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Co-evolution-based mechanism design for sponsored search advertising

文献类型：期刊论文

作者Yuan, Yong2,3; Zeng, Daniel1,2
刊名ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS
出版日期2012-11-01
卷号11期号:6页码:537-547
关键词Sponsored search advertising Mechanism design Co-evolutionary simulation Niche-based evolution
英文摘要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.
WOS标题词Social Sciences ; Science & Technology ; Technology
类目[WOS]Business ; Computer Science, Information Systems ; Computer Science, Interdisciplinary Applications
研究领域[WOS]Business & Economics ; Computer Science
关键词[WOS]AUCTION
收录类别SCI ; SSCI
语种英语
WOS记录号WOS:000311497500002
源URL[http://ir.ia.ac.cn/handle/173211/3607]  
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.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
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.

入库方式： OAI收割

来源：自动化研究所

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