TY - GEN
T1 - Effective electronic advertisement auction system
AU - Matsuo, Tokuro
AU - Takahashi, Satoshi
PY - 2011
Y1 - 2011
N2 - A structure of the Internet advertisement is that the service providers decide order of placement of many advertisements and advertising fees by auctions when advertisers offer their promotions. It is known that Generalized Second Price Auction (GSP) mechanism is most efficient auction mechanism of the advertisement auction. Some searching sites employ GSP mechanism basically. There are a lot of researches on GSP in order to analyze and clarify its feature and advantages. However, these researches assume that traded advertisements are mutually independent. That is means that each advertisement does not influence other advertisements. Also these researches do not consider a value of advertisement, which means some criterions of a name value of a company, an effectiveness and an importance, that is dependently each other. This paper proposes a new advertisement auction mechanism based on GSP with considering the value of advertisement. 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 search service sites' profit rate.
AB - A structure of the Internet advertisement is that the service providers decide order of placement of many advertisements and advertising fees by auctions when advertisers offer their promotions. It is known that Generalized Second Price Auction (GSP) mechanism is most efficient auction mechanism of the advertisement auction. Some searching sites employ GSP mechanism basically. There are a lot of researches on GSP in order to analyze and clarify its feature and advantages. However, these researches assume that traded advertisements are mutually independent. That is means that each advertisement does not influence other advertisements. Also these researches do not consider a value of advertisement, which means some criterions of a name value of a company, an effectiveness and an importance, that is dependently each other. This paper proposes a new advertisement auction mechanism based on GSP with considering the value of advertisement. 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 search service sites' profit rate.
UR - https://www.scopus.com/pages/publications/83755185906
UR - https://www.scopus.com/pages/publications/83755185906#tab=citedBy
U2 - 10.1007/978-3-642-27201-1_20
DO - 10.1007/978-3-642-27201-1_20
M3 - Conference contribution
AN - SCOPUS:83755185906
SN - 9783642272004
T3 - Communications in Computer and Information Science
SP - 169
EP - 178
BT - Communication and Networking - International Conference, FGCN 2011, Held as Part of the Future Generation Information Technology Conference, FGIT 2011, in Conjunction with GDC 2011, Proceedings
T2 - 2011 International Conference on Future Generation Communication and Networking, FGCN 2011, Held as Part of the 3rd International Mega-Conference on Future-Generation Information Technology, FGIT 2011, in Conjunction with GDC 2011
Y2 - 8 December 2011 through 10 December 2011
ER -