Two Pricing Mechanisms in Sponsored Search Advertising
نویسندگان
چکیده
منابع مشابه
Two Pricing Mechanisms in Sponsored Search Advertising
Sponsored search advertising has grown rapidly since the last decade and is now a significant revenue source for search engines. To ameliorate revenues, search engines often set fixed or variable reserve price to in influence advertisers’ bidding. This paper studies and compares two pricing mechanisms: the generalized second-price auction (GSP) where the winner at the last ad position pays the ...
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As sponsored search becomes increasingly important as an advertising medium for firms, search engines are exploring more advanced bidding and ranking mechanisms to increase their revenue from sponsored search auctions. For instance, Google, Yahoo! and Bing are investigating auction mechanisms in which each advertiser submits two bids: one bid for the standard display format in which multiple ad...
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Web advertising is one of the major sources of income for numerous search engines, news sites and non-commercial publishers. Textual ads, characterized by Sponsored Search (SS) and Content Match (CM), make up a significant portion of Web advertising. In SS, with limited information about ad contents, given a query, the challenge is to place relevant ads alongside organic search results. Organic...
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A mediator is a well-known construct in game theory, and is an entity that plays on behalf of some of the agents who choose to use its services, while the rest of the agents participate in the game directly. We initiate a game theoretic study of sponsored search auctions, such as those used by Google and Yahoo!, involving incentive driven mediators. We refer to such mediators as for-profit medi...
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ژورنال
عنوان ژورنال: Games
سال: 2013
ISSN: 2073-4336
DOI: 10.3390/g4010125