Optimal Budget Allocation Across Search Advertising Markets
文献类型：期刊论文
| 作者 | Yang, Yanwu1; Zeng, Daniel2,3 ; Yang, Yinghui4; Zhang, Jie5
|
| 刊名 | INFORMS JOURNAL ON COMPUTING
 |
| 出版日期 | 2015-03-01 |
| 卷号 | 27期号:2页码:285-300 |
| 关键词 | sponsored search budget allocation budget strategy search markets |
| 英文摘要 | One critical operational decision facing online advertisers when they engage in sponsored search advertising is concerned with the allocation of a limited advertising budget. In particular, dealing with multi-keyword search markets over multiple decision periods poses significant decision-making challenges. In this paper, we develop a novel budget allocation optimization model with multiple search advertising markets and a finite time horizon. One key element of our modeling work is developing a customized advertising response function when considering distinctive features of sponsored search, including the quality score and the dynamic advertising effort. We derive a feasible solution to our budget model and study its properties. Computational experiments are conducted on real-world data to evaluate our budget model and perform parameter sensitivity analysis. Experimental results indicate that our budget allocation strategy significantly outperforms several baseline strategies. In addition, the identified properties derived from the solution process illuminate critical managerial insights for advertisers in sponsored search. |
| WOS标题词 | Science & Technology ; Technology |
| 类目[WOS] | Computer Science, Interdisciplinary Applications ; Operations Research & Management Science |
| 研究领域[WOS] | Computer Science ; Operations Research & Management Science |
| 关键词[WOS] | SPONSORED SEARCH ; MODEL ; OPTIMIZATION ; DECISION ; DUOPOLY ; MEDIA |
| 收录类别 | SCI ; SSCI |
| 语种 | 英语 |
| WOS记录号 | WOS:000355224700007 |
| 公开日期 | 2015-09-22 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/7926]  |
| 专题 | 自动化研究所_复杂系统管理与控制国家重点实验室_互联网大数据与安全信息学研究中心 |
| 作者单位 | 1.Huazhong Univ Sci & Technol, Sch Management, Wuhan 430074, Peoples R China 2.Chinese Acad Sci, Inst Automat, Beijing 100190, Peoples R China 3.Univ Arizona, Dept Management Informat Syst, Tucson, AZ 85721 USA 4.Univ Calif Davis, Grad Sch Management, Davis, CA 95616 USA 5.Chinese Acad Sci, Inst Automat, Beijing 100190, Peoples R China |
| 推荐引用方式 GB/T 7714 | Yang, Yanwu,Zeng, Daniel,Yang, Yinghui,et al. Optimal Budget Allocation Across Search Advertising Markets[J]. INFORMS JOURNAL ON COMPUTING,2015,27(2):285-300. |
| APA | Yang, Yanwu,Zeng, Daniel,Yang, Yinghui,&Zhang, Jie.(2015).Optimal Budget Allocation Across Search Advertising Markets.INFORMS JOURNAL ON COMPUTING,27(2),285-300. |
| MLA | Yang, Yanwu,et al."Optimal Budget Allocation Across Search Advertising Markets".INFORMS JOURNAL ON COMPUTING 27.2(2015):285-300. |
入库方式： OAI收割
来源：自动化研究所
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