Title :
A Model for the Dynamics of Bidders in the Simulation of Keyword Auctions
Author :
Naldi, Maurizio ; Pavignani, Antonio ; Grillo, Antonio ; Lentini, Alessandro ; Italiano, Giuseppe F.
Author_Institution :
Dipt. di Inf., Sist. e Produzione, Univ. di Roma Tor Vergata, Rome, Italy
fDate :
March 30 2011-April 1 2011
Abstract :
A dynamic population model is proposed for the study of keyword auctions run on search engines. In this model bidders decide to join or leave the auction, depending on the results of the previous auction round. Through the use of a simulation scenario, we show that the model converges to a steady state quite fast, and that a significant portion of the bidders act just for one or two rounds, while a few bidders submit bids for most of the auction rounds but do not exhibit a concentration power on the advertising space awarded by the search engine.
Keywords :
advertising; search engines; advertising space; bidders dynamics; dynamic population model; keyword auction simulation; search engine; Advertising; Cost accounting; Pricing; Search engines; Shape; Steady-state; Time series analysis; bidding models; keyword auctions; population dynamics;
Conference_Titel :
Computer Modelling and Simulation (UKSim), 2011 UkSim 13th International Conference on
Conference_Location :
Cambridge
Print_ISBN :
978-1-61284-705-4
Electronic_ISBN :
978-0-7695-4376-5
DOI :
10.1109/UKSIM.2011.90
