Bid value determination for a first-price auction

A computing device comprising:

• a processor;
• and
• memory comprising processor-executable instructions that when executed by the processor cause performance of operations, the operations comprising:
• training a machine learning model using a plurality of sets of auction information to generate a first machine learning model comprising a plurality of feature parameters associated with a plurality of features of the plurality of sets of auction information, wherein the first machine learning model comprises (i) a first bid parameter comprising a first bid weight and (ii) a first bias parameter comprising a first bias weight;
• loading the first machine learning model onto a bid shading module of a demand-side platform (DSP);
• receiving, by the DSP, a bid request, wherein:
• the bid request is associated with a request for content associated with a client device;
• the bid request is indicative of a set of features comprising one or more features associated with the request for content;
• a set of feature parameters, of the plurality of feature parameters, are associated with the set of features;
• a first feature parameter, of the set of feature parameters, is associated with a first feature of the set of features;
• a set of weights, of the set of feature parameters, is associated with the set of features;
• and
• the first feature parameter comprises a first weight, of the set of weights, associated with the first feature;
• determining a bid value associated with a content item;
• inputting, into the bid shading module of the DSP, the bid value;
• determining, based upon the set of feature parameters and using the first bid parameter and the first bias parameter of the first machine learning model loaded onto the bid shading module of the DSP, a plurality of expected bid surpluses associated with a plurality of shaded bid values, wherein:
• each shaded bid value of the plurality of shaded bid values does not exceed the bid value;
• and
• a first expected bid surplus of the plurality of expected bid surpluses is associated with a first shaded bid value of the plurality of shaded bid values;
• determining, based upon the plurality of expected bid surpluses and the plurality of shaded bid values, a second shaded bid value, wherein the determining the second shaded bid value is performed based upon (i) the set of weights, (ii) the first bid weight and (iii) the first bias weight;
• and
• submitting the second shaded bid value to an auction module for participation in an auction associated with the request for content,
• wherein one or more content items are provided for presentation on the client device associated with the request for content based upon a determination that the one or more content items are a winner of the auction.

A non-transitory machine readable medium having stored thereon processor-executable instructions that when executed cause performance of operations, the operations comprising:

• generating, based upon a plurality of sets of auction information, a plurality of feature parameters associated with a plurality of features of the plurality of sets of auction information, wherein the plurality of feature parameters comprises (i) a first bid parameter comprising a first bid weight and (ii) a first bias parameter comprising a first bias weight;
• receiving, by a demand-side platform (DSP), a bid request, wherein:
• the bid request is associated with a request for content associated with a client device;
• the bid request is indicative of a set of features comprising one or more features associated with the request for content;
• a set of feature parameters, of the plurality of feature parameters, are associated with the set of features;
• a first feature parameter, of the set of feature parameters, is associated with a first feature of the set of features;
• a set of weights, of the set of feature parameters, is associated with the set of features;
• and
• the first feature parameter comprises a first weight, of the set of weights associated with the first feature;
• determining a bid value associated with a content item;
• inputting, into a bid shading module of the DSP, the bid value;
• determining, using the bid shading module of the DSP and based upon the first bid parameter, the first bias parameter and set of feature parameters, a plurality of expected bid surpluses associated with a plurality of shaded bid values, wherein:
• each shaded bid value of the plurality of shaded bid values does not exceed the bid value;
• and
• a first expected bid surplus of the plurality of expected bid surpluses is associated with a first shaded bid value of the plurality of shaded bid values;
• determining, based upon the plurality of expected bid surpluses and the plurality of shaded bid values, a second shaded bid value, wherein the determining the second shaded bid value is performed based upon (i) the set of weights, (ii) the first bid weight and (iii) the first bias weight;
• and
• submitting the second shaded bid value to an auction module for participation in an auction associated with the request for content,
• wherein one or more content items are provided for presentation on the client device associated with the request for content based upon a determination that the one or more content items are a winner of the auction.