Budget constraints and optimization in sponsored search auctions, 1st Edition

  • Published By:
  • ISBN-10: 0124115047
  • ISBN-13: 9780124115040
  • DDC: 005.1068
  • Grade Level Range: College Freshman - College Senior
  • 224 Pages | eBook
  • Original Copyright 2013 | Published/Released May 2014
  • This publication's content originally published in print form: 2013

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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.

Table of Contents

Front Cover.
Half Title Page.
Other Frontmatter.
Title Page.
Copyright Page.
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 Campaign Level: 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.