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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Veröffentlicht in:	Mathematical methods of operations research (Heidelberg, Germany) Germany), 2023-02, Vol.97 (1), p.25-56
Hauptverfasser:	Dayanik, Savas, Sezer, Semih O.
Format:	Artikel
Sprache:	eng
Schlagworte:	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
Online-Zugang:	Volltext
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