Title :
The Influence of Vindictive Bidders in Non-decreasing Sponsored Search Auction
Author :
Tsung, ChenKun ; Ho, HannJang ; Lee, SingLing ; Chen, WeiLun
Author_Institution :
Dept. of Comput. Sci. & Inf. Eng., Nat. Chung Cheng Univ., Chiayi, Taiwan
Abstract :
We analyze the impacts of vindictive bidding behaviors in the non-decreasing sponsored search auction. The bidding behaviors are classified into malicious, selective, conservative, and rational actions based on the vindictiveness degree. Given different vindictive bidding behaviors, we evaluate variance of the revenue of the search engine provider (SEP) and advertiser´s profit. According to the experiment, SEP is benefited by vindictively bidding, and the improved amount of SEP´s revenue is proportional to the vindictive degree. Moreover, the advertiser has the opportunity to increase his/her profit by slightly vindictively bidding.
Keywords :
advertising data processing; consumer behaviour; profitability; search engines; SEP; advertiser; conservative behavior; malicious behavior; nondecreasing sponsored search auction; profit; rational actions; revenue variance evaluation; search engine provider; selective behavior; vindictive bidders; vindictive bidding behavior classification; Advertising; Conferences; Cost accounting; Economics; Erbium; Internet; Search engines; Generalized Second Price Auction; Sponsored Search Auction; Vindictive Bidding;
Conference_Titel :
Computer, Consumer and Control (IS3C), 2012 International Symposium on
Conference_Location :
Taichung
Print_ISBN :
978-1-4673-0767-3
DOI :
10.1109/IS3C.2012.18
