Dynamic dual adjustment of daily budgets and bids in sponsored search auctions

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	Dynamic dual adjustment of daily budgets and bids in sponsored search auctions
	Zhang, Jie1 ; Yang, Yanwu 2; Li, Xin 3; Qin, Rui1 ; Zeng, Daniel1,4
发表期刊	DECISION SUPPORT SYSTEMS
	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	被引频次：17[WOS] [WOS记录] [WOS相关记录]
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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