Stochastic models for budget optimization in search-based advertising

Shanmugavelayutham Muthukrishnan, Martin Pál, Zoya Svitkina

    Research output: Contribution to journalArticle

    Abstract

    Internet search companies sell advertisement slots based on users' search queries via an auction. Advertisers have to determine how to place bids on the keywords of their interest in order to maximize their return for a given budget: this is the budget optimization problem. The solution depends on the distribution of future queries. In this paper, we formulate stochastic versions of the budget optimization problem based on natural probabilistic models of distribution over future queries, and address two questions that arise. Evaluation Given a solution, can we evaluate the expected value of the objective function? Optimization Can we find a solution that maximizes the objective function in expectation? Our main results are approximation and complexity results for these two problems in our three stochastic models. In particular, our algorithmic results show that simple prefix strategies that bid on all cheap keywords up to some level are either optimal or good approximations for many cases; we show other cases to be NP-hard.

    Original languageEnglish (US)
    Pages (from-to)1022-1044
    Number of pages23
    JournalAlgorithmica (New York)
    Volume58
    Issue number4
    DOIs
    StatePublished - Dec 1 2010

    Fingerprint

    Stochastic models
    Stochastic Model
    Marketing
    Query
    Optimization
    Objective function
    Maximise
    Optimization Problem
    Prefix
    Auctions
    Approximation
    Expected Value
    Probabilistic Model
    NP-complete problem
    Internet
    Evaluate
    Evaluation
    Advertising
    Industry

    Keywords

    • Advertising auctions
    • Approximation algorithms
    • Stochastic optimization

    ASJC Scopus subject areas

    • Computer Science(all)
    • Computer Science Applications
    • Applied Mathematics

    Cite this

    Stochastic models for budget optimization in search-based advertising. / Muthukrishnan, Shanmugavelayutham; Pál, Martin; Svitkina, Zoya.

    In: Algorithmica (New York), Vol. 58, No. 4, 01.12.2010, p. 1022-1044.

    Research output: Contribution to journalArticle

    Muthukrishnan, Shanmugavelayutham ; Pál, Martin ; Svitkina, Zoya. / Stochastic models for budget optimization in search-based advertising. In: Algorithmica (New York). 2010 ; Vol. 58, No. 4. pp. 1022-1044.
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