DocumentCode
2163354
Title
GSP based Internet ads auction
Author
Zhenguo, Ding ; Weijie, Yang ; Chen, Wang ; Shaobing, Huang
Author_Institution
School of Network and Continuing Education, Xidian University, Xi´´an, China
fYear
2010
fDate
4-6 Dec. 2010
Firstpage
5882
Lastpage
5885
Abstract
Internet, which is developing so rapidly as an advertising media, is becoming an irreplaceable marketing channel. In recent years, search engine giant Google uses a new mechanism of advertising auction based on Generalized Second Price (GSP) is a global research hot spot. How to extend this mechanism to more websites where there is sales auction is becoming a hot question in this industry. Based on this purpose, this paper presents a model of GSP based Internet advertising auction and discusses the advertiser revenue and the conditions of Nash equilibrium under it. According to the Nash equilibrium conditions, the numeric area of seller revenue is caculated.
Keywords
Advertising; Biological system modeling; Continuing education; Educational institutions; Industries; Internet; Nash equilibrium; GSP auction; Internet Ad Auction; position auction;
fLanguage
English
Publisher
ieee
Conference_Titel
Information Science and Engineering (ICISE), 2010 2nd International Conference on
Conference_Location
Hangzhou, China
Print_ISBN
978-1-4244-7616-9
Type
conf
DOI
10.1109/ICISE.2010.5691840
Filename
5691840
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