Joint optimization of bid and budget Joint optimization of bid and budget Joint optimization of bid and budget Joint optimization of bid and budget allocation in sponsored search allocation in sponsored search allocation in sponsored search allocation in sponsored search Weinan Zhang Ɨ , Ying Zhang ƗƗ , Bin Gao ƗƗƗ , Yong Yu Ɨ , Xiaojie Yuan ƗƗ , Tie-Yan Liu ƗƗƗ Ɨ Shanghai Jiao Tong University, Shanghai, 200240, P. R. China ƗƗ Nankai University, Tianjin, 300071, P. R. China ƗƗƗ Microsoft Research Asia, Beijing, China (KDD 2012) @shima_x
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Joint optimization of bid and budget allocation in sponsored search
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Joint optimization of bid and budget Joint optimization of bid and budget Joint optimization of bid and budget Joint optimization of bid and budget allocation in sponsored searchallocation in sponsored searchallocation in sponsored searchallocation in sponsored search
JOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATION
- Probabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad Ranking -◆ 分布のフィッティング(bid priceとrankingの関係) - ranking position ρφでの勝利金額の間隔の算出に使用する - 正規分布である必要はない
JOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATION
- Probabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad Ranking -◆ 入札金額とranking positionに関する定義
入札額
ranking positionranking positionranking positionranking position
入札金額の確率分布 ρΦ+1+1+1+1で勝つ確率
((((ρΦよりも低いランクだと負ける確率))))
position position position position ρΦに表示される確率(ヒストリカルデータからの経験分布)
入札条件ω, auction , auction , auction , auction θ, position , position , position , position ρΦ で勝利する入札金額
JOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATION
- Probabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad Ranking -◆ 正規分布による入札金額の上下限の設定
winning price
勝利入札金額の下限値
勝利入札金額の上限値
JOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATION
- Probabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad Ranking -◆ position ρΦにおけるwinning priceの再定義
標準正規分布に従う
=
quality score:quality score:quality score:quality score:ユーザが広告に気付いた後にクリックされる確率(query-ad similarity, semantic similaryty, taxonomy,(query-ad similarity, semantic similaryty, taxonomy,(query-ad similarity, semantic similaryty, taxonomy,(query-ad similarity, semantic similaryty, taxonomy, user query time, user query location user query time, user query location user query time, user query location user query time, user query location などから決まる))))
winnig scorewinnig scorewinnig scorewinnig score
JOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATION
- Probabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad RankingProbabilistic Model for Ad Ranking -◆ 入札額の確率分布
入札額の確率は下側確率分布の累積値(ピンク色部分)+上側確率分布の累積値(水色部分)
JOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDJOINT OPTIMIZATION OF BID ANDBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATIONBUDGET ALLOCATION
- Optimization ProblemOptimization ProblemOptimization ProblemOptimization Problem -