Yahoo Ad Tech LLC

Tingyu Mao

Brendan Kitts

Aaron Eliasib Flores

Jianlong Zhang

Junwei Pan

Tian Zhou

Shengjun Pan

Djordje Gligorijevic

Balaji Srinivasa Rao Paladugu

Sneha Thomas

Bharatbhushan Shetty

Hao He

San Gultekin

Shaded bid values may be determined and/or submitted to one or more auction modules for participation in auctions. Auction information including at least one of impression indications associated with the auctions, sets of features associated with the auctions, the shaded bid values associated with the auctions, etc. may be stored in a database. A machine learning model may be trained using the auction information to generate a first machine learning model with feature parameters associated with features. A bid request, indicative of a second set of features, may be received. The first machine learning model may be used to determine win probabilities and/or expected bid surpluses associated with multiple shaded bid values based upon one or more feature parameters, of the feature parameters, associated with the second set of features. A shaded bid value for submission may be determined based upon the win probabilities and/or the expected bid surpluses.

Bid value determination for a first-price auction

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Sunnyvale, CA, United States of America

Tingyu Mao