TY - GEN
T1 - Effects of value-based mechanism in online advertisement auction
AU - Motoki, Yosuke
AU - Takahashi, Satoshi
AU - Saito, Yoshihito
AU - Matsuo, Tokuro
PY - 2011
Y1 - 2011
N2 - In recent years, the listing service is widely used in search site such as Yahoo!, Google, and MSN. In the service, advertising fee and advertising order are decided by the auction that is called Generalized Second Price Auction (GSP) and the auction is actually employed in a lot of search service sites. There are a lot of researches on GSP in order to analyze and clarify its feature and advantages. However, in those researches, the advertisement is mutually independent. Additionally, the value of advertisement is not considered. In this paper, we propose a new mechanism based on GSP that is used in advertisement auctions. Each advertisement has some value, because users click the advertisement when it may be useful for them. We analyze the auctioneer's profit in comparison between normal GSP, normal VCG (Vickrey-Clarke-Groves Mechanism) and our proposed mechanism. The contribution of our research includes to clarify the features and advantages of advertisement auctions and effects to website owner's profit rate.
AB - In recent years, the listing service is widely used in search site such as Yahoo!, Google, and MSN. In the service, advertising fee and advertising order are decided by the auction that is called Generalized Second Price Auction (GSP) and the auction is actually employed in a lot of search service sites. There are a lot of researches on GSP in order to analyze and clarify its feature and advantages. However, in those researches, the advertisement is mutually independent. Additionally, the value of advertisement is not considered. In this paper, we propose a new mechanism based on GSP that is used in advertisement auctions. Each advertisement has some value, because users click the advertisement when it may be useful for them. We analyze the auctioneer's profit in comparison between normal GSP, normal VCG (Vickrey-Clarke-Groves Mechanism) and our proposed mechanism. The contribution of our research includes to clarify the features and advantages of advertisement auctions and effects to website owner's profit rate.
UR - https://www.scopus.com/pages/publications/79960969874
UR - https://www.scopus.com/pages/publications/79960969874#tab=citedBy
U2 - 10.1007/978-3-642-21378-6_14
DO - 10.1007/978-3-642-21378-6_14
M3 - Conference contribution
AN - SCOPUS:79960969874
SN - 9783642213779
T3 - Studies in Computational Intelligence
SP - 179
EP - 189
BT - Computer and Information Science 2011
A2 - Lee, Roger
A2 - Du, Wencai
A2 - Xu, Simon
ER -