In sponsored search advertising (SSA), keywords serve as the basic unit of business model,
linking three stakeholders: consumers, advertisers and search engines. This paper presents …

Influence maximization in social networks aims to find a small group of individuals, which
have maximal influence cascades. In this study, an optimization model based on a local …

As a mainstream advertising channel, Search Engine Advertising (SEA) has a huge
business impact and attracts a plethora of attention from both academia and industry. One …

In sponsored search advertising (SSA), advertisers need to select keywords and determine
matching types for selected keywords simultaneously, ie, keyword targeting. An optimal …

Background: It is imperative that commercial websites should rank highly in search engine
result pages because these provide the main entry point to paying customers. There are two …

Sponsored search advertisers face several complex decisions when planning and
implementing a new sponsored search advertising campaign. These decisions include the …

One critical operational decision facing online advertisers when they engage in sponsored
search advertising is concerned with the allocation of a limited advertising budget. In …

Purpose The purpose of this paper is to model group advertising decisions, which are the
collective decisions of every single advertiser within the set of advertisers who are …

Aiming at resolving the influence maximization (IM) problem in social networks, this paper
proposes a three-layer-comprehensive-influence evaluation (TLCIE) model to measure the …

With the advancement of technology, search engines have evolved into significant tools that
not only provide information but also offer marketing opportunities, making them of great …