Co-evolution-based mechanism design for sponsored search advertising
Yuan, Yong2,3; Zeng, Daniel1,2
Source PublicationELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
2012-11-01
Volume11Issue:6Pages:537-547
SubtypeArticle
AbstractSponsored 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.
KeywordSponsored Search Advertising Mechanism Design Co-evolutionary Simulation Niche-based Evolution
WOS HeadingsSocial Sciences ; Science & Technology ; Technology
WOS KeywordAUCTION
Indexed BySCI ; SSCi
Language英语
WOS Research AreaBusiness & Economics ; Computer Science
WOS SubjectBusiness ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications
WOS IDWOS:000311497500002
Citation statistics
Cited Times:6[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Identifierhttp://ir.ia.ac.cn/handle/173211/3607
Collection复杂系统管理与控制国家重点实验室_先进控制与自动化
Affiliation1.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
First Author AffilicationInstitute of Automation, Chinese Academy of Sciences
Recommended Citation
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.
Files in This Item: Download All
File Name/Size DocType Version Access License
1-s2.0-S156742231200(1718KB)期刊论文作者接受稿开放获取CC BY-NC-SAView Download
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Yuan, Yong]'s Articles
[Zeng, Daniel]'s Articles
Baidu academic
Similar articles in Baidu academic
[Yuan, Yong]'s Articles
[Zeng, Daniel]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Yuan, Yong]'s Articles
[Zeng, Daniel]'s Articles
Terms of Use
No data!
Social Bookmark/Share
File name: 1-s2.0-S1567422312000282-main.pdf
Format: Adobe PDF
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.