Alibaba’s Bid2X and the foundation model era for digital advertising

Last August, at the KDD conference, a research team from Alibaba presented Bid2X, a foundation model for advertising bidding environments that can be reused across automatic bidding ("autobid") systems. Bid2X aims to predict bidding outcomes across different campaign configurations, advertiser objectives, budgets, bidding strategies, marketplace conditions, and other characteristics that are only implicitly or partially […]