Boundary value problems for stochastic budget distribution in search advertisements
Qin, Rui; Yang, Yanwu; Zeng, Daniel; Wang, Fei-Yue; Rui Qin
2013-07
会议名称2013 IEEE International Conference on Service Operations and Logistics, and Informatic
会议录名称Proceedings of 2013 IEEE International Conference on Service Operations and Logistics, and Informatic
会议日期July 28-30, 2013
会议地点Dongguan, Guangdong, China
摘要In 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.
关键词Budget Distribution Budget Demand Stochastic Strategy Budget Constraints Search Advertisement
收录类别EI
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/11574
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,Yang, Yanwu,Zeng, Daniel,et al. Boundary value problems for stochastic budget distribution in search advertisements[C],2013.
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