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Practical Constrained Optimization of Auction Mechanisms in E-Commerce Sponsored Search Advertising
[article]
2018
arXiv
pre-print
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 sponsored search on Alibaba's mobile E-commerce platform. Besides generating revenue, we are supposed to maintain an efficient marketplace with plenty of quality users, guarantee a reasonable return on investment (ROI) for advertisers, and meanwhile, facilitate a
arXiv:1807.11790v1
fatcat:wrtetik3pjduvmkp74t5ixgsp4