Related papers: Optimizing Sponsored Search Ranking Strategy by De…
Sponsored search mechanisms have drawn much attention from both academic community and industry in recent years since the seminal papers of [13] and [14]. However, most of the existing literature concentrates on the mechanism design and…
Advertising (ad for short) keyword suggestion is important for sponsored search to improve online advertising and increase search revenue. There are two common challenges in this task. First, the keyword bidding problem: hot ad keywords are…
When online sellers use AI learning algorithms to automatically compete on e-commerce platforms, there is concern that they will learn to coordinate on higher than competitive prices. However, this concern was primarily raised in…
Sponsored search adopts generalized second price (GSP) auction mechanism which works on the concept of pay per click which is most commonly used for the allocation of slots in the searched page. Two main aspects associated with GSP are the…
Bidding strategies that help advertisers determine bidding prices are receiving increasing attention as more and more ad impressions are sold through real-time bidding systems. This paper first describes the problem and challenges of…
Sponsored search in E-commerce platforms such as Amazon, Taobao and Tmall provides sellers an effective way to reach potential buyers with most relevant purpose. In this paper, we study the auction mechanism optimization problem in…
Internet advertisers (buyers) repeatedly procure ad impressions from ad platforms (sellers) with the aim to maximize total conversion (i.e. ad value) while respecting both budget and return-on-investment (ROI) constraints for efficient…
We present an algorithm for constructing an optimal slate of sponsored search advertisements which respects the ordering that is the outcome of a generalized second price auction, but which must also accommodate complicating factors such as…
Which ads should we display in sponsored search in order to maximize our revenue? How should we dynamically rank information sources to maximize the value of the ranking? These applications exhibit strong diminishing returns: Redundancy…
Real-time bidding has emerged as an effective online advertising technique. With real-time bidding, advertisers can position ads per impression, enabling them to optimise ad campaigns by targeting specific audiences in real-time. This paper…
Sponsored search optimizes revenue and relevance, which is estimated by Revenue Per Mille (RPM). Existing sponsored search models are all based on traditional statistical models, which have poor RPM performance when queries follow a…
In sponsored search, retrieving synonymous keywords for exact match type is important for accurately targeted advertising. Data-driven deep learning-based method has been proposed to tackle this problem. An apparent disadvantage of this…
Recommender Systems have been the cornerstone of online retailers. Traditionally they were based on rules, relevance scores, ranking algorithms, and supervised learning algorithms, but now it is feasible to use reinforcement learning…
Traditional approaches to ranking in web search follow the paradigm of rank-by-score: a learned function gives each query-URL combination an absolute score and URLs are ranked according to this score. This paradigm ensures that if the score…
Unexpected advertising items in sponsored search may reduce users' reliance on organic search, resulting in hidden cost for the e-commerce platform. To address this problem and promote sustainable growth, we propose a dynamic reserve price…
Existing neural relevance models do not give enough consideration for query and item context information which diversifies the search results to adapt for personal preference. To bridge this gap, this paper presents a neural learning…
Online advertising platforms use automated auctions to connect advertisers with potential customers, requiring effective bidding strategies to maximize profits. Accurate ad impact estimation requires considering three key factors: delayed…
Search Engine marketing teams in the e-commerce industry manage global search engine traffic to their websites with the aim to optimize long-term profitability by delivering the best possible customer experience on Search Engine Results…
The majority of online display ads are served through real-time bidding (RTB) --- each ad display impression is auctioned off in real-time when it is just being generated from a user visit. To place an ad automatically and optimally, it is…
In sponsored search advertising (SSA), keywords serve as the basic unit of business model, linking three stakeholders: consumers, advertisers and search engines. This paper presents an overarching framework for keyword decisions that…