AdCoEvo: A Co-Evolving Multi-Agent Advertising Delivery System

Abstract

Digital advertising is an important means for platforms to reach potential users and drive business growth. Advertising delivery is the core link between marketing objectives and actual returns. Existing methods have achieved partial automation in individual tasks such as bidding and budget allocation, but they still rely on human operators for overall coordination, making it difficult to support large-scale operations. They also often fail to achieve optimal performance, and individual experience remains difficult to turn into reusable operational capabilities. In addition, as advertising markets change, advertising delivery systems need timely strategy updates to remain effective in dynamic markets. To automate the entire advertising operations process and improve adaptability to market changes, we propose AdCoEvo, a co-evolving multi-agent advertising delivery system. Specifically, the system connects delivery decisions across different timescales and operational granularities through role specialization. Diagnostic results guide account planning and strategy adjustment in the next period. The multi-agent system updates its model parameters based on actual delivery outcomes and continually improves delivery strategies through mutual feedback among planning, adjustment, and diagnosis, thereby achieving co-evolution. Experiments show that, relative to the rule-based operational baseline (Rule), AdCoEvo increases advertiser value by 14.02% while reducing cost per acquisition by 7.07%. Compared with a multi-agent system with fixed parameters, AdCoEvo increases advertiser value by 3.96% and reduces cost per acquisition by 1.24%, indicating that co-evolution can yield greater delivery returns.