[1]印卫华,周志伟.基于同义关键词的广告位拍卖与定价研究[J].南京理工大学学报(自然科学版),2017,41(06):784.[doi:10.14177/j.cnki.32-1397n.2017.41.06.020]
 Yin Weihua,Zhou Zhiwei.Auction and pricing for advertising based on synonymous keywords[J].Journal of Nanjing University of Science and Technology,2017,41(06):784.[doi:10.14177/j.cnki.32-1397n.2017.41.06.020]
点击复制

基于同义关键词的广告位拍卖与定价研究()
分享到:

《南京理工大学学报》(自然科学版)[ISSN:1005-9830/CN:32-1397/N]

卷:
41卷
期数:
2017年06期
页码:
784
栏目:
出版日期:
2017-12-31

文章信息/Info

Title:
Auction and pricing for advertising based on synonymous keywords
文章编号:
1005-9830(2017)06-0784-08
作者:
印卫华12周志伟2
扬州大学 1.财务处; 2.信息工程学院,江苏 扬州 225127
Author(s):
Yin Weihua12Zhou Zhiwei2
1.Finance Section; 2.School of Information Engineering,Yangzhou University,Yangzhou 225127,China
关键词:
同义关键词 广告位 拍卖 定价 搜索引擎 利润
Keywords:
synonymous keywords advertising auction pricing search engines revenues
分类号:
F713.359; F713.8
DOI:
10.14177/j.cnki.32-1397n.2017.41.06.020
摘要:
为了提高搜索引擎服务商的利润,设计了1个面向广告位的同义关键词拍卖机制(SKAMA)。考虑拍卖关键词及其同义词、近义词在检索中的作用,搜索引擎根据同义关键词检索频率的不同,为每个关键词定义不同的价值。针对SKAMA设计的报价真实性、整体收益有效性和竞价个体的理性等经济属性,设计了基于0-1矩阵的广告位分配算法和竞价者基于广义第二价格拍卖的支付算法。将SKAMA和现有的单个关键词拍卖进行比较。结果表明SKAMA在确保广告商分配了广告资源的同时,明显地提高了广告位资源利用率,增加了搜索引擎广告服务的收益。
Abstract:
A synonymous keyword auction mechanism for advertising(SKAMA)is put forward to improve the revenue of search engines.The value of each keyword is defined by the search engine according to its searching frequency,the roles of the keyword and its synonyms and near-synonyms in searching.An advertising allocation algorithm based on the 0-1 matrix and a payment algorithm based on generalized second-price auction are designed according to the economic properties of the offer authenticity,overall return effectiveness and individual rationality.The SKAMA is compared with the existing keyword auction.The experimental results show that,SKAMA can significantly improve the utilization of advertising resource and increase the revenue of search engine service while ensuring that advertisers are allocated advertising resources.

参考文献/References:

[1] 吴纪芸,陈志德,汪磊,等.关键词拍卖的选词与出价策略研究[J].计算机工程,2015,41(7):310-316.
Wu Jiyun,Chen Zhide,Wang Lei,et al.Study on word selection and bidding strategies of keyword auction[J].Computer Engineering,2015,41(7):310-316.
[2]杨雪,董红斌,滕旭阳.一种视频广告的预算约束限制拍卖机制[J].计算机研究与发展,2017,54(2):415-427.
Yang Xue,Dong Hongbin,Teng Xuyang.Budget constraint auction mechanism for online video advertisement[J].Journal of Computer Research and Development,2017,54(2):415-427.
[3]Ozluk O,Cholette S.Allocating expenditures across keywords in search advertising[J].Journal of Revenue and Pricing Management,2007,6(4):347-356.
[4]Cary M,Das A,Edelman B.Greedy bidding strategies for keyword auctions[C]//Proceedings of the 8th ACM Conference on Electronic Commerce.New York,USA:ACM Press,2007:262-271.
[5]吴垚,曾菊儒,彭辉,等.群智感知激励机制研究综述[J].软件学报,2016,27(8):2025-2047.
Wu Yao,Zeng Juru,Peng Hui,et al.Survey on incentive mechanisms for crowd sensing[J].Journal of Software,2016,27(8):2025-2047.
[6]Myerson R B.Optimal auction design[J].Mathematics of Operations Research,1981(1):59-73.
[7]宋衡,朱俊武,姜艺,等.一种基于连续价格函数的电力消费转移方案[J].南京理工大学学报,2015,39(4):412-419.
Song Heng,Zhu Junwu,Jiang Yi,et al.Shifting scheme of power consumption based on continuous price function[J].Journal of Nanjing University of Science and Technology.2015,39(4):412-419.
[8]于丹,李振兴.秘密共享发展综述[J].哈尔滨师范大学自然科学学报,2014,30(1):47-49.
Yu Dan,Li Zhenxing.An overview of the development of secret sharing[J].Natural Sciences Journal of Harbin Normal University,2014,30(1):47-49.
[9]Varian H R.Designing the perfect auction[J].Communications of the ACM,2008,51(8):9-11.
[10]Aggarwal C C,Yu P S.Online Auctions:There can be only one[C]//2009 IEEE Conference on Commerce and Enterprise Computing.Vienna,Austria:IEEE Computer Society,2009:176-181.
[11]Edelman B,Ostrovsky M.Strategic bidder behavior in sponsored search auctions[J].Decision Support Systems,2007,43(1):192-198.
[12]Xu Ming,Ma Yiyi,Li Liang,et al.The auction mechanism research with objective of maximizing the social efficiency[C]//2012 8th International Conference on Computing Technology and Information Management.Seoul,South Korea:IEEE,2012:279-282.
[13]Zhou Yunhong,Lukose R.Vindictive bidding in keyword auctions[J].ACM International Conference Proceeding Series,2007,258:141-146.
[14]Kitts B,LeBlanc B J.A trading agent and simulator for keyword auctions[C]//Proceedings of the Third International Joint Conference on Autonomous Agents and Multi-agent Systems.New York,USA:IEEE Computer Society,2004:228-235.

备注/Memo

备注/Memo:
收稿日期:2017-06-24 修回日期:2017-11-03
基金项目:国家自然科学基金(61170201); 江苏省产学研前瞻性联合研究项目(BY2015061-06; BY2015061-08)
作者简介:印卫华(1977-),男,会计师,主要研究方向:资源分配算法、智能数据分析等,E-mail:whyin@yzu.edu.cn。
引文格式:印卫华,周志伟.基于同义关键词的广告位拍卖与定价研究[J].南京理工大学学报,2017,41(6):784-791.
投稿网址:http://zrxuebao.njust.edu.cn
更新日期/Last Update: 2017-12-31