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Optimal Delivery of Sponsored Search Advertisements Subject to Budget Constraints

被引：0
|
作者：
Abrams, Zoe [1 ]
Mendelevitch, Ofer [1 ]
Tomlin, John A.
机构：
[1] Yahoo Inc, Sunnyvale, CA USA
来源：
EC'07: PROCEEDINGS OF THE EIGHTH ANNUAL CONFERENCE ON ELECTRONIC COMMERCE | 2007年
关键词：
column generation; sponsored search; budgets; advertising;
D O I：
暂无
中图分类号：
TP39 [计算机的应用];
学科分类号：
081203 ; 0835 ;
摘要：
We discuss an auction framework in which sponsored search advertisements are delivered in response to queries. In practice, the presence of bidder budgets can have a significant impact on the ad delivery process. We propose an approach based on linear programming which takes bidder budgets into account, and uses them in conjunction with forecasting of query frequencies, and pricing and ranking schemes, to optimize ad delivery. Simulations show significant improvements in revenue and efficiency.
引用
收藏
页码：272 / 278
页数：7
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