TY - GEN
T1 - Analysis of Bid structures in GSP
AU - Motoki, Yosuke
AU - Matsuo, Tokuro
PY - 2010
Y1 - 2010
N2 - 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.
AB - 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.
KW - Advertisement auction
KW - Keyword auction
KW - Search engine
KW - Simulation
UR - https://www.scopus.com/pages/publications/78649299863
UR - https://www.scopus.com/pages/publications/78649299863#tab=citedBy
U2 - 10.1109/ICIS.2010.150
DO - 10.1109/ICIS.2010.150
M3 - Conference contribution
AN - SCOPUS:78649299863
SN - 9780769541471
T3 - Proceedings - 9th IEEE/ACIS International Conference on Computer and Information Science, ICIS 2010
SP - 548
EP - 549
BT - Proceedings - 9th IEEE/ACIS International Conference on Computer and Information Science, ICIS 2010
PB - IEEE Computer Society
T2 - 9th IEEE/ACIS International Conference on Computer and Information Science, ICIS 2010
Y2 - 18 August 2010 through 20 August 2010
ER -