Bayesian Networks and Decision Graphs
Bayesian Networks and Decision Graphs
A causal mapping approach to constructing Bayesian networks
Decision Support Systems
Use of Markov chains to design an agent bidding strategy for continuous double auctions
Journal of Artificial Intelligence Research
Learning to predict the cost-per-click for your ad words
Proceedings of the 21st ACM international conference on Information and knowledge management
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Online keyword auctions, in which marketers bid for advertising slots along the search engine results, have become a new channel of advertisement. To better manage the advertisement campaign, a key challenge for advertisers is to predict each keyword's bidding price and effectiveness (e.g. click through rate), which are not priorly known to the individual advertiser. This paper identifies those relevant variables affecting auction strategy and models them in causal connections using history data in order to simulate the bidding behavior. We verified the effective necessaries of these predictions using empirical auction data, and our result indicated that the prediction with Bayesian Network produce close-to-reality results.