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OneBid: A Unified Auto-Bidding Foundation Model for Diverse oCPX Advertising Scenarios

arXiv · AI, language, vision and robotics · article · Sep 18, 2026 · UTC

Auto-bidding is central to computational advertising, where strategies must maximize advertisers' conversion value under economic constraints. It has evolved from rule-based controllers to reinforcement learning and generative methods such as Decision Transformer (DT). Yet these methods increasingly mismatch the prevailing optimized cost-per-X (oCPX) paradigm, which spans heterogeneous scenarios (e.g., registration, purchase), each served by a separate model, leading to fragmented pipelines and underexploring cross-scenario modeling. Inspired by foundation models like LLMs, unifying these oCPX

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