UID:
almafu_9960073752202883
Umfang:
1 online resource (xii, 200 pages) :
,
illustrations (some color).
ISBN:
9780124115040
,
0124115047
Serie:
Intelligent systems series Budget constraints and optimization in sponsored search auctions
Inhalt:
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 maxim
Anmerkung:
Description based upon print version of record.
,
Half Title; Editor Page; Title; Copyright; Contents; Preface; 1 Search Engine Meets Economics; 1.1 The Web and Search Engines; 1.1.1 The Web; 1.1.2 Search Engines; 1.2 Internet and Search Economics, Search Engine Marketing; 1.2.1 Internet and Search Economics; 1.2.2 Search Engine Marketing; 1.3 A First Glimpse of Sponsored Search Auctions; 1.4 Understanding the Budget in Sponsored Search Auctions; 1.5 How this Book is Organized; 1.5.1 Part I; 1.5.2 Part II; 1.5.3 Part III; 1.5.4 Part IV; 1.5.5 Part V; 2 Budget Constraints in Sponsored Search Auctions; 2.1 Introduction
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2.2 Budget-Constrained Sponsored Search Auctions2.2.1 Budget-Centered Views; 2.2.2 Budget-Constrained Mechanisms; 2.2.2.1 Budget-Constrained Auction Mechanisms; 2.2.2.2 Budget-Constrained Search Auction Mechanisms; 2.2.3 Budget-Constrained Bidding Strategies; 2.2.3.1 Budget-Constrained Bidding Strategies in Auctions; 2.2.3.2 Budget-Constrained Bidding Strategies in Sponsored Search Auctions; 2.3 Summary; 3 Budget Optimization in Sponsored Search Auctions; 3.1 Introduction; 3.2 Budget Decision Scenarios; 3.3 The Necessity of Budget Optimization
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3.4 A Budget Taxonomy in Sponsored Search Auctions3.5 Discussions; 3.6 Conclusions; 4 A Budget Optimization Framework for Search Advertisements; 4.1 Introduction; 4.2 Challenges; 4.2.1 Problem Statement; 4.2.2 Definition; 4.3 A Budget Optimization Framework; 4.4 Mathematics of the Budget Optimization Framework; 4.4.1 Formulation; 4.4.2 Properties; 4.4.3 The Solution; 4.5 The Framework Instantiation; 4.5.1 Basis; 4.5.2 The Model; 4.6 Experiments and Validation; 4.6.1 Data Description; 4.6.2 Experimental Design; 4.6.3 Experimental Results; 4.7 Discussions; 4.8 Conclusions
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5 The First Step to Allocate Advertising Budget in Sponsored Search Auctions5.1 Introduction; 5.2 Problem Statement; 5.3 Budget Initialization; 5.4 Budget Adjustment; 5.4.1 Parameters Estimation; 5.4.2 Model Formulation and Solution; 5.5 Experimental Validation; 5.5.1 Data Preparation; 5.5.2 Experimental Results; 5.6 Conclusions; 6 Optimal Budget Allocation Across Search Markets; 6.1 Introduction; 6.2 Modeling Elements; 6.2.1 The Advertising Effort; 6.2.2 The Response Function for Search Advertisements; 6.3 Optimal Budget Allocation Across Search Markets; 6.3.1 The Model; 6.3.2 Properties
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6.3.3 The Solution6.4 Experimental Validation; 6.4.1 Data Descriptions; 6.4.2 Experimental Design; 6.4.3 Experimental Results; 6.5 Conclusions; 7 Budget Allocation In Competitive Search Advertisements, Part I: In Static Environments; 7.1 Introduction; 7.2 The Budget Allocation Game; 7.2.1 The Complete-Information Budget Game; 7.2.2 The Incomplete-Information Budget Game; 7.3 An Evaluation Approach; 7.4 Experiments; 7.5 Conclusions; 8 Budget Allocation in Competitive Search Advertisements, Part II: In Dynamic Environments; 8.1 Introduction; 8.2 Problem Statement; 8.3 Budget Competition
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8.3.1 The Response Function
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English
Weitere Ausg.:
ISBN 9780124114579
Weitere Ausg.:
ISBN 0124114571
Sprache:
Englisch
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