Optimal dynamic multi-keyword bidding policy of an advertiser in search-based advertising
Sponsored search advertisement allows advertisers to target their messages to appropriate customer segments at low costs. While search engines are interested in auction mechanisms that boost their revenues, advertisers seek optimal bidding strategies to increase their net sale revenues for multiple...
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| Published in: | Mathematical methods of operations research (Heidelberg, Germany) Vol. 97; no. 1; pp. 25 - 56 |
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| Main Authors: | , |
| Format: | Journal Article |
| Language: | English |
| Published: |
Berlin/Heidelberg
Springer Berlin Heidelberg
01-02-2023
Springer Nature B.V |
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| Abstract | Sponsored search advertisement allows advertisers to target their messages to appropriate customer segments at low costs. While search engines are interested in auction mechanisms that boost their revenues, advertisers seek optimal bidding strategies to increase their net sale revenues for multiple keywords under strict daily budget constraints in an environment where keyword query arrivals, competitor bid amounts, and user purchases are random. We focus on the advertiser’s question and formulate her optimal intraday dynamic multi-keyword bidding problem as a continuous-time stochastic optimization problem. We solve the problem, characterize an optimal policy, and bring a numerical algorithm for implementation. We also illustrate our optimal bidding policy and its benefits over heuristic solutions on numerical examples. |
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| AbstractList | Sponsored search advertisement allows advertisers to target their messages to appropriate customer segments at low costs. While search engines are interested in auction mechanisms that boost their revenues, advertisers seek optimal bidding strategies to increase their net sale revenues for multiple keywords under strict daily budget constraints in an environment where keyword query arrivals, competitor bid amounts, and user purchases are random. We focus on the advertiser’s question and formulate her optimal intraday dynamic multi-keyword bidding problem as a continuous-time stochastic optimization problem. We solve the problem, characterize an optimal policy, and bring a numerical algorithm for implementation. We also illustrate our optimal bidding policy and its benefits over heuristic solutions on numerical examples. |
| Author | Sezer, Semih O. Dayanik, Savas |
| Author_xml | – sequence: 1 givenname: Savas orcidid: 0000-0002-0810-5507 surname: Dayanik fullname: Dayanik, Savas organization: Industrial Engineering Department, Bilkent University – sequence: 2 givenname: Semih O. orcidid: 0000-0003-4215-7703 surname: Sezer fullname: Sezer, Semih O. email: sezer@sabanciuniv.edu organization: Faculty of Engineering and Natural Sciences, Sabancı University |
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| CitedBy_id | crossref_primary_10_1007_s10479_023_05643_5 crossref_primary_10_1016_j_jretconser_2024_103880 |
| Cites_doi | 10.1287/mnsc.2014.2022 10.1016/j.ejor.2012.10.032 10.1007/s10479-013-1427-z 10.1057/palgrave.rpm.5160110 10.1287/moor.2013.0621 10.1504/IJEB.2008.018068 10.1016/j.orl.2010.09.002 10.1287/mksc.1120.0735 10.1145/3284177 10.1016/j.ijindorg.2018.10.006 10.1145/2071379.2071381 10.1080/1019678042000245119 10.1007/s12351-010-0097-8 10.1287/mnsc.2014.2018 10.1007/s10660-012-9094-8 10.3982/TE2982 10.1080/01605682.2019.1567650 10.1287/opre.2013.1187 10.1007/s10957-011-9886-3 10.1007/s00182-017-0591-9 10.1016/j.geb.2021.02.001 10.1145/2668108 10.1007/978-3-642-15775-2_16 10.1145/1284320.1284321 10.1145/2339530.2339655 10.1145/1250910.1250917 10.1145/1993574.1993586 10.1145/1566374.1566384 10.1145/1250910.1250950 10.1145/1242572.1242644 10.1109/SSCI.2017.8285393 10.1057/9780230294776_12 10.1145/1134707.1134736 10.1145/2764468.2764482 |
| ContentType | Journal Article |
| Copyright | The Author(s), under exclusive licence to Springer-Verlag GmbH Germany, part of Springer Nature 2022. Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law. |
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| Keywords | Sponsored search advertising 93E20 60G55 91B70 Stochastic modeling Dynamic programming Dynamic bidding |
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| SubjectTerms | Advertisers Advertising Algorithms Auctions Bids Budgets Business and Management Calculus of Variations and Optimal Control; Optimization Competition Dynamic programming Mathematics Mathematics and Statistics Numerical analysis Operations research Operations Research/Decision Theory Optimization Original Article Revenue Search engines |
| Title | Optimal dynamic multi-keyword bidding policy of an advertiser in search-based advertising |
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