A stochastic model of temporal slot budget for sequential distribution in search advertisements
Qin, Rui; Yang, Yanwu; Rui QIn
2011-11
会议名称The Third Chinese Conference on Social Computing
会议录名称Proceedings of the Third Chinese Conference on Social Computing
会议日期Nov. 5-6, 2011
会议地点Hunan, China
摘要
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.
关键词Budget Distribution Optimal Budget Stochastic Strategy Budget Constraints Search Advertisement
收录类别其他
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/11580
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,Rui QIn. A stochastic model of temporal slot budget for sequential distribution in search advertisements[C],2011.
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