Budget constraints and optimization in sponsored search auctions

Budget constraints and optimization in sponsored search auctions

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Description

The Series in Intelligent Systems publishes titles that cover state of the art knowledge and the latest advances in research and development in intelligent systems. Its scope includes theoretical studies, design methods, and real-world implementations and applications. The Series publishes titles in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. Titles focus on professional and academic reference works and handbooks. The readership for the series is broad, reflecting the wide range of intelligent systems interest and application, but focuses on engineering (in particular automation, control, mechatronics, robotics, transportation, automotive, aerospace), electronics and electronic design, and computer science.

Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire lifecycle of campaigns in sponsored search auctions 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 lifecycle 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.

Contents include: understanding budget constraints, allocation and distribution; stochastic instantiation of the extended budget optimization framework.
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Product details

  • Hardback | 320 pages
  • Academic Press Inc
  • San Diego, United States
  • English
  • 0123970393
  • 9780123970398

Table of contents

1. The Web, spatial Web, and mobile Web

2. Introduction to mobile search intelligence

3. Getting started with mobile information retrieval

4. An application specific knowledge engine for mobile search

5. Social search in mobile environment

6. Mobile user modeling

7. Contextual mining and recommendation in mobile environment

8. A hybrid approach for predictive prefetching to improve mobile latency

9. Mobile-aware interface and browser

10. Characterization of mobile search engine marketing

11. Mechanism design and equilibrium analysis in mobile search auctions

12. Optimized delivery of mobile advertisement

13. Evaluation of mobile search
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