A stochastic model for budget distribution over time in search advertisements
Qin, Rui; Yuan, Yong; Li, Juanjuan; Yang, Yanwu; Rui Qin
2014-10
会议名称2014 IEEE International Conference on Service Operations and Logistics, and Informatic
会议录名称Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatic
会议日期October 8-10, 2014
会议地点Qingdao, China
摘要In search advertisements, advertisers have to seek for an effective allocation strategy to distribute the limited budget over a series of sequential temporal slots (e.g., days). However, advertisers usually have no sufficient knowledge to determine the optimal budget for each temporal slot, because there exist much uncertainty in search advertising markets. In this paper, we present a stochastic model for budget distribution over a series of sequential temporal slots under a finite time horizon, assuming that the best budget is a random variable. We study some properties and feasible solutions for our model, taking the best budget being characterized by either normal distribution or uniform distribution, respectively. Furthermore, we also make some experiments to evaluate our model and identify strategies with the real-world data collected from practical advertising campaigns. Experimental results show that a) our strategies outperform the baseline strategy that is commonly used in practice; b) the optimal budget is more likely to be normally distributed than uniformly distributed. 
关键词Search Advertisement Budget Distribution Optimal Budget Stochastic Programming Budget Constraint
收录类别EI
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/11570
专题复杂系统管理与控制国家重点实验室_先进控制与自动化
通讯作者Rui Qin
推荐引用方式
GB/T 7714
Qin, Rui,Yuan, Yong,Li, Juanjuan,et al. A stochastic model for budget distribution over time in search advertisements[C],2014.
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