Title :
GSP based Internet ads auction
Author :
Zhenguo, Ding ; Weijie, Yang ; Chen, Wang ; Shaobing, Huang
Author_Institution :
School of Network and Continuing Education, Xidian University, Xi´´an, China
Abstract :
Internet, which is developing so rapidly as an advertising media, is becoming an irreplaceable marketing channel. In recent years, search engine giant Google uses a new mechanism of advertising auction based on Generalized Second Price (GSP) is a global research hot spot. How to extend this mechanism to more websites where there is sales auction is becoming a hot question in this industry. Based on this purpose, this paper presents a model of GSP based Internet advertising auction and discusses the advertiser revenue and the conditions of Nash equilibrium under it. According to the Nash equilibrium conditions, the numeric area of seller revenue is caculated.
Keywords :
Advertising; Biological system modeling; Continuing education; Educational institutions; Industries; Internet; Nash equilibrium; GSP auction; Internet Ad Auction; position auction;
Conference_Titel :
Information Science and Engineering (ICISE), 2010 2nd International Conference on
Conference_Location :
Hangzhou, China
Print_ISBN :
978-1-4244-7616-9
DOI :
10.1109/ICISE.2010.5691840
