The impact of ad positioning in search engine advertising: a multifaceted decision problem.
Carsten D. SchultzPublished in: Electron. Commer. Res. (2020)
Keyphrases
- decision problems
- sponsored search
- search engine
- search advertising
- influence diagrams
- pay per click
- online advertising
- decision model
- computational complexity
- optimal policy
- click prediction
- optimal strategy
- sponsored search auctions
- decision processes
- display advertising
- utility function
- information retrieval
- np hard
- advertising campaigns
- targeted advertising
- web search engines
- web search
- contextual advertising
- search behavior
- bayesian decision problems
- keywords
- pspace complete
- sequential decision making
- decision analysis
- partially observable markov decision processes
- web pages
- decision making