Title :
Analysis of Bid Structures in GSP
Author :
Motoki, Yosuke ; Matsuo, Tokuro
Author_Institution :
Yamagata Univ., Yonezawa, Japan
Abstract :
In recent years, the listing service is widely used in search site such as Yahoo!, Google, and MSN. In the list service, Advertising rate and advertising order are decided by the auction that is called Generalized Second Price Auction (GSP). There are a lot of researches on GSP. However, in those researches, the advertisement is mutually independent. Additionally, the value of advertisement is not considered. In this paper, we take the focus to the value of advertisement and show the result of simulation. In our simulation, we consider relations among advertisements.
Keywords :
advertising data processing; economic indicators; electronic commerce; search engines; GSP; advertisement; bid structures; generalized second price auction; search site; Advertising; Biological system modeling; Computational modeling; Economics; Google; Internet; Search engines; Advertisement Auction; Keyword Auction; Search Engine; Simulation;
Conference_Titel :
Computer and Information Science (ICIS), 2010 IEEE/ACIS 9th International Conference on
Conference_Location :
Yamagata
Print_ISBN :
978-1-4244-8198-9
DOI :
10.1109/ICIS.2010.150
