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Budget Constraints and Optimization in Sponsored Search Auctions

1st Edition - November 23, 2013

Authors: Yanwu Yang, Feiyue Wang

Language: English
Hardback ISBN:
9 7 8 - 0 - 1 2 - 4 1 1 4 5 7 - 9
eBook ISBN:
9 7 8 - 0 - 1 2 - 4 1 1 5 0 4 - 0

The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intellige… Read more

Budget Constraints and Optimization in Sponsored Search Auctions

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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.