Co-evolution-based mechanism design for sponsored search advertising
Yuan, Yong2,3; Zeng, Daniel1,2
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, 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
Indexed BySCI ; SSCi
WOS Research AreaBusiness & Economics ; Computer Science
WOS SubjectBusiness ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications
WOS IDWOS:000311497500002
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Cited Times:6[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
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.
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