| Description |
1 online resource |
|
text txt rdacontent |
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computer c rdamedia |
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online resource cr rdacarrier |
| Series |
Intelligent systems series |
|
Intelligent systems series.
|
| Note |
Includes index. |
| Summary |
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. Delivers a systematic overview and technique for understanding budget constraints and ROI optimization in sponsored search auction systems, including algorithms and developer guides for a range of scenarios. Explores effects of constraints on mechanisms, bidding and keyword strategies, and the strategies for budget optimization that developers can employ. An informative reference source for both software and systems developers working in the search auctions, marketing and sales strategy optimization, services development for online marketing and advertisement, e-commerce, social and economic networking. |
| Note |
Online resource; title from PDF title page (ScienceDirect, viewed December 16, 2013). |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Chapter 1. Search engine meets economics -- chapter 2. Budget constraints in sponsored search auctions -- chapter 3. Budget optimization in sponsored search auctions -- chapter 4. A budget optimization framework for search advertisements -- chapter 5. The first step to allocate advertising budget in sponsored search auctions -- chapter 6. Optimal budget allocation across search markets -- chapter 7. Budget allocation in competitive search advertisements, part I : in static environments -- chapter 8. Budget allocation in competitive search advertisements, part II : in dynamic environments -- chapter 9. Stochastic budget strategies at the campaign level : a preliminary investigation -- chapter 10. A stochastic budget distribution model in search advertisements -- chapter 11. A two-stage fuzzy programming approach for budget allocation in sponsored search auctions -- chapter 12. Budget planning for coupled campaigns in sponsored search auctions -- chapter 13. Daily budget adjustment in sponsored search auctions -- chapter 14. Dynamic budget adjustment in sponsored search auctions -- chapter 15. Perspectives : looking into the future of budgeting strategies in sponsored search auctions. |
| Subject |
Software engineering -- Management.
|
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Budget.
|
|
Budgets |
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Budget.
|
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budgets.
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COMPUTERS -- Software Development & Engineering -- Project Management.
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Budget
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Software engineering -- Management
|
| Added Author |
Wang, Fei-Yue, author.
|
| ISBN |
9780124114579 (electronic bk.) |
|
0124114571 (electronic bk.) |
|
9780124115040 (electronic bk.) |
|
0124115047 (electronic bk.) |
| Standard No. |
AU@ 000053308467 |
|
CHNEW 001011646 |
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DEBBG BV042315218 |
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DEBSZ 405352727 |
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NLGGC 372697178 |
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NZ1 15342312 |
|
