Dynamic Budget Adjustment in Search Auctions
Zhang, Jie; Yang, Yanwu; Qin, Rui; Zeng, Daniel; Li, Xin
Conference NameThe 21th Workshop on Information Technologies and Systems
Source PublicationProceedings of the 21th Workshop on Information Technologies and Systems
Conference DateDec. 3-4, 2011
Conference PlaceShanghai, China
AbstractWith serious advertising budget constraints, advertisers have to adjust their daily budget according to the performance of advertisements in real time. Thus we can leave precious budgets to better opportunities in the future, and avoid the surge of ineffective clicks for unnecessary costs. However, advertisers usually have no sufficient knowledge and time for real-time advertising operations in search auctions. We formulate the budget adjustment problem as a state-action decision process in the reinforcement learning (RL) framework. Considering dynamics of marketing environments and some distinctive features of search auctions, we extend continuous reinforcement learning to fit the budget decision scenarios. The market utility is defined as discounted total clicks to get during the remaining period of an advertising schedule. We conduct experiments to validate and evaluate our strategy of budget adjustment with real world data from search advertising campaigns. Experimental results showed that our strategy outperforms the two other baseline strategies.
KeywordSearch Auctions Budget Adjustment Reinforcement Learning Dynamical Adjustment
Document Type会议论文
AffiliationThe State Key Lab of Intelligent Control and Management of Complex Systems, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
Zhang, Jie,Yang, Yanwu,Qin, Rui,et al. Dynamic Budget Adjustment in Search Auctions[C],2011.
Files in This Item: Download All
File Name/Size DocType Version Access License
WITS-2011-Dyna.pdf(772KB)会议论文 开放获取CC BY-NC-SAView Download
Related Services
Recommend this item
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Zhang, Jie]'s Articles
[Yang, Yanwu]'s Articles
[Qin, Rui]'s Articles
Baidu academic
Similar articles in Baidu academic
[Zhang, Jie]'s Articles
[Yang, Yanwu]'s Articles
[Qin, Rui]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Zhang, Jie]'s Articles
[Yang, Yanwu]'s Articles
[Qin, Rui]'s Articles
Terms of Use
No data!
Social Bookmark/Share
File name: WITS-2011-Dyna.pdf
Format: Adobe PDF
All comments (0)
No comment.

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.