GSP-ExR: GSP protocol with an exclusive right for keyword auctions

Yuko Sakurai, Atsushi Iwasaki, Yasumasa Saito, Makoto Yokoo

研究成果: 書籍/レポート タイプへの寄稿会議への寄与

抄録

We propose a keyword auction protocol called the Generalized Second Price with an Exclusive Right (GSP-ExR). In existing keyword auctions, the number of displayed advertisements is determined in advance. Thus, we consider adjusting the number of advertisements dynamically based on bids. In the GSP-ExR, the number of slots can be either 1 or K. When K slots are displayed, the protocol is identical to the GSP. If the value per click of the highest ranked bidder is large enough, then this bidder can exclusively display her advertisement by paying a premium. Thus, this pricing scheme is relatively simple and seller revenue is at least as good as the GSP. Also, in the GSP-ExR, the highest ranked bidder has no incentive to change the number of slots by over/under-bidding as long as she retains the top position.

本文言語英語
ホスト出版物のタイトルProceeding of the 17th International Conference on World Wide Web 2008, WWW'08
ページ1089-1090
ページ数2
DOI
出版ステータス出版済み - 12月 15 2008
イベント17th International Conference on World Wide Web 2008, WWW'08 - Beijing, 中国
継続期間: 4月 21 20084月 25 2008

出版物シリーズ

名前Proceeding of the 17th International Conference on World Wide Web 2008, WWW'08

その他

その他17th International Conference on World Wide Web 2008, WWW'08
国/地域中国
CityBeijing
Period4/21/084/25/08

!!!All Science Journal Classification (ASJC) codes

  • コンピュータ ネットワークおよび通信

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