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Author:   Yanwu Yang (Yanwu Yang is an Associate Professor at the Chinese Academy of Sciences. He is also an INFORMS member, and the Secretary of the ACM Chapter on Social and Economic Computing.) ,  Feiyue Wang (National University of Defense Technology, Changsha, China) ,  Dajun Zeng
Publisher:   Elsevier Science Publishing Co Inc
Imprint:   Academic Press Inc
Dimensions:   Width: 19.10cm , Height: 1.80cm , Length: 23.50cm
Weight:   0.710kg
ISBN:  

9780124114579

ISBN 10:   0124114571
Pages:   224
Publication Date:   08 January 2014
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

1. Search Engine Meets Economics 2. Budget Constraints in Sponsored Search Auctions 3. Budget Optimization in Sponsored Search Auctions 4. A Budget Optimization Framework for Search Advertisements 5. The First Step to Allocate Advertising Budget in Sponsored Search Auctions 6. Optimal Budget Allocation Across Search Markets 7. Budget Allocation in Competitive Search Advertisements, Part I: In Static Environments 8. Budget Allocation in Competitive Search Advertisements, Part II: In Dynamic Environments 9. Stochastic Budget Strategies at the CompaignLevel: A Preliminary Investigation 10. A Stochastic Budget Distribution Model in Search Advertisements 11. A Two-Stage Fuzzy Programming Approach for Budget Allocation in Sponsored Search Auctions 12. Budget Planning for Coupled Campaigns in Sponsored Search Auctions 13. Daily Budget Adjustment in Sponsored Search Auctions 14. Dynamic Budget Adjustment in Sponsored Search Auctions 15. Perspectives: Looking into the Future of Budgeting Strategies in Sponsored Search Auctions

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Author Information

Yanwu Yang is an Associate Professor at the Chinese Academy of Sciences. He is also an INFORMS member, and the Secretary of the ACM Chapter on Social and Economic Computing. Fei-Yue Wang is a State Specially Appointed Expert and Professor at the National University of Defense Technology and the Chinese Academy of Sciences. Currently Prof. Yang is the Editor-in Chief of the IEEE Intelligent Systems and IEEE transactions on Intelligent Transportation Systems. He is a fellow of IEEE, INCOSE, IFAC, ASME and AAAS.

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