A new stochastic budget distribution model with random demands
Qin, Rui; Yuan, Yong; Li, Juanjuan; Rui Qin
2014-06-24
Conference NameThe 18th Pacific Asia Conference on Information Systems (PACIS 2014)
Source PublicationProceedings of the 18th Pacific Asia Conference on Information Systems (PACIS 2014)
Conference DateJune 24-28, 2014
Conference PlaceChengdu, China
Abstract
In search auctions, when the total budget for an advertising campaign during a certain promotion period is determined, advertisers have to distribute their budgets over a series of sequential temporal slots (e.g., daily budgets). However, due to the uncertainties existed in search markets, advertisers can only obtain the value range of budget demand for each temporal slot based on promotion logs. In this paper, we present a stochastic model for budget distribution over a series of sequential temporal slots during a promotion period, considering the budget demand for each temporal slot as a random variable. We study some properties and present feasible solution algorithms for our budget model, in the case that the budget demand is characterized either by uniform random variable or normal random variable. We also conduct some experiments to evaluate our model with the empirical data. Experimental results show that the budget demand is more likely to be normal distributed than uniform distributed, and our strategy can outperform the baseline strategy commonly used in practice.
KeywordBudget Distribution Budget Demand Stochastic Strategy Budget Constraints Search Advertising
Indexed ByEI
Document Type会议论文
Identifierhttp://ir.ia.ac.cn/handle/173211/11573
Collection复杂系统管理与控制国家重点实验室_先进控制与自动化
Corresponding AuthorRui Qin
AffiliationThe State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
Qin, Rui,Yuan, Yong,Li, Juanjuan,et al. A new stochastic budget distribution model with random demands[C],2014.
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