Internet search companies sell advertisement slots based on users' search queries via an auction. Advertisers have to determine how to place bids on the keywords of their interest in order to maximize their return for a given budget: this is the budget optimization problem. The solution depends on the distribution of future queries. In this paper, we formulate stochastic versions of the budget optimization problem based on natural probabilistic models of distribution over future queries, and address two questions that arise. [Evaluation] Given a solution, can we evaluate the expected value of the objective function? [Optimization] Can we find a solution that maximizes the objective function in expectation? Our main results are approximation and complexity results for these two problems in our three stochastic models. In particular, our algorithmic results show that simple prefix strategies that bid on all cheap keywords up to some level are either optimal or good approximations for many cases; we show other cases to be NP-hard.
Together, our results represent a new theoretical study of stochastic versions of budget optimization problems in search-related advertising. The budget optimization problem was studied recently @cite_4 in the fixed model, when @math 's are known. On one hand, our study is more general, with the emphasis on the uncertainty in modeling @math 's and the stochastic models we have formulated. We do not know of prior work in this area that formulates and uses our stochastic models. On the other hand, our study is less general as it does not consider the interaction between keywords that occurs when a user's search query matches two or more keywords, which is studied in @cite_4 .
@cite_4
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The multi-armed bandit (MAB) problem features the classical tradeoff between exploration and exploitation. The input specifies several stochastic arms which evolve with each pull, and the goal is to maximize the expected reward after a fixed budget of pulls. The celebrated work of , surveyed in [8], presumes a condition on the arms called the martingale assumption. In [9], A. obtained an LP-based 1 48-approximation for the problem with the martingale assumption removed. We improve the algorithm to a 4 27-approximation, with simpler analysis. Our algorithm also generalizes to the case of MAB superprocesses with (stochastic) multi-period actions. This generalization captures the framework introduced by Guha and Munagala in [11], and yields new results for their budgeted learning problems. Also, we obtain a (1 2 -- e)-approximation for the variant of MAB where preemption (playing an arm, switching to another arm, then coming back to the first arm) is not allowed. This contains the stochastic knapsack problem of Dean, Goemans, and Vondrak in [6] with correlated rewards, where we are given a knapsack of fixed size, and a set of jobs each with a joint distribution for its size and reward. The actual size and reward of a job can only be discovered in real-time as it is being scheduled, and the objective is to maximize expected reward before the knapsack size is exhausted. Our (1 2 -- e)-approximation improves the 1 16 and 1 8 approximations in [9] for correlated stochastic knapsack with cancellation and no cancellation, respectively, providing to our knowledge the first tight algorithm for these problems that matches the integrality gap of 2. We sample probabilities from an exponential-sized dynamic programming solution, whose existence is guaranteed by an LP projection argument. We hope this technique can also be applied to other dynamic programming problems which can be projected down onto a small LP. This paper is concerned with the joint allocation of bid price and campaign budget in sponsored search. In this application, an advertiser can create a number of campaigns and set a budget for each of them. In a campaign, he she can further create several ad groups with bid keywords and bid prices. Data analysis shows that many advertisers are dealing with a very large number of campaigns, bid keywords, and bid prices at the same time, which poses a great challenge to the optimality of their campaign management. As a result, the budgets of some campaigns might be too low to achieve the desired performance goals while those of some other campaigns might be wasted; the bid prices for some keywords may be too low to win competitive auctions while those of some other keywords may be unnecessarily high. In this paper, we propose a novel algorithm to automatically address this issue. In particular, we model the problem as a constrained optimization problem, which maximizes the expected advertiser revenue subject to the constraints of the total budget of the advertiser and the ranges of bid price change. By solving this optimization problem, we can obtain an optimal budget allocation plan as well as an optimal bid price setting. Our simulation results based on the sponsored search log of a commercial search engine have shown that by employing the proposed method, we can effectively improve the performances of the advertisers while at the same time we also see an increase in the revenue of the search engine. In addition, the results indicate that this method is robust to the second-order effects caused by the bid fluctuations from other advertisers. The stochastic multi-armed bandit model is a simple abstraction that has proven useful in many different contexts in statistics and machine learning. Whereas the achievable limit in terms of regret minimization is now well known, our aim is to contribute to a better understanding of the performance in terms of identifying the m best arms. We introduce generic notions of complexity for the two dominant frameworks considered in the literature: fixed-budget and fixed-confidence settings. In the fixed-confidence setting, we provide the first known distribution-dependent lower bound on the complexity that involves information-theoretic quantities and holds when m ≥ 1 under general assumptions. In the specific case of two armed-bandits, we derive refined lower bounds in both the fixedcon fidence and fixed-budget settings, along with matching algorithms for Gaussian and Bernoulli bandit models. These results show in particular that the complexity of the fixed-budget setting may be smaller than the complexity of the fixed-confidence setting, contradicting the familiar behavior observed when testing fully specified alternatives. In addition, we also provide improved sequential stopping rules that have guaranteed error probabilities and shorter average running times. The proofs rely on two technical results that are of independent interest: a deviation lemma for self-normalized sums (Lemma 7) and a novel change of measure inequality for bandit models (Lemma 1). We consider the budget optimization problem faced by an advertiser participating in repeated sponsored search auctions, seeking to maximize the number of clicks attained under that budget. We cast the budget optimization problem as a Markov Decision Process (MDP) with censored observations, and propose a learning algorithm based on the wellknown Kaplan-Meier or product-limit estimator. We validate the performance of this algorithm by comparing it to several others on a large set of search auction data from Microsoft adCenter, demonstrating fast convergence to optimal performance.