Boundary value problems for stochastic budget distribution in search advertisements
Qin, Rui; Yang, Yanwu; Zeng, Daniel; Wang, Fei-Yue; Rui Qin
2013-07
Conference Name2013 IEEE International Conference on Service Operations and Logistics, and Informatic
Source PublicationProceedings of 2013 IEEE International Conference on Service Operations and Logistics, and Informatic
Conference DateJuly 28-30, 2013
Conference PlaceDongguan, Guangdong, China
AbstractIn sponsored search auctions, advertisers have to distribute the budget to a series of temporal slots in order to maximize the expected revenue. There exists a budget demand for each temporal slot, which can not be known exactly by the advertiser due to some uncertainties in the search marketing environments. The estimation of the value range of budget demand in a temporal slot seriously affects the advertising performance. In this paper we study the effect of the value range on the revenue and conduct some experiments to validate our model and identified properties with the real-world data collected from practical advertising campaigns. Experimental results show that, under a certain condition, (a) the higher estimation of the upper bound and the lower bound might increase the expected revenue, and (b) the expected revenue is positively proportional to the mean value of the value range and is negatively proportional to the size.
KeywordBudget Distribution Budget Demand Stochastic Strategy Budget Constraints Search Advertisement
Indexed ByEI
Document Type会议论文
Identifierhttp://ir.ia.ac.cn/handle/173211/11574
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
Recommended Citation
GB/T 7714
Qin, Rui,Yang, Yanwu,Zeng, Daniel,et al. Boundary value problems for stochastic budget distribution in search advertisements[C],2013.
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