Dynamic dual adjustment of daily budgets and bids in sponsored search auctions
文献类型：期刊论文
| 作者 | Zhang, Jie1 ; Yang, Yanwu2; Li, Xin3; Qin, Rui1; Zeng, Daniel1,4
|
| 刊名 | DECISION SUPPORT SYSTEMS
 |
| 出版日期 | 2014 |
| 卷号 | 57页码:105-114 |
| 关键词 | Sponsored search auction Budget adjustment Continuous reinforcement learning Dynamic adjustment |
| 英文摘要 | 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. |
| WOS标题词 | Science & Technology ; Technology |
| 类目[WOS] | Computer Science, Artificial Intelligence ; Computer Science, Information Systems ; Operations Research & Management Science |
| 研究领域[WOS] | Computer Science ; Operations Research & Management Science |
| 关键词[WOS] | OPTIMAL-CONTROL MODELS ; ADVERTISING POLICY ; TIME |
| 收录类别 | SCI ; SSCI |
| 语种 | 英语 |
| WOS记录号 | WOS:000330909700010 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/3605]  |
| 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 |
| 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 |
| 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,2014,57:105-114. |
| 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,57,105-114. |
| MLA | Zhang, Jie,et al."Dynamic dual adjustment of daily budgets and bids in sponsored search auctions".DECISION SUPPORT SYSTEMS 57(2014):105-114. |
入库方式： OAI收割
来源：自动化研究所
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