A stochastic model for budget distribution over time in search advertisements
文献类型：会议论文
| 作者 | Qin, Rui ; Yuan, Yong; Li, Juanjuan; Yang, Yanwu; Rui Qin
|
| 出版日期 | 2014-10 |
| 会议日期 | October 8-10, 2014 |
| 会议地点 | Qingdao, China |
| 关键词 | Search Advertisement Budget Distribution Optimal Budget Stochastic Programming Budget Constraint |
| 英文摘要 | In search advertisements, advertisers have to seek for an effective allocation strategy to distribute the limited budget over a series of sequential temporal slots (e.g., days). However, advertisers usually have no sufficient knowledge to determine the optimal budget for each temporal slot, because there exist much uncertainty in search advertising markets. In this paper, we present a stochastic model for budget distribution over a series of sequential temporal slots under a finite time horizon, assuming that the best budget is a random variable. We study some properties and feasible solutions for our model, taking the best budget being characterized by either normal distribution or uniform distribution, respectively. Furthermore, we also make some experiments to evaluate our model and identify strategies with the real-world data collected from practical advertising campaigns. Experimental results show that a) our strategies outperform the baseline strategy that is commonly used in practice; b) the optimal budget is more likely to be normally distributed than uniformly distributed. |
| 会议录 | Proceedings of 2014 IEEE International Conference on Service Operations and Logistics, and Informatic
 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/11570]  |
| 专题 | 自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队 |
| 通讯作者 | Rui Qin |
| 推荐引用方式 GB/T 7714 | Qin, Rui,Yuan, Yong,Li, Juanjuan,et al. A stochastic model for budget distribution over time in search advertisements[C]. 见:. Qingdao, China. October 8-10, 2014. |
入库方式： OAI收割
来源：自动化研究所
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