Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective
文献类型：期刊论文
| 作者 | Yuan, Yong1,2 ; Wang, Fei-Yue1,3; Zeng, Daniel1
|
| 刊名 | INFORMATION SCIENCES
 |
| 出版日期 | 2016-11-10 |
| 卷号 | 369页码:674-689 |
| 关键词 | Sponsored search Bid inflation Evolutionary game theory Coevolutionary simulation |
| 英文摘要 | Sponsored search advertising (SSA) markets have witnessed soaring bid prices from advertisers, which have been considered to be a potential challenge to the long-term stability, profitability and effectiveness of the SSA ecosystem. One approach to addressing this challenge is identifying cooperative and stable bidding strategies for competing advertisers with the objective of reaching socially optimal outcomes in repeated SSA auctions. Although useful in analyzing advertiSers' bidding behavior in single auction sessions, static game-theoretic analysis and simulation studies in the extant SSA literature offer only limited insights for characterizing the long-term evolutionary dynamics and stability of advertisers' bidding behavior. In this paper, we address this problem by applying evolutionary game theory and Coevolutionary simulation. Our key finding is that a group of "nice" and retaliatory (NR) strategies can promote stable cooperation among competing advertisers. Advertisers using NR strategies will never deviate from cooperation first (nice) and always punish their rivals' deviations using competitive bids (retaliatory). The NR strategies are shown to be able to encourage advertisers to decrease their bids to obtain revenue that is equal to that awarded under the Vickrey-Clarke-Groves (VCG) auction mechanism and are further shown to alleviate bid inflation effectively at the system level. (C) 2016 Elsevier Inc. All rights reserved. |
| WOS标题词 | Science & Technology ; Technology |
| 类目[WOS] | Computer Science, Information Systems |
| 研究领域[WOS] | Computer Science |
| 关键词[WOS] | CHEAP-TALK ; AUCTIONS ; COMPETITION ; MECHANISM ; KEYWORDS ; DESIGN ; GAMES |
| 收录类别 | SCI ; SSCI |
| 语种 | 英语 |
| WOS记录号 | WOS:000383292500042 |
| 源URL | [http://ir.ia.ac.cn/handle/173211/12637]  |
| 专题 | 自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队 |
| 作者单位 | 1.Chinese Acad Sci, Inst Automat, State Key Lab Management & Control Complex Syst, Beijing, Peoples R China 2.Qingdao Acad Intelligent Ind, Qingdao, Peoples R China 3.Natl Univ Def Technol, Res Ctr Computat Expt & Parallel Syst, Changsha, Hunan, Peoples R China |
| 推荐引用方式 GB/T 7714 | Yuan, Yong,Wang, Fei-Yue,Zeng, Daniel. Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective[J]. INFORMATION SCIENCES,2016,369:674-689. |
| APA | Yuan, Yong,Wang, Fei-Yue,&Zeng, Daniel.(2016).Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective.INFORMATION SCIENCES,369,674-689. |
| MLA | Yuan, Yong,et al."Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective".INFORMATION SCIENCES 369(2016):674-689. |
入库方式： OAI收割
来源：自动化研究所
浏览0
下载0
收藏0
其他版本
除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。