Recently, joint advertising has gained significant attention as an effective approach to enhancing the efficiency and revenue of advertising slot allocation. Unlike traditional advertising, which allocates advertising slots exclusively to a single advertiser, joint advertising displays advertisements from brands and stores that have established a joint selling relationship within the same advertising slot. However, existing approaches often struggle to accommodate both joint and traditional advertising frameworks, thereby limiting the revenue potential and generalizability of joint advertising. Furthermore, these methods are constrained by two critical limitations: they generally neglect the influence of global externalities, and they fail to address the bidding variability stemming from multi-party advertiser participation. Collectively, these limitations present substantial challenges to the design of joint auction mechanisms. To address these challenges, we propose a Joint Auction Framework incorporating Externalities and Adaptation, and leverage the automated mechanism design (AMD) method through our proposed JEANet to compute joint auction mechanisms that satisfy the conditions of individual rationality (IR) and approximate dominant strategy incentive compatibility (DSIC). As the first AMD method to integrate global externalities into joint auctions, JEANet dynamically adapts to the bidding characteristics of multi-party advertiser and enables unified auctions that integrate both joint and traditional advertising. Extensive experimental results demonstrate that JEANet outperforms state-of-the-art baselines in multi-slot joint auctions.

翻译：近年来，联合广告作为一种提升广告位分配效率与收益的有效方法受到广泛关注。与传统广告将广告位独占分配给单一广告主不同，联合广告在同一广告位内展示已建立联合销售关系的品牌与店铺的广告。然而，现有方法往往难以同时兼容联合广告与传统广告框架，从而限制了联合广告的收益潜力与泛化能力。此外，这些方法受限于两个关键缺陷：普遍忽略全局外部性的影响，且未能处理多方广告主参与导致的竞价波动性。这些局限共同对联合拍卖机制的设计构成了重大挑战。为应对这些挑战，我们提出一种融合外部性与自适应性的联合拍卖框架，并借助自动化机制设计方法，通过我们提出的JEANet计算满足个体理性与近似占优策略激励相容条件的联合拍卖机制。作为首个将全局外部性整合到联合拍卖中的AMD方法，JEANet能动态适应多方广告主的竞价特性，并实现联合广告与传统广告相统一的拍卖机制。大量实验结果表明，JEANet在多广告位联合拍卖中优于当前最先进的基线方法。