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Author: Yanwu Yang Publisher: Elsevier ISBN: 0124115047 Category : Computers Languages : en Pages : 213
Book Description
The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science. 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
Author: Yanwu Yang Publisher: Elsevier ISBN: 0124115047 Category : Computers Languages : en Pages : 213
Book Description
The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science. 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
Author: David Easley Publisher: Cambridge University Press ISBN: 1139490303 Category : Computers Languages : en Pages : 745
Book Description
Are all film stars linked to Kevin Bacon? Why do the stock markets rise and fall sharply on the strength of a vague rumour? How does gossip spread so quickly? Are we all related through six degrees of separation? There is a growing awareness of the complex networks that pervade modern society. We see them in the rapid growth of the internet, the ease of global communication, the swift spread of news and information, and in the way epidemics and financial crises develop with startling speed and intensity. This introductory book on the new science of networks takes an interdisciplinary approach, using economics, sociology, computing, information science and applied mathematics to address fundamental questions about the links that connect us, and the ways that our decisions can have consequences for others.
Author: Song Yao Publisher: Now Publishers Inc ISBN: 1601982283 Category : Brand loyalty Languages : en Pages : 66
Book Description
Sponsored Search Auctions reviews current academic research on this nascent topic with a focus on future practical and research opportunities
Author: Paul Milgrom Publisher: Cambridge University Press ISBN: 1139449168 Category : Business & Economics Languages : en Pages : 378
Book Description
This book provides a comprehensive introduction to modern auction theory and its important new applications. It is written by a leading economic theorist whose suggestions guided the creation of the new spectrum auction designs. Aimed at graduate students and professionals in economics, the book gives the most up-to-date treatments of both traditional theories of 'optimal auctions' and newer theories of multi-unit auctions and package auctions, and shows by example how these theories are used. The analysis explores the limitations of prominent older designs, such as the Vickrey auction design, and evaluates the practical responses to those limitations. It explores the tension between the traditional theory of auctions with a fixed set of bidders, in which the seller seeks to squeeze as much revenue as possible from the fixed set, and the theory of auctions with endogenous entry, in which bidder profits must be respected to encourage participation.
Author: Jim Jansen Publisher: Cambridge University Press ISBN: 1139503421 Category : Computers Languages : en Pages : 299
Book Description
This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations and with enough detail to lead the interested reader to further inquiry.
Author: Peter C. Cramton Publisher: MIT Press (MA) ISBN: Category : Business & Economics Languages : en Pages : 678
Book Description
A synthesis of theoretical and practical research on combinatorial auctions from the perspectives of economics, operations research, and computer science.
Author: Henner Gimpel Publisher: Springer Science & Business Media ISBN: 3540775544 Category : Computers Languages : en Pages : 242
Book Description
This book contains a selection of papers presented at the International Seminar "Negotiation and Market Engineering", held at Dagstuhl Castle, Germany, in November 2006. The 17 revised full papers presented were carefully selected and reviewed. The papers deal with the complexity of negotiations, auctions, and markets as economic, social, and IT systems. The authors give a broad overview on the major issues to be addressed and the methodologies used to approach them.
Author: Xujin Chen Publisher: Springer Nature ISBN: 3030649466 Category : Computers Languages : en Pages : 476
Book Description
This book constitutes the proceedings of the 16th International Conference on Web and Internet Economics, WINE 2020, held in Beijing, China, in December 2020. The 31 full papers presented together with 11 abstracts were carefully reviewed and selected from 136 submissions. The issues in theoretical computer science, artificial intelligence, operations research are of particular importance in the Web and the Internet that enable the interaction of large and diverse populations. The Conference on Web and Internet Economics (WINE) is an interdisciplinary forum for the exchange of ideas and results on incentives and computation arising from these various fields.
Author: Jun Wang Publisher: ISBN: 9781680833102 Category : Computers Languages : en Pages : 158
Book Description
This monograph offers insightful knowledge of real-world RTB systems, to bridge the gaps between industry and academia, and to provide an overview of the fundamental infrastructure, algorithms, and technical and research challenges of the new frontier of computational advertising.
Author: Sushil Bikhchandani Publisher: Cambridge University Press ISBN: 1107433762 Category : Business & Economics Languages : en Pages : 509
Book Description
There has been explosive progress in the economic theory of uncertainty and information in the past few decades. This subject is now taught not only in departments of economics but also in professional schools and programs oriented toward business, government and administration, and public policy. This book attempts to unify the subject matter in a simple, accessible manner. Part I of the book focuses on the economics of uncertainty; Part II examines the economics of information. This revised and updated second edition places a greater focus on game theory. New topics include posted-price markets, mechanism design, common-value auctions, and the one-shot deviation principle for repeated games.
Author: Yanwu Yang
Author: Yanwu Yang
Author: David Easley
Author: Song Yao
Author: Paul Milgrom
Author: Jim Jansen
Author: Peter C. Cramton
Author: Henner Gimpel
Author: Xujin Chen
Author: Jun Wang
Author: Sushil Bikhchandani