NDLI: A two-stage fuzzy budget allocation model in search auctions

Content Provider	IEEE Xplore Digital Library
Author	Rui Qin Yong Yuan Juanjuan Li
Copyright Year	2014
Description	Author affiliation: State Key Lab. of Manage. & Control for Complex Syst., Inst. of Autom., Beijing, China (Rui Qin; Yong Yuan; Juanjuan Li)
Abstract	Budget optimization is an important issue faced by advertisers in search auctions, and has significant impact on the design of various advertising strategies. Given a limited budget on a search market during a certain period, an advertiser has to distribute her budget to a series of sequential temporal slots (i.e., days, weeks, or months), during which advertisers must avoid the budget being used up quickly, so as to keep the budget for potential clicks with better performance in the future. Considering the optimal budgets over these temporal slots as fuzzy variables, we establish a two-stage fuzzy budget allocation model, and use particle swarm optimization (PSO) algorithm to solve it in case when these optimal budgets are characterized by discrete fuzzy variables. We also conduct experiments to validate our model and algorithm. The experimental results show that our model can outperform other five budget allocation strategies in terms of reducing the revenue loss of the advertiser.
Starting Page	144
Ending Page	148
File Size	559849
Page Count	5
File Format	PDF
ISBN	9781479960583
DOI	10.1109/SOLI.2014.6960709
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2014-10-08
Publisher Place	China
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	budget optimization sponsored search auctions two-stage fuzzy programming budget allocation Artificial intelligence PSO
Content Type	Text
Resource Type	Article

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