Freshly Printed - allow 10 days lead
Couldn't load pickup availability
Budget Constraints and Optimization in Sponsored Search Auctions
Delivers the algorithms and insight engineers and developers need to understand and maximize ROI on search activities
Yanwu Yang (Author), Feiyue Wang (Author)
9780124114579, Elsevier Science
Hardback, published 8 January 2014
224 pages
23.4 x 19 x 2 cm, 0.71 kg
The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science. Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire life cycle of campaigns for researchers and developers working on search systems and ROI maximization. The highly experienced authors compiled their knowledge and experience to provide insight, algorithms and development techniques for successful optimized/constrained systems. The book presents a cutting-edge budget optimization approach that embraces three-level budget decisions in the life cycle of search auctions: allocation across markets at the system level, distribution over temporal slots at the campaign level, and real-time adjustment at the keyword level.
1. Search Engine Meets Economics 2. Budget Constraints in Sponsored Search Auctions 3. Budget Optimization in Sponsored Search Auctions 4. A Budget Optimization Framework for Search Advertisements 5. The First Step to Allocate Advertising Budget in Sponsored Search Auctions 6. Optimal Budget Allocation Across Search Markets 7. Budget Allocation in Competitive Search Advertisements, Part I: In Static Environments 8. Budget Allocation in Competitive Search Advertisements, Part II: In Dynamic Environments 9. Stochastic Budget Strategies at the CompaignLevel: A Preliminary Investigation 10. A Stochastic Budget Distribution Model in Search Advertisements 11. A Two-Stage Fuzzy Programming Approach for Budget Allocation in Sponsored Search Auctions 12. Budget Planning for Coupled Campaigns in Sponsored Search Auctions 13. Daily Budget Adjustment in Sponsored Search Auctions 14. Dynamic Budget Adjustment in Sponsored Search Auctions 15. Perspectives: Looking into the Future of Budgeting Strategies in Sponsored Search Auctions
Subject Areas: Artificial intelligence [UYQ], Algorithms & data structures [UMB]
