A stochastic model for budget distribution over time in search advertisements

CASIA OpenIR > 多模态人工智能系统全国重点实验室 > 平行智能技术与系统团队

	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	多模态人工智能系统全国重点实验室_平行智能技术与系统团队
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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