr Informatik."},{"key":"e_1_3_2_2_23_1","volume-title":"Alibaba Group Announces September Quarter 2024 Results","author":"Alibaba Group","year":"2024","unstructured":"Alibaba Group. Alibaba Group Announces September Quarter 2024 Results, 2024."},{"key":"e_1_3_2_2_24_1","doi-asserted-by":"publisher","DOI":"10.1145\/3637528.3671526"},{"key":"e_1_3_2_2_25_1","unstructured":"JD.com. JD.com Announces Third Quarter 2024 Results 2024."},{"key":"e_1_3_2_2_26_1","doi-asserted-by":"publisher","DOI":"10.24963\/ijcai.2024\/320"},{"key":"e_1_3_2_2_27_1","doi-asserted-by":"publisher","DOI":"10.1145\/3580305.3599403"},{"key":"e_1_3_2_2_28_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589334.3645638"},{"key":"e_1_3_2_2_29_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.tcs.2023.114141"},{"key":"e_1_3_2_2_30_1","doi-asserted-by":"publisher","DOI":"10.1145\/3589334.3645636"},{"key":"e_1_3_2_2_31_1","first-page":"20","volume-title":"Proceedings of the 13th ACM Conference on Recommender Systems, RecSys 2019","author":"Lin Xiao","year":"2019","unstructured":"Xiao Lin, Hongjie Chen, Changhua Pei, Fei Sun, Xuanji Xiao, Hanxiao Sun, Yongfeng Zhang, Wenwu Ou, and Peng Jiang. A pareto-efficient algorithm for multiple objective optimization in e-commerce recommendation. In Toine Bogers, Alan Said, Peter Brusilovsky, and Domonkos Tikk, editors, Proceedings of the 13th ACM Conference on Recommender Systems, RecSys 2019, Copenhagen, Denmark, September 16-20, 2019, pages 20-28. ACM, 2019."},{"key":"e_1_3_2_2_32_1","doi-asserted-by":"publisher","DOI":"10.1145\/3447548.3467103"},{"key":"e_1_3_2_2_33_1","first-page":"2817","volume-title":"Proceedings of the Thirty-Second International Joint Conference on Artificial Intelligence, IJCAI-23","author":"Liu Xiaodong","year":"2023","unstructured":"Xiaodong Liu and Weiran Shen. Auto-bidding with budget and roi constrained buyers. In Edith Elkind, editor, Proceedings of the Thirty-Second International Joint Conference on Artificial Intelligence, IJCAI-23, pages 2817-2825. International Joint Conferences on Artificial Intelligence Organization, 8 2023. Main Track."},{"key":"e_1_3_2_2_34_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-319-66700-3_4"},{"key":"e_1_3_2_2_35_1","volume-title":"Proceedings of Thirty Seventh Conference on Learning Theory","volume":"247","author":"Lucier Brendan","year":"2024","unstructured":"Brendan Lucier, Sarath Pattathil, Aleksandrs Slivkins, and Mengxiao Zhang. Autobidders with budget and roi constraints: Efficiency, regret, and pacing dynamics. In Shipra Agrawal and Aaron Roth, editors, Proceedings of Thirty Seventh Conference on Learning Theory, volume 247 of Proceedings of Machine Learning Research, pages 3642-3643. PMLR, 30 Jun-03 Jul 2024."},{"key":"e_1_3_2_2_36_1","series-title":"Lecture Notes in Computer Science","first-page":"492","volume-title":"Web and Internet Economics - 19th International Conference, WINE","author":"Lv Hongtao","year":"2023","unstructured":"Hongtao Lv, Xiaohui Bei, Zhenzhe Zheng, and Fan Wu. Auction design for bidders with ex post ROI constraints. In Jugal Garg, Max Klimm, and Yuqing Kong, editors, Web and Internet Economics - 19th International Conference, WINE 2023, Shanghai, China, December 4-8, 2023, Proceedings, volume 14413 of Lecture Notes in Computer Science, pages 492-508. Springer, 2023."},{"key":"e_1_3_2_2_37_1","first-page":"173","volume-title":"Auction design in an auto-bidding setting: Randomization improves efficiency beyond VCG","author":"Mehta Aranyak","year":"2022","unstructured":"Aranyak Mehta. Auction design in an auto-bidding setting: Randomization improves efficiency beyond VCG. In Fr\u00e9d\u00e9rique Laforest, Rapha\u00ebl Troncy, Elena Simperl, Deepak Agarwal, Aristides Gionis, Ivan Herman, and Lionel M\u00e9dini, editors, WWW '22: The ACM Web Conference 2022, Virtual Event, Lyon, France, April 25 - 29, 2022, pages 173-181. ACM, 2022."},{"key":"e_1_3_2_2_38_1","volume-title":"PDD Holdings Announces Third Quarter 2024 Unaudited Financial Results","author":"PDD.","year":"2024","unstructured":"PDD. PDD Holdings Announces Third Quarter 2024 Unaudited Financial Results, 2024."},{"key":"e_1_3_2_2_39_1","doi-asserted-by":"publisher","DOI":"10.1145\/3583780.3615192"},{"key":"e_1_3_2_2_40_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1540-6261.1961.tb02789.x"},{"key":"e_1_3_2_2_41_1","first-page":"25","volume-title":"Proceedings of the 26th International Conference on World Wide Web, WWW 2017","author":"Wilkens Christopher A.","year":"2017","unstructured":"Christopher A. Wilkens, Ruggiero Cavallo, and Rad Niazadeh. GSP: the cinderella of mechanism design. In Rick Barrett, Rick Cummings, Eugene Agichtein, and Evgeniy Gabrilovich, editors, Proceedings of the 26th International Conference on World Wide Web, WWW 2017, Perth, Australia, April 3-7, 2017, pages 25-32. ACM, 2017."},{"key":"e_1_3_2_2_42_1","doi-asserted-by":"publisher","DOI":"10.1145\/3394486.3403391"},{"key":"e_1_3_2_2_43_1","doi-asserted-by":"publisher","DOI":"10.1145\/3437963.3441771"}],"event":{"name":"KDD '25: The 31st ACM SIGKDD Conference on Knowledge Discovery and Data Mining","location":"Toronto ON Canada","acronym":"KDD '25","sponsor":["SIGKDD ACM Special Interest Group on Knowledge Discovery in Data","SIGMOD ACM Special Interest Group on Management of Data"]},"container-title":["Proceedings of the 31st ACM SIGKDD Conference on Knowledge Discovery and Data Mining V.2"],"original-title":[],"link":[{"URL":"https:\/\/dl.acm.org\/doi\/pdf\/10.1145\/3711896.3736853","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,30]],"date-time":"2026-04-30T18:02:26Z","timestamp":1777572146000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/3711896.3736853"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,8,3]]},"references-count":43,"alternative-id":["10.1145\/3711896.3736853","10.1145\/3711896"],"URL":"https:\/\/doi.org\/10.1145\/3711896.3736853","relation":{},"subject":[],"published":{"date-parts":[[2025,8,3]]},"assertion":[{"value":"2025-08-03","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}