Motivation
Most online advertising is sold by auction, one impression at a time, to advertisers who manage a budget over many auctions rather than a value for a single one. Since 2019 the major ad exchanges have moved from second price to first price auctions, in which the winner pays its own bid. A budget-constrained advertiser in a first price auction must therefore shade its bids twice: once because of the budget, and once because of the payment rule. Whether these two effects admit a coherent equilibrium, and of what form, is the question behind Balseiro, Kroer and Kumar, Contextual Standard Auctions with Budgets: Revenue Equivalence and Efficiency Guarantees (Management Science, 2023, doi:10.1287/mnsc.2023.4719).
Earlier work on pacing equilibria treated second price auctions, where truthful bidding is dominant without budgets (Balseiro, Besbes and Weintraub 2015; Conitzer et al. 2022). In first price auctions with a single deterministic item, an equilibrium may fail to exist (the paper's Online Appendix A). The paper restores existence by letting items carry a random context and values depend on it linearly. This mission formalizes its first main result, Theorem 1: an equilibrium of a simple, interpretable form exists.
Setting
An item has a context α∈A⊂R+d, a feature vector drawn from a law F with a density. There are n buyers. Each buyer has a type θ=(w,B), a weight vector w and a budget B, drawn independently from a law G with a density on
Θ=(0,U)d×(Bmin,U).
Buyer (w,B) values item α at wTα, and ω:=sup(w,B)∈Θ,α∈AwTα. The seller reveals α, then runs a first price auction with a public reserve price r(α): a bid b(α) wins if b(α)≥max(r(α),{β(θi,α)}i), where β is the strategy of the n−1 competitors, and the winner pays its bid. A budget only needs to hold in expectation over α and the competitors' types.
A strategy β∗:Θ×A→R≥0 is a symmetric first price equilibrium (SFPE, Definition 1) if for G-almost every type (w,B) the bid function β∗(w,B,⋅) solves
b:A→R≥0max E[(wTα−b(α))1{b(α)≥max(r(α),{β∗(θi,α)}i)}] s.t. E[b(α)1{⋯}]≤B.
A pacing function μ:Θ→R≥0 scales values down to paced values wTα/(1+μ(w,B)). Let Hαμ be the distribution function of the highest of n−1 i.i.d. paced values, and for x≥r(α) let
σαμ(x)=x−∫r(α)xHαμ(x)Hαμ(s)ds,
with σαμ(x)=0 if Hαμ(x)=0 and σαμ(x)=x if x<r(α). The value pacing–based strategy (Definition 2) is
βμ(w,B,α)=σαμ(1+μ(w,B)wTα).
For a buyer facing competitors who use βμ, the dual function is qμ(w,B,t)=supbE[(wTα−(1+t)b(α))1{⋯}]+tB for t≥0.
Formalization targets
Goal: Theorem 1 (p. 7)
∃μ:Θ→R≥0such thatβμ is an SFPE.
Milestones
- Lemma 1 (p. 8): for every type and every t≥0, σαμ(wTα/(1+t)) maximizes the Lagrangian E[(wTα/(1+t)−b(α))1{⋯}].
- Proposition 1 (p. 8): on a set Θ′ of full G-measure, for every μ, a minimizer t∗ of qμ(w,B,⋅) over t≥0 makes σαμ(wTα/(1+t∗)) optimal for the budget-constrained problem Qμ(w,B).
- Lemma 2 (p. 10): the smallest minimizer ℓμ(w,B) of qμ(w,B,⋅) over [0,ω/Bmin] is nondecreasing in each wi and nonincreasing in B.
- Lemma 3 (p. 10): ℓμ∈L1(Θ) and its total variation is at most V0=(d+1)max(Ud,Ud+1)ω/Bmin. The paper prints (d+1)Ud+1ω/Bmin, which agrees when U≥1. For U<1 the printed bound fails by a rescaling argument, and the mission corrects the exponent to d there.
- Lemma 4 (p. 10): X0={μ∈L1(Θ):0≤μ≤ω/Bmin, V(μ,Θ)≤V0} is nonempty, compact and convex in L1(Θ); f(μ,μ^)=EG[qμ(w,B,μ^(w,B))] is continuous; C0∗(μ)=argminμ^∈X0f(μ,μ^) is upper hemicontinuous with nonempty, convex, compact values.
- Lemma 5 (p. 10): a fixed point μ∈C0∗(μ) satisfies μ(w,B)∈argmint∈[0,ω/Bmin]qμ(w,B,t) almost surely.
- Proposition 2 (p. 9): some μ satisfies μ(w,B)∈argmint≥0qμ(w,B,t) almost surely.
The paper states that Proposition 2 combined with Proposition 1 implies Theorem 1.
