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Budget constraints are ubiquitous in online advertisement auctions. To manage these constraints and smooth out the expenditure across auctions, the bidders (or the platform on behalf of them) often employ pacing: each bidder is assigned a pacing multiplier between zero and one, and her bid on each item is multiplicatively scaled down by the pacing multiplier. This naturally gives rise to a game in which each bidder strategically selects a multiplier. The appropriate notion of equilibrium in this game is known as a pacing equilibrium. In this work, we show that the problem of finding an approximate pacing equilibrium is PPAD-complete for second-price auctions. This resolves an open question of Conitzer et al. [Conitzer V, Kroer C, Sodomka E, Stier-Moses NE (2022a) Multiplicative pacing equilibria in auction markets. Oper. Res. 70(2):963–989]. As a consequence of our hardness result, we show that the tâtonnement-style budget-management dynamics introduced by Borgs et al. [Borgs C, Chayes J, Immorlica N, Jain K, Etesami O, Mahdian M (2007) Dynamics of bid optimization in online advertisement auctions. Proc. 16th Internat. Conf. World Wide Web (ACM, New York), 531–540] are unlikely to converge efficiently for repeated second-price auctions. This disproves a conjecture by Borgs et al. [Borgs C, Chayes J, Immorlica N, Jain K, Etesami O, Mahdian M (2007) Dynamics of bid optimization in online advertisement auctions. Proc. 16th Internat. Conf. World Wide Web (ACM, New York), 531–540], under the assumption that the complexity class PPAD is not equal to P. Our hardness result also implies the existence of a refinement of supply-aware market equilibria which is hard to compute with simple linear utilities. Funding: This work was supported by National Science Foundation (CCF-1703925, IIS-1838154). 

The internet advertising market is a multibillion dollar industry in which advertisers buy thousands of ad placements every day by repeatedly participating in auctions. An important and ubiquitous feature of these auctions is the presence of campaign budgets, which specify the maximum amount the advertisers are willing to pay over a specified time period. In this paper, we present a new model to study the equilibrium bidding strategies in standard auctions, a large class of auctions that includes first and second price auctions, for advertisers who satisfy budget constraints on average. Our model dispenses with the common yet unrealistic assumption that advertisers’ values are independent and instead assumes a contextual model in which advertisers determine their values using a common feature vector. We show the existence of a natural value pacing–based Bayes–Nash equilibrium under very mild assumptions. Furthermore, we prove a revenue equivalence showing that all standard auctions yield the same revenue even in the presence of budget constraints. Leveraging this equivalence, we prove price of anarchy bounds for liquid welfare and structural properties of pacing-based equilibria that hold for all standard auctions. In recent years, the internet advertising market has adopted first price auctions as the preferred paradigm for selling advertising slots. Our work, thus, takes an important step toward understanding the implications of the shift to first price auctions in internet advertising markets by studying how the choice of the selling mechanism impacts revenues, welfare, and advertisers’ bidding strategies. This paper was accepted by Itai Ashlagi, revenue management and market analytics. Supplemental Material: The online appendix is available at https://doi.org/10.1287/mnsc.2023.4719 .