Budget Planning for Coupled Campaigns in Search Auctions
Yang, Yanwu; Qin, Rui; Zhang, Jie; Li, Xin; Zeng, Dajun
2012-10-15
会议名称The 22th Workshop on Information Technologies and Systems
会议录名称Proceedings of the 22th Workshop on Information Technologies and Systems
会议日期Dec. 15-16, 2012
会议地点Orlando, Florida
摘要Budget-related decisions in search auctions are recognized as a structured decision problem, rather than a simple constraint. Budget planning over several coupled campaigns remains a challenging but utterly important task in search advertisements. In this paper, we propose a multi-campaign budget planning approach using optimal control techniques, with consideration of the substitute relationship between advertising campaigns. A measure of coupled relationships between campaigns is presented, e.g., the overlapping degree (O) in terms of campaign contents, promotional periods and target regions. We also discuss some desirable properties of our model and possible solutions. Furthermore, computational experiments are conducted to evaluate our model and identified properties, with real-world data collected from logs and reports of practical campaigns. Experimental results show that, (a) coupled campaigns with higher overlapping degrees can reduce the optimal budget level and the optimal revenue, and also arrive the budgeting cap earlier; (b) The advertising effort could be seriously weakened when ignoring the overlapping degree between campaigns.
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/19634
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
作者单位The State Key Lab of Intelligent Control and Management of Complex Systems, Inst. of Automation, CAS
推荐引用方式
GB/T 7714
Yang, Yanwu,Qin, Rui,Zhang, Jie,et al. Budget Planning for Coupled Campaigns in Search Auctions[C],2012.
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