Dynamic bidding strategies in search-based advertising

DOI10.1007/S10479-013-1427-ZMaRDI QIDQ2449347zbMATH OpenOpenAlexFDO

Authors Savas Dayanik, M. Parlar

Publication date 8 May 2014

Published in Annals of Operations Research (Search for Journal in Brave)

Full work available at URL http://hdl.handle.net/11693/26724

zbMATH Keywords

dynamic biddingdynamic programmingoptimal controlsearched-based advertising

Mathematics Subject Classification ID

Stochastic programming (90C15) Dynamic programming (90C39) Applications of mathematical programming (90C90)

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Cites work

• Optimal budget allocation over time for keyword ads in web portals

Cited in

(20)

• Sponsored search advertising and dynamic pricing for perishable products under inventory-linked customer willingness to pay
• Optimal budget allocation over time for keyword ads in web portals
• Optimal keyword bidding in search-based advertising with target exposure levels
• Heuristic Bayesian targeting of banner advertising
• Optimal keyword bids in search-based advertising with stochastic advertisement positions
• Optimal dynamic multi-keyword bidding policy of an advertiser in search-based advertising
• Location-based sponsored search advertising
• Cyclical bid adjustments in search-engine advertising
• Control problems in online advertising and benefits of randomized bidding strategies
• Estimating advertisers' values for paid search clickthroughs
• Optimal bidding in multi-item multislot sponsored search auctions
• Adwords Auctions with Decreasing Valuation Bids
• Optimizing performance-based internet advertisement campaigns
• Compound Poisson disorder problem with uniformly distributed disorder time
• Search strategy: hedging your bet
• Optimal advertising expenditure
• Keyword-level Bayesian online bid optimization for sponsored search advertising
• Revenue maximization for multiple advertisements placement on a web banner using a pixel-price model
• Autobidding with constraints
• Direct marketing of an event under hazards of customer saturation and forgetting

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