Boundary value problems for stochastic budget distribution in search advertisements

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	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	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,Yang, Yanwu,Zeng, Daniel,et al. Boundary value problems for stochastic budget distribution in search advertisements[C],2013.

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