Budget Strategy in Uncertain Environments of Search Auctions: A Preliminary Investigation
文献类型：期刊论文
| 作者 | Yang, Yanwu1; Zhang, Jie1 ; Qin, Rui1; Li, Juanjuan1; Liu, Baiyu2; Liu, Zhong3
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| 刊名 | IEEE TRANSACTIONS ON SERVICES COMPUTING
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| 出版日期 | 2013-04-01 |
| 卷号 | 6期号:2页码:168-176 |
| 关键词 | Budget optimization budget decisions optimal strategy stochastic strategy search auctions |
| 英文摘要 | How to rationally allocate the limited advertising budget is a critical issue in sponsored search auctions. There are plenty of uncertainties in the mapping from the budget into the advertising performance. This paper presented some preliminary efforts to deal with uncertainties in search marketing environments, following principles of a hierarchical budget optimization framework (BOF). We proposed a stochastic, risk-constrained budget strategy, by considering a random factor of clicks per unit cost to capture a kind of uncertainty at the campaign level. Uncertainties of random factors at the campaign level lead to risk at the market/system level. We also proved its theoretical soundness through analyzing some desirable properties. Some computational experiments were made to evaluate our proposed budget strategy with real-word data collected from reports and logs of search advertising campaigns. Experimental results illustrated that our strategy outperforms two baseline strategies. We also noticed that 1) the risk tolerance has great influences on the determination of optimal budget solutions; 2) the higher risk tolerance leads to more expected revenues. |
| WOS标题词 | Science & Technology ; Technology |
| 类目[WOS] | Computer Science, Information Systems ; Computer Science, Software Engineering |
| 研究领域[WOS] | Computer Science |
| 收录类别 | SCI |
| 语种 | 英语 |
| WOS记录号 | WOS:000324253200004 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/3656]  |
| 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, Inst Automat, Beijing 100190, Peoples R China 2.Univ Sci & Technol Beijing, Sch Math & Phys, Beijing 100083, Peoples R China 3.Natl Univ Def Technol, Changsha 410073, Hunan, Peoples R China |
| 推荐引用方式 GB/T 7714 | Yang, Yanwu,Zhang, Jie,Qin, Rui,et al. Budget Strategy in Uncertain Environments of Search Auctions: A Preliminary Investigation[J]. IEEE TRANSACTIONS ON SERVICES COMPUTING,2013,6(2):168-176. |
| APA | Yang, Yanwu,Zhang, Jie,Qin, Rui,Li, Juanjuan,Liu, Baiyu,&Liu, Zhong.(2013).Budget Strategy in Uncertain Environments of Search Auctions: A Preliminary Investigation.IEEE TRANSACTIONS ON SERVICES COMPUTING,6(2),168-176. |
| MLA | Yang, Yanwu,et al."Budget Strategy in Uncertain Environments of Search Auctions: A Preliminary Investigation".IEEE TRANSACTIONS ON SERVICES COMPUTING 6.2(2013):168-176. |
入库方式： OAI收割
来源：自动化研究所
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