Generative Auto-Bidding with Unified Modeling and Exploration

Computer Science > Artificial Intelligence [Submitted on 19 May 2026] Generative Auto-Bidding with Unified Modeling and Exploration Mingming Zhang, Feiqing Zhuang, Na Li, Shengjie Sun, Xiaowei Chen, Junxiong Zhu, Fei Xiao, Keping Yang, Lixin Zou, Chenliang Li Automated bidding is central to modern digital advertising. Early rule-based methods lacked adaptability, while subsequent Reinforcement Learning approaches modeled bidding as a Markov Decision Process but struggled with long-term dependencies. Recent generative models show promise, yet they lack explicit mechanisms to balance exploration and safety, relying solely on action perturbations or trajectory guidance without a safety fallback. This results in inefficient exploration and elevated financial risk for advertising platforms. To address this gap, we propose GUIDE (Generative Auto-Bidding with Unified Modeling and Exploration), a framework that synergistically integrates directed exploration with a safe fallback mechanism. GUIDE employs a Decision Transformer (DT) to jointly model historical bidding actions and environmental state transitions. A Q-value module guides the DT's exploration via regularization constraints, while an Inverse Dynamics Module (IDM) leverages DT-predicted future states to infer robust, behaviorally consistent actions as a safe policy fallback. The Q-value module then adaptively selects the final action between these two options, balancing exploration and safety. Together, these components form an integrated "explore-safeguard-select" pipeline that unifies efficiency and safety. We conduct extensive experiments on public datasets, in simulated auction environments, and through large-scale online deployment on Taobao, a leading Chinese advertising platform. Results show GUIDE consistently outperforms state-of-the-art baselines across all scenarios. In real-world deployment, GUIDE achieves notable gains: +4.10% ad GMV, +1.40% ad clicks, +1.66% ad cost, and +3.52% ad ROI, demonstrating its effectiveness and strong industrial applicability. Comments: 11pages, sigir2026 Subjects: Artificial Intelligence (cs.AI) Cite as: arXiv:2605.19457 [cs.AI]   (or arXiv:2605.19457v1 [cs.AI] for this version)   https://doi.org/10.48550/arXiv.2605.19457 Focus to learn more Related DOI: https://doi.org/10.1145/3805712.3809661 Focus to learn more Submission history From: Mingming Zhang [view email] [v1] Tue, 19 May 2026 07:09:32 UTC (29,254 KB) Access Paper: HTML (experimental) view license Current browse context: cs.AI < prev   |   next > new | recent | 2026-05 Change to browse by: cs References & Citations NASA ADS Google Scholar Semantic Scholar Export BibTeX Citation Bookmark Bibliographic Tools Bibliographic and Citation Tools Bibliographic Explorer Toggle Bibliographic Explorer (What is the Explorer?) Connected Papers Toggle Connected Papers (What is Connected Papers?) Litmaps Toggle Litmaps (What is Litmaps?) scite.ai Toggle scite Smart Citations (What are Smart Citations?) Code, Data, Media Demos Related Papers About arXivLabs Which authors of this paper are endorsers? | Disable MathJax (What is MathJax?)