A stochastic model of temporal slot budget for sequential distribution in search advertisements
Qin, Rui; Yang, Yanwu; Rui QIn
2011-11
Conference NameThe Third Chinese Conference on Social Computing
Source PublicationProceedings of the Third Chinese Conference on Social Computing
Conference DateNov. 5-6, 2011
Conference PlaceHunan, China
Abstract
In search advertisements, advertisers have to distribute the budget for an advertising campaign to a series of sequential temporal slots (e.g., daily budgets) during a certain promotion period. However, advertisers can not know exactly the optimal budget for each temporal slot because there exist many kinds of uncertainties in search advertising markets. In this paper we presented a stochastic model for budget distribution over a series of sequential temporal slots during a promotion period, for a given campaign, considering the optimal budget for temporal slots as a random variable. We studied some properties of our budget decision model. We also made some experiments to evaluate our model, and experimental results showed that our model could outperform a baseline strategy commonly used in practical search advertising campaigns.
KeywordBudget Distribution Optimal Budget Stochastic Strategy Budget Constraints Search Advertisement
Indexed By其他
Document Type会议论文
Identifierhttp://ir.ia.ac.cn/handle/173211/11580
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,Rui QIn. A stochastic model of temporal slot budget for sequential distribution in search advertisements[C],2011.
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