Significance
Theorem 1 says that budget-constrained buyers in contextual first price auctions have an equilibrium that is described by one scalar per type: shade the value by the factor 1/(1+μ(w,B)), then bid as an unconstrained buyer would in an i.i.d. first price auction against paced competitors. This is the object on which the rest of the paper is built: revenue equivalence across standard auctions (Theorem 2) and a liquid-welfare price of anarchy of at least 1/2 (Theorem 3) are both statements about pacing-based equilibria. Practically, it supports the use of pacing for budget management in first price auctions, with pacing multipliers computed as for second price auctions.
The result is proved in the paper; every proof is in its online appendix, which is not part of the source this mission cites. Nothing in the paper is formalized. A formalization would check a strong-duality argument for a non-convex problem and an infinite-dimensional fixed-point argument whose topology the authors chose with care, and it would produce reusable pieces: multivariate total variation, compactness of bounded-variation sets in L1, and the first price equilibrium bid against an arbitrary (possibly atomic) value distribution with a reserve price.
Difficulty
The buyer's problem Qμ(w,B) is not convex in the bid function, so standard convex duality does not give strong duality; Proposition 1 needs a direct argument combining Lagrangian optimality (Lemma 1), differentiability of qμ in t, and complementary slackness. Lemma 1 itself cannot quote the textbook first price equilibrium, because the paced value distribution λαμ may have atoms and the reserve price creates discontinuities.
The fixed point lives in an infinite-dimensional space of pacing functions. The obvious topologies fail: the set X of bounded pacing functions is not compact in any Lp, and in the weak-* topology of L∞ upper hemicontinuity of the best-response correspondence is hard to obtain; restricting to Lipschitz functions loses the property that best responses stay in the set. The paper restricts to functions of bounded total variation, which requires the monotonicity of Lemma 2 and the variation bound of Lemma 3.
Formalization scope
Contexts are Fin d → ℝ, types are pairs (w, B) : (Fin d → ℝ) × ℝ, and wTα is the explicit sum ∑iwiαi. A single Model structure holds d,n,U,Bmin,A,F,G,r, and Model.Standing collects the assumptions of §2.2 together with four that the paper uses without stating them: n≥2, Bmin<U, A nonempty and bounded (so ω<∞), and measurability of A and r. Pacing functions are measurable functions on Rd×R that are nonnegative on Θ; values off Θ are irrelevant since G(Θc)=0.
The conventions fixed in Lean:
- Ties win: the indicator is b(α)≥max(⋯), as in the paper's tie-breaking rule.
- An admissible bid function is measurable, nonnegative on A, and has an integrable payment integrand. The problem of Definition 1, Qμ, qμ and the Lagrangian of Lemma 1 all range over this class.
- An SFPE is jointly measurable in (θ,α), so Theorem 1 must produce a measurable strategy.
- qμ is the supremum over bids of p. 7, not the closed form of p. 8. σαμ has an explicit branch for Hαμ(x)=0.
- Argmins are stated as membership plus
IsMinOn, over t≥0 in Propositions 1–2 and over [0,ω/Bmin] in Lemma 5 and ℓμ, as printed.
- V(u,Ω) takes values in
EReal, with Euclidean ∥ϕ(x)∥≤1 and test fields supported in Ω; L1(Θ) is with respect to Lebesgue measure. Lemma 4 is stated on the image of X0 in Lp ℝ 1 (volume.restrict Θ), in its norm topology.
A formalization in which qμ is defined by its closed form, in which non-integrable payments count as zero, or in which the strategy need not be measurable would make the milestones easier without proving the paper's theorem; these readings are excluded by the definitions above.
A complete development needs: first price equilibrium bids for general atomic distributions with reserves; measurability of parametric integrals; a duality argument for one-dimensional Lagrangian relaxations; multivariate bounded variation and its compact embedding in L1 of a box; and the Kakutani–Fan–Glicksberg theorem in a locally convex space. The bounded-variation and fixed-point parts are reusable beyond this mission. Proofs of any milestone, and alternative arguments, are welcome.
Selected references
- S. R. Balseiro, C. Kroer, R. Kumar, Contextual Standard Auctions with Budgets: Revenue Equivalence and Efficiency Guarantees, Management Science, Articles in Advance, 2023. https://doi.org/10.1287/mnsc.2023.4719
- S. R. Balseiro, O. Besbes, G. Y. Weintraub, Repeated Auctions with Budgets in Ad Exchanges: Approximations and Design, Management Science 61(4), 2015. https://doi.org/10.1287/mnsc.2014.2022
- V. Conitzer, C. Kroer, E. Sodomka, N. E. Stier-Moses, Multiplicative Pacing Equilibria in Auction Markets, Operations Research 70(2), 2022. https://doi.org/10.1287/opre.2021.2167
- V. Krishna, Auction Theory, 2nd ed., Academic Press, 2009.
- L. C. Evans, R. F. Gariepy, Measure Theory and Fine Properties of Functions, revised ed., CRC Press, 2015.