Endüstri Mühendisliği Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1942

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  • Article
    Citation - WoS: 6
    Citation - Scopus: 6
    Optimal Keyword Bidding in Search-Based Advertising With Budget Constraint and Stochastic Ad Position
    (Taylor & Francis, 2019-04-20) Özlük, Özgür; Selçuk, Barış; Küçükaydın, Hande
    This paper analyses the search-based advertising problem from an advertiser’s view point, and proposes optimal bid prices for a set of keywords targeted for the advertising campaign. The advertiser aims to maximise its expected potential revenue given a total budget constraint from a search-based advertising campaign. Optimal bid prices are formulated by considering various characteristics of the keywords such that the expected revenue from a keyword is a function of the ad’s position on the search page, and the ad position is a stochastic function of both the bid price and the competitive landscape for that keyword. We explore this problem analytically and numerically in an effort to generate important managerial insights for campaign setters.
  • Conference Object
    Capacity Allocation and Pricing Policies for Cloud Computing Service Providers
    (Curran Associates Inc., 2018) Ünlüyurt T.; Özgür Özlük; Afghah, R.; Ünlüyurt, T.; Özlük, Ö.
    The cloud computing is regarded as a paradigm shift in today’s IT world. As cloud computing resources behave like perishable products, revenue management techniques can be applied to increase cloud service provider's total revenue. In this paper, we propose various methods for pricing and capacity allocation. We consider three types of instances offered by the service provider; subscription, on-demand and spot instances. We introduce three allocation and pricing policies and propose different models. We simulate these models on a randomly generated dataset and evaluate the models for different capacities. The results we obtain indicate the sensitivity of revenue to varying policies and demonstrate the potential profit increase for cloud service providers. © 2018, Curran Associates Inc. All rights reserved.