Endüstri Mühendisliği Bölümü Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1942
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Article Citation - WoS: 6Citation - Scopus: 6Optimal Keyword Bidding in Search-Based Advertising With Budget Constraint and Stochastic Ad Position(Taylor & Francis, 2019-04-20) Özlük, Özgür; Selçuk, Barış; Küçükaydın, HandeThis 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.Article Citation - WoS: 9Citation - Scopus: 10Sequential Testing in Batches(Springer, 2016-10-04) Ünlüyurt, Tonguc; Shahmoradi, Zahed; Özluk, Özgur; Selcuk, Barış; Daldal, RebiWe study a new extension of the Sequential Testing problem with a modified cost structure that allows performing of some tests in batches. As in the Sequential Testing problem, we assume a certain dependence between the test results and the conclusion. Namely, we stop testing once a positive result is obtained or all tests are negative. Our extension, motivated by health care applications, considers a fixed cost associated with executing a batch of tests, with the general notion that the more tests are performed in batches, the smaller the total contribution of fixed costs to the sequential testing process. The goal is to minimize the expected cost of testing by finding the optimal choice and sequence of the batches available. The resulting NP-hard model is a variation of the set partitioning problem. We propose various heuristic algorithms for the effective solution of the problem and then demonstrate the performances of the algorithms through extensive numerical experiments.