Budget Planning for Coupled Campaigns in Search Auctions

CASIA OpenIR > 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

	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	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
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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