Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets

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	Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets
	Yong Yuan; Fei-Yue Wang; Daniel Zeng
发表期刊	Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets
	2017
卷号	4 期号:3 页码:179-190
摘要	.; Online advertisers bidding in sponsored search auctions through Web search engines are experiencing unprecedentedly fierce competition in recent years, resulting in an obvious upward trend in bids submitted by advertisers. This bid inflation phenomenon poses significant threat to the overall stability and the effectiveness of sponsored search markets. Existing research efforts, however, do not yet provide directly relevant theoretical or managerial insights to help understand this kind of real-world competitive bidding behavior in sponsored search. Our research is targeted at filling in this important research gap. Based on a model of advertisers’ rational competitive preference, we propose a novel equilibrium solution concept called the upper bound Nash equilibrium (UBNE), which can be viewed as the upper bound of the output-truthful subset in the NE continuum of sponsored search auctions. We show that the UBNE can better characterize advertisers’ competitive bidding behavior than other solution concepts, offering a viable theorydriven behavioral explanation for bid inflation.We also show that the UBNE is a stable outcome of competitions among advertisers in repeated game settings and yields the optimal outcome for Web search engines.
关键词	Bid Inflation Competitive Preference Sponsored Search Advertising (Ssa) Upper Bound Nash Equilibrium (Ubne).
文献类型	期刊论文
条目标识符	http://ir.ia.ac.cn/handle/173211/15500
专题	多模态人工智能系统全国重点实验室_平行智能技术与系统团队
推荐引用方式 GB/T 7714	Yong Yuan,Fei-Yue Wang,Daniel Zeng. Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets[J]. Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets,2017,4(3):179-190.
APA	Yong Yuan,Fei-Yue Wang,&Daniel Zeng.(2017).Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets.Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets,4(3),179-190.
MLA	Yong Yuan,et al."Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets".Competitive Analysis of Bidding Behavior on Sponsored Search Advertising Markets 4.3(2017):179-190.

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