DocumentCode
2221505
Title
Optimal Pricing Strategy of Keyword Auctions under wGSP
Author
Li, Liangjun ; Wen, HaoYu
Author_Institution
Sch. of Econ. & Manage., Xidian Univ., Xi´´an, China
Volume
2
fYear
2010
fDate
26-28 Nov. 2010
Firstpage
223
Lastpage
226
Abstract
Keyword auctions were widely used by search engines to sell the advertisement on the result pages. To date, the most widely used auction mechanism is wGSP (weighted and generalized second-price). This paper presents an optimal pricing strategy under wGSP for advertiser to bid keywords for their websites. In brief, the issues we addressed here were: (1) what is the wGSP mechanism, how does it work? (2) what is the optimal pricing strategy, how to select the combination of keywords and their placements?
Keywords
advertising; electronic commerce; pricing; search engines; Web sites; auction mechanism; keyword auction; optimal pricing strategy; search engine; wGSP; weighted and generalized second-price; CTR; keyword auction; pricing strategy; wGSP;
fLanguage
English
Publisher
ieee
Conference_Titel
Information Management, Innovation Management and Industrial Engineering (ICIII), 2010 International Conference on
Conference_Location
Kunming
Print_ISBN
978-1-4244-8829-2
Type
conf
DOI
10.1109/ICIII.2010.218
Filename
5694557
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