Keyword auction protocol for dynamically adjusting the number of advertisements

Yuko Sakurai, Atsushi Iwasaki, 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

1 被引用数 (Scopus)

抄録

Search engines including Yahoo! and Google utilize a keyword auction for ranking the advertisements displayed around the search results. In existing keyword auctions called the GSP, the number of displayed advertisements (slots) is determined in advance. Therefore, we consider adjusting the number of advertisements dynamically based on bids in order to improve both social surplus and seller's revenue. For example, we allow a bidder to display her advertisement exclusively when she is willing to pay a premium. We propose a new keyword auction protocol called the GSP-ExR in which the number of slots can be either 1 or K. The GSP-ExR pricing scheme is relatively simple and the seller's revenue is at least as good as with the GSP. If the highest ranked bidder's bid is large enough, she can exclusively display her advertisement by paying a premium. Otherwise, the GSP-ExR is identical to the GSP.

本文言語英語
ホスト出版物のタイトルProceedings - 2008 IEEE/WIC/ACM International Conference on Intelligent Agent Technology, IAT 2008
ページ410-416
ページ数7
DOI
出版ステータス出版済み - 2008
イベント2008 IEEE/WIC/ACM International Conference on Intelligent Agent Technology, IAT 2008 - Sydney, NSW, オーストラリア
継続期間: 12月 9 200812月 12 2008

その他

その他2008 IEEE/WIC/ACM International Conference on Intelligent Agent Technology, IAT 2008
国/地域オーストラリア
CitySydney, NSW
Period12/9/0812/12/08

!!!All Science Journal Classification (ASJC) codes

  • 人工知能
  • ソフトウェア

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