Knowledge Commons of Institute of Automation,CAS
Dynamic dual adjustment of daily budgets and bids in sponsored search auctions | |
Zhang, Jie1![]() ![]() ![]() | |
发表期刊 | DECISION SUPPORT SYSTEMS
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2014 | |
卷号 | 57期号:0页码:105-114 |
文章类型 | Article |
摘要 | As a form of targeted advertising, sponsored search auctions attract advertisers bidding for a limited number of slots in paid online listings. Sponsored search markets usually change rapidly overtime, which requires advertisers to adjust their advertising strategies in a timely manner according to market dynamics. In this research, we argue that both the bid price and the advertiser (claimed) daily budget should be dynamically changed at a fine granularity (e.g., within a day) for an effective advertising strategy. By doing so, we can avoid wasting money on early ineffective clicks and seize better advertising opportunities in the future. We formulate the problem of dual adjusting (claimed) daily budget and bid price as a continuous state discrete action decision process in the continuous reinforcement learning (CRL) framework. We fit the CRL approach to our decision scenarios by considering market dynamics and features of sponsored search auctions. We conduct experiments on a real-world dataset collected from campaigns conducted by an e-commerce advertiser on a major Chinese search engine to evaluate our dual adjustment strategy. Experimental results show that our strategy outperforms two state-of-the-art baseline strategies and illustrate the effect of adjusting either (claimed) daily budget or bid price in advertising. (C) 2013 Elsevier B.V. All rights reserved. |
关键词 | Sponsored Search Auction Budget Adjustment Continuous Reinforcement Learning Dynamic Adjustment |
WOS标题词 | Science & Technology ; Technology |
关键词[WOS] | OPTIMAL-CONTROL MODELS ; ADVERTISING POLICY ; TIME |
收录类别 | SCI ; SSCi |
语种 | 英语 |
WOS研究方向 | Computer Science ; Operations Research & Management Science |
WOS类目 | Computer Science, Artificial Intelligence ; Computer Science, Information Systems ; Operations Research & Management Science |
WOS记录号 | WOS:000330909700010 |
引用统计 | |
文献类型 | 期刊论文 |
条目标识符 | http://ir.ia.ac.cn/handle/173211/3605 |
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 | 1.Chinese Acad Sci, State Key Lab Management & Control Complex Syst, Beijing 100190, Peoples R China 2.Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China 3.City Univ Hong Kong, Dept Informat Syst, Kowloon Tong, Hong Kong, Peoples R China 4.Univ Arizona, Dept Management Informat Syst, Tucson, AZ 85721 USA |
第一作者单位 | 中国科学院自动化研究所 |
推荐引用方式 GB/T 7714 | Zhang, Jie,Yang, Yanwu,Li, Xin,et al. Dynamic dual adjustment of daily budgets and bids in sponsored search auctions[J]. DECISION SUPPORT SYSTEMS,2014,57(0):105-114. |
APA | Zhang, Jie,Yang, Yanwu,Li, Xin,Qin, Rui,&Zeng, Daniel.(2014).Dynamic dual adjustment of daily budgets and bids in sponsored search auctions.DECISION SUPPORT SYSTEMS,57(0),105-114. |
MLA | Zhang, Jie,et al."Dynamic dual adjustment of daily budgets and bids in sponsored search auctions".DECISION SUPPORT SYSTEMS 57.0(2014):105-114. |
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