Research on optimal policy of budget allocation cross GSP search engines

B. Zhou, Wei Qi, Siyu Zhang, XiuJie Diao
{"title":"Research on optimal policy of budget allocation cross GSP search engines","authors":"B. Zhou, Wei Qi, Siyu Zhang, XiuJie Diao","doi":"10.1109/ITAIC.2014.7065022","DOIUrl":null,"url":null,"abstract":"Recently, sponsored search has been rapidly growing which increase tremendous interests in improving performance in search engine marketplace. The complexity of market dynamics makes it difficult for advertisers to maximizing the effect of advertising. Simulation analysis is a more viable option than real world testing especially in fast accomplishing different experiments and effectively prompting decision making supports. In this paper, the sponsored search budget allocation problem model integrated with quality score for single search engine has been exploered and then extended to multiple quality-based search engines. Also, several advertising policies have been proposed and verified under the general simulation framework in both single and multiple search engine scenarios.","PeriodicalId":111584,"journal":{"name":"2014 IEEE 7th Joint International Information Technology and Artificial Intelligence Conference","volume":"23 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2014-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"2014 IEEE 7th Joint International Information Technology and Artificial Intelligence Conference","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/ITAIC.2014.7065022","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0

Abstract

Recently, sponsored search has been rapidly growing which increase tremendous interests in improving performance in search engine marketplace. The complexity of market dynamics makes it difficult for advertisers to maximizing the effect of advertising. Simulation analysis is a more viable option than real world testing especially in fast accomplishing different experiments and effectively prompting decision making supports. In this paper, the sponsored search budget allocation problem model integrated with quality score for single search engine has been exploered and then extended to multiple quality-based search engines. Also, several advertising policies have been proposed and verified under the general simulation framework in both single and multiple search engine scenarios.
跨GSP搜索引擎预算分配的最优策略研究
近年来,赞助搜索在搜索引擎市场迅速发展,提高了搜索引擎的性能。市场动态的复杂性使得广告商很难最大化广告的效果。仿真分析是一种比真实世界测试更可行的选择,特别是在快速完成不同实验和有效地提供决策支持方面。本文研究了单个搜索引擎中集成质量分数的赞助搜索预算分配问题模型,并将其推广到多个基于质量的搜索引擎中。在通用仿真框架下,针对单搜索引擎和多搜索引擎场景,提出了几种广告策略并进行了验证。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
自引率
0.00%
发文量
0
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:604180095
Book学术官方微信