141 citations · 288 across the 11 of their papers we have counts for
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cs.AI2022★ 19 cited
Aggregate effects of advertising decisions: a complex systems look at search engine advertising via an experimental study
Yanwu Yang, Xin Li, Bernard J. Jansen +1
Purpose: We model group advertising decisions, which are the collective decisions of every single advertiser within the set of advertisers who are competing in the same auction or…
cs.AI2022★ 29 cited
Optimal Keywords Grouping in Sponsored Search Advertising under Uncertain Environments
Huiran Li, Yanwu Yang
In sponsored search advertising, advertisers need to make a series of keyword decisions. Among them, how to group these keywords to form several adgroups within a campaign is a cha…
cs.AI2022★ 7 cited
Learning Parameters for a Generalized Vidale-Wolfe Response Model with Flexible Ad Elasticity and Word-of-Mouth
Yanwu Yang, Baozhu Feng, Daniel Zeng
In this research, we investigate a generalized form of Vidale-Wolfe (GVW) model. One key element of our modeling work is that the GVW model contains two useful indexes representing…