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Zhilin Zhang

Zhilin Zhang contributes to research discovery and scholarly infrastructure.

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Published work

4 published item(s)

preprint2026arXiv

DecisionLLM: Large Language Models for Long Sequence Decision Exploration

Long-sequence decision-making, which is usually addressed through reinforcement learning (RL), is a critical component for optimizing strategic operations in dynamic environments, such as real-time bidding in computational advertising. The Decision Transformer (DT) introduced a powerful paradigm by framing RL as an autoregressive sequence modeling problem. Concurrently, Large Language Models (LLMs) have demonstrated remarkable success in complex reasoning and planning tasks. This inspires us whether LLMs, which share the same Transformer foundation, but operate at a much larger scale, can unlock new levels of performance in long-horizon sequential decision-making problem. This work investigates the application of LLMs to offline decision making tasks. A fundamental challenge in this domain is the LLMs' inherent inability to interpret continuous values, as they lack a native understanding of numerical magnitude and order when values are represented as text strings. To address this, we propose treating trajectories as a distinct modality. By learning to align trajectory data with natural language task descriptions, our model can autoregressively predict future decisions within a cohesive framework we term DecisionLLM. We establish a set of scaling laws governing this paradigm, demonstrating that performance hinges on three factors: model scale, data volume, and data quality. In offline experimental benchmarks and bidding scenarios, DecisionLLM achieves strong performance. Specifically, DecisionLLM-3B outperforms the traditional Decision Transformer (DT) by 69.4 on Maze2D umaze-v1 and by 0.085 on AuctionNet. It extends the AIGB paradigm and points to promising directions for future exploration in online bidding.

preprint2026arXiv

LERA: LLM-Enhanced RAG for Ad Auction in Generative Chatbots

The integration of advertising auction mechanisms into large language model (LLM)-based chatbots presents a significant opportunity for commercialization, yet poses unique challenges in balancing relevance, efficiency, and user experience. Recently, Feizi et al.~\citep{feizi2023online} and Hajiaghayi et al.~\citep{hajiaghayi2024ad} outlined a retrieve-then-generate paradigm that decouples retrieval and generation, offering lightweight ad insertion and payment determination. However, current retrieval relies solely on text embedding similarity, which may lead to commercial misinterpretation and issues such as repetitive insertions. In this paper, we propose LERA, a two-stage retrieve-then-generate auction framework tailored for LLM chatbots. In the first stage, embedding-based coarse filtering pre-selects a small set of candidate advertisers. In the second stage, the LLM itself is queried with a carefully designed prompt to produce logits over candidates, which serve as refined organic relevance scores. These scores are combined with bids, and a critical-value payment rule accounts for both the coarse-filtering and fine-ranking thresholds, ensuring truthfulness for utility-maximizing advertisers. The framework naturally extends to multiple ad insertions within dynamic dialogue flows and long responses. Experiments on a synthetic advertiser-query benchmark show that LERA substantially improves ad selection accuracy and insertion diversity while incurring only controllable latency overhead.

preprint2022arXiv

A Cooperative-Competitive Multi-Agent Framework for Auto-bidding in Online Advertising

In online advertising, auto-bidding has become an essential tool for advertisers to optimize their preferred ad performance metrics by simply expressing high-level campaign objectives and constraints. Previous works designed auto-bidding tools from the view of single-agent, without modeling the mutual influence between agents. In this paper, we instead consider this problem from a distributed multi-agent perspective, and propose a general $\underline{M}$ulti-$\underline{A}$gent reinforcement learning framework for $\underline{A}$uto-$\underline{B}$idding, namely MAAB, to learn the auto-bidding strategies. First, we investigate the competition and cooperation relation among auto-bidding agents, and propose a temperature-regularized credit assignment to establish a mixed cooperative-competitive paradigm. By carefully making a competition and cooperation trade-off among agents, we can reach an equilibrium state that guarantees not only individual advertiser's utility but also the system performance (i.e., social welfare). Second, to avoid the potential collusion behaviors of bidding low prices underlying the cooperation, we further propose bar agents to set a personalized bidding bar for each agent, and then alleviate the revenue degradation due to the cooperation. Third, to deploy MAAB in the large-scale advertising system with millions of advertisers, we propose a mean-field approach. By grouping advertisers with the same objective as a mean auto-bidding agent, the interactions among the large-scale advertisers are greatly simplified, making it practical to train MAAB efficiently. Extensive experiments on the offline industrial dataset and Alibaba advertising platform demonstrate that our approach outperforms several baseline methods in terms of social welfare and revenue.

preprint2021arXiv

Optimizing Multiple Performance Metrics with Deep GSP Auctions for E-commerce Advertising

In e-commerce advertising, the ad platform usually relies on auction mechanisms to optimize different performance metrics, such as user experience, advertiser utility, and platform revenue. However, most of the state-of-the-art auction mechanisms only focus on optimizing a single performance metric, e.g., either social welfare or revenue, and are not suitable for e-commerce advertising with various, dynamic, difficult to estimate, and even conflicting performance metrics. In this paper, we propose a new mechanism called Deep GSP auction, which leverages deep learning to design new rank score functions within the celebrated GSP auction framework. These new rank score functions are implemented via deep neural network models under the constraints of monotone allocation and smooth transition. The requirement of monotone allocation ensures Deep GSP auction nice game theoretical properties, while the requirement of smooth transition guarantees the advertiser utilities would not fluctuate too much when the auction mechanism switches among candidate mechanisms to achieve different optimization objectives. We deployed the proposed mechanisms in a leading e-commerce ad platform and conducted comprehensive experimental evaluations with both offline simulations and online A/B tests. The results demonstrated the effectiveness of the Deep GSP auction compared to the state-of-the-art auction mechanisms.