Dynamic dual adjustment of daily budgets and bids in sponsored search auctions
Dynamic dual adjustment of daily budgets and bids in sponsored search auctions
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赞助搜索拍卖中每日预算和出价的动态双重调整
DOI：
10.1016/j.dss.2013.08.004
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发表时间：
2014
影响因子：
7.5
通讯作者：
Daniel Dajun Zeng
中科院分区：
文献类型：
--
作者：
Jie Zhang;Yanwu Yang;Xin Li;Rui Qin;Daniel Dajun Zeng
作为定向广告的一种形式，赞助搜索拍卖吸引广告商在付费在线列表中竞标有限数量的位置。赞助搜索市场通常随着时间的推移而迅速变化，这就要求广告主根据市场动态及时调整广告策略。在这项研究中，我们认为，投标价格和广告客户（声称）每日预算都应该以细粒度动态变化（例如，一天之内）的有效广告策略。通过这样做，我们可以避免在早期无效点击上浪费资金，并在未来抓住更好的广告机会。在连续强化学习（CRL）框架下，我们将每日预算和投标价格的双重调整问题表示为一个连续状态-离散行动决策过程。我们适合CRL的方法，我们的决策方案，考虑市场动态和赞助搜索拍卖的功能。我们在一个真实世界的数据集上进行实验，该数据集是从一个电子商务广告主在一个主要的中文搜索引擎上进行的活动中收集的，以评估我们的双重调整策略。实验结果表明，我们的策略优于两个国家的最先进的基线策略，并说明调整（声称）每日预算或投标价格的广告效果。
As a form of targeted advertising, sponsored search auctions attract advertisers bidding for a limited number of slots in paid online listings. Sponsored search markets usually change rapidly over time, which requires advertisers to adjust their advertising strategies in a timely manner according to market dynamics. In this research, we argue that both the bid price and the advertiser (claimed) daily budget should be dynamically changed at a fine granularity (e.g., within a day) for an effective advertising strategy. By doing so, we can avoid wasting money on early ineffective clicks and seize better advertising opportunities in the future. We formulate the problem of dual adjusting (claimed) daily budget and bid price as a continuous state — discrete action decision process in the continuous reinforcement learning (CRL) framework. We fit the CRL approach to our decision scenarios by considering market dynamics and features of sponsored search auctions. We conduct experiments on a real-world dataset collected from campaigns conducted by an e-commerce advertiser on a major Chinese search engine to evaluate our dual adjustment strategy. Experimental results show that our strategy outperforms two state-of-the-art baseline strategies and illustrate the effect of adjusting either (claimed) daily budget or bid price in advertising.
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影响因子：
1.1
作者：
B. Dasgupta;S. Muthukrishnan
通讯作者：
B. Dasgupta;S. Muthukrishnan
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影响因子：
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作者：
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影响因子：
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通讯作者：
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影响因子：
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作者：
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通讯作者：
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影响因子：
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作者：
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通讯作者：
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