Co-evolution-based mechanism design for sponsored search advertising

CASIA OpenIR > 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

	Co-evolution-based mechanism design for sponsored search advertising
	Yuan, Yong2,3 ; Zeng, Daniel1,2
发表期刊	ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
	2012-11-01
卷号	11 期号:6 页码:537-547
文章类型	Article
摘要	Sponsored search advertising (SSA), the primary revenue source of Web search engine companies, has become the dominant form of online advertising. Search engine companies, such as Google and Baidu, are naturally interested in SSA mechanism design with the aim to improve the overall effectiveness and profitability of SSA ecosystems. Due to model intractability, however, traditional game theory and mechanism design frameworks provide only limited help as to the design and evaluation of practical SSA mechanisms. In this paper, we propose a niche-based co-evolutionary simulation approach, aiming at computationally evaluating SSA auction mechanisms based on advertisers' equilibrium bidding behavior generated through co-evolution of their bidding strategies. Using this approach, we evaluate and compare key performance measures of several practical SSA auction mechanisms, including the generalized first and second price auction, the Vickrey-Clarke-Groves mechanism, and a novel hybrid mechanism adopted by sogou.com, a major search engine in China. (C) 2012 Elsevier B.V. All rights reserved.
关键词	Sponsored Search Advertising Mechanism Design Co-evolutionary Simulation Niche-based Evolution
WOS标题词	Social Sciences ; Science & Technology ; Technology
关键词[WOS]	AUCTION
收录类别	SCI ; SSCi
语种	英语
WOS研究方向	Business & Economics ; Computer Science
WOS类目	Business ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications
WOS记录号	WOS:000311497500002
引用统计	被引频次：11[WOS] [WOS记录] [WOS相关记录]
文献类型	期刊论文
条目标识符	http://ir.ia.ac.cn/handle/173211/3607
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
作者单位	1.Univ Arizona, Dept Management Informat Syst, Tucson, AZ 85721 USA 2.Chinese Acad Sci, State Key Lab Management & Control Complex Syst, Inst Automat, Beijing, Peoples R China 3.Beijing Engn Res Ctr Intelligent Syst & Technol, Beijing, Peoples R China
第一作者单位	中国科学院自动化研究所
推荐引用方式 GB/T 7714	Yuan, Yong,Zeng, Daniel. Co-evolution-based mechanism design for sponsored search advertising[J]. ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS,2012,11(6):537-547.
APA	Yuan, Yong,&Zeng, Daniel.(2012).Co-evolution-based mechanism design for sponsored search advertising.ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS,11(6),537-547.
MLA	Yuan, Yong,et al."Co-evolution-based mechanism design for sponsored search advertising".ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS 11.6(2012):537-547.

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