DocumentCode
2391680
Title
Analysis of Bid Structures in GSP
Author
Motoki, Yosuke ; Matsuo, Tokuro
Author_Institution
Yamagata Univ., Yonezawa, Japan
fYear
2010
fDate
18-20 Aug. 2010
Firstpage
548
Lastpage
549
Abstract
In recent years, the listing service is widely used in search site such as Yahoo!, Google, and MSN. In the list service, Advertising rate and advertising order are decided by the auction that is called Generalized Second Price Auction (GSP). There are a lot of researches on GSP. However, in those researches, the advertisement is mutually independent. Additionally, the value of advertisement is not considered. In this paper, we take the focus to the value of advertisement and show the result of simulation. In our simulation, we consider relations among advertisements.
Keywords
advertising data processing; economic indicators; electronic commerce; search engines; GSP; advertisement; bid structures; generalized second price auction; search site; Advertising; Biological system modeling; Computational modeling; Economics; Google; Internet; Search engines; Advertisement Auction; Keyword Auction; Search Engine; Simulation;
fLanguage
English
Publisher
ieee
Conference_Titel
Computer and Information Science (ICIS), 2010 IEEE/ACIS 9th International Conference on
Conference_Location
Yamagata
Print_ISBN
978-1-4244-8198-9
Type
conf
DOI
10.1109/ICIS.2010.150
Filename
5590394
Link To Document