Yanwu Yang

Feiyue Wang

The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science. Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire life cycle of campaigns for researchers and developers working on search systems and ROI maximization. The highly experienced authors compiled their knowledge and experience to provide insight, algorithms and development techniques for successful optimized/constrained systems. The book presents a cutting-edge budget optimization approach that embraces three-level budget decisions in the life cycle of search auctions: allocation across markets at the system level, distribution over temporal slots at the campaign level, and real-time adjustment at the keyword level. Delivers a systematic overview and technique for understanding budget constraints and ROI optimization in sponsored search auction systems, including algorithms and developer guides for a range of scenarios Explores effects of constraints on mechanisms, bidding and keyword strategies, and the strategies for budget optimization that developers can employ An informative reference source for both software and systems developers working in the search auctions, marketing and sales strategy optimization, services development for online marketing and advertisement, e-commerce, social and economic networking

Budget Constraints and Optimization in Sponsored Search Auctions

In the past few years, spatial information and services have proliferated on the Web, due to the fact that most of our daily activities are related to the spatial dimension. The user communities involved in spatial web services are essentially diverse, still in an expansion and transformation with constantly increasing number of user and applications. This opens many research challenges, such as the elicitation of user's interests and preferences and customization of information services on the spatial Web. This PhD research proposes an integrated framework for user modeling and preference elicitation, and personalization services on the spatial Web. The framework identifies personalization services and a semantic user model for spatial web applications. These two components communicate information and knowledge about the user through inter-process communications. The personalization services are based on three mechanisms: the Bi-directional Neural Associative Memory, user-centric spatial proximity and similarity measures, image schemata and affordance concepts. A web-based user interface is integrated with these components, and offers a spectrum of personalized search strategies and a hybrid personalization engine. The user model employs expressive description logics to describe assumptions about the user and to infer implicit user features from user's descriptions as required by an application system. An application scenario in the tourism domain and a Web-based Java prototype provide an experimental validation of the research framework and identified personalization techniques.

Yanwu Yang

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