https://scholars.lib.ntu.edu.tw/handle/123456789/612306
標題: | Search-Based Advertising Auctions with Choice-Based Budget Constraint | 作者: | TSAN MING CHOI Li X. Ma C. |
關鍵字: | Generalized second-price (GSP) mechanism; online auction; search-based advertising (SA) | 公開日期: | 2015 | 出版社: | Institute of Electrical and Electronics Engineers Inc. | 卷: | 45 | 期: | 8 | 起(迄)頁: | 1178-1186 | 來源出版物: | IEEE Transactions on Systems, Man, and Cybernetics: Systems | 摘要: | In this paper, we model and formulate the search-based advertising auction problem with multiple slots, choice behaviors of advertisers, and the popular generalized second-price mechanism. A Lagrangian-based method is then proposed for tackling this problem. We present an extension to the subgradient algorithm based on Lagrangian relaxation coupled with the column generation method in order to improve the dual multipliers and accelerate its convergence. Simulation results show that the proposed algorithm is efficient and it shows significant improvement compared to the greedy algorithm. ? 2013 IEEE. |
URI: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-84937696887&doi=10.1109%2fTSMC.2015.2394501&partnerID=40&md5=0ab75404d1a114371a08d0df59a59663 https://scholars.lib.ntu.edu.tw/handle/123456789/612306 |
DOI: | 10.1109/TSMC.2015.2394501 | SDG/關鍵字: | Budget control; Lagrange multipliers; Linear programming; Budget constraint; Choice behaviors; Column generation; Greedy algorithms; LaGrangian relaxation; Online auctions; Search-based; Sub-gradient algorithm; Marketing |
顯示於: | 工商管理學系 |
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