Dynamic Budget Adjustment in Search Auctions
Zhang, Jie; Yang, Yanwu; Qin, Rui; Zeng, Daniel; Li, Xin
2011-12-03
会议名称The 21th Workshop on Information Technologies and Systems
会议录名称Proceedings of the 21th Workshop on Information Technologies and Systems
会议日期Dec. 3-4, 2011
会议地点Shanghai, China
摘要With 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.
关键词Search Auctions Budget Adjustment Reinforcement Learning Dynamical Adjustment
文献类型会议论文
条目标识符http://ir.ia.ac.cn/handle/173211/19637
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, Chinese Academy of Sciences
推荐引用方式
GB/T 7714
Zhang, Jie,Yang, Yanwu,Qin, Rui,et al. Dynamic Budget Adjustment in Search Auctions[C],2011.
条目包含的文件 下载所有文件
文件名称/大小 文献类型 版本类型 开放类型 使用许可
WITS-2011-Dyna.pdf(772KB)会议论文 开放获取CC BY-NC-SA浏览 下载
个性服务
推荐该条目
保存到收藏夹
查看访问统计
导出为Endnote文件
谷歌学术
谷歌学术中相似的文章
[Zhang, Jie]的文章
[Yang, Yanwu]的文章
[Qin, Rui]的文章
百度学术
百度学术中相似的文章
[Zhang, Jie]的文章
[Yang, Yanwu]的文章
[Qin, Rui]的文章
必应学术
必应学术中相似的文章
[Zhang, Jie]的文章
[Yang, Yanwu]的文章
[Qin, Rui]的文章
相关权益政策
暂无数据
收藏/分享
文件名: WITS-2011-Dyna.pdf
格式: Adobe PDF
所有评论 (0)
暂无评论
 

除非特别说明,本系统中所有内容都受版权保护,并保留所有权利。