Boundary value problems for stochastic budget distribution in search advertisements
文献类型：会议论文
| 作者 | Qin, Rui ; Yang, Yanwu; Zeng, Daniel; Wang, Fei-Yue; Rui Qin
|
| 出版日期 | 2013-07 |
| 会议日期 | July 28-30, 2013 |
| 会议地点 | Dongguan, Guangdong, China |
| 关键词 | Budget Distribution Budget Demand Stochastic Strategy Budget Constraints Search Advertisement |
| 英文摘要 | In sponsored search auctions, advertisers have to distribute the budget to a series of temporal slots in order to maximize the expected revenue. There exists a budget demand for each temporal slot, which can not be known exactly by the advertiser due to some uncertainties in the search marketing environments. The estimation of the value range of budget demand in a temporal slot seriously affects the advertising performance. In this paper we study the effect of the value range on the revenue and conduct some experiments to validate our model and identified properties with the real-world data collected from practical advertising campaigns. Experimental results show that, under a certain condition, (a) the higher estimation of the upper bound and the lower bound might increase the expected revenue, and (b) the expected revenue is positively proportional to the mean value of the value range and is negatively proportional to the size. |
| 会议录 | Proceedings of 2013 IEEE International Conference on Service Operations and Logistics, and Informatic
 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/11574]  |
| 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,Yang, Yanwu,Zeng, Daniel,et al. Boundary value problems for stochastic budget distribution in search advertisements[C]. 见:. Dongguan, Guangdong, China. July 28-30, 2013. |
入库方式： OAI收割
来源：自动化研究所
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