论文部分内容阅读
搜索关键字拍卖机制的逐利本质诱发了大量的虚假广告,引发了公众的广泛争议,信誉已成为搜索媒体改进其拍卖机制必须考虑的关键因素之一。通过在关键字GSP拍卖模型中引入广告主信誉因素,提出了一种可信竞价排名的GSP拍卖机制,与传统拍卖机制相比,能有效提高中标广告主的信誉水平,通过对广告主均衡竞价策略、均衡收益与效率的分析表明,在广告主信誉差别较大时,该机制在增进搜索引擎收益和拍卖效率方面也有一定的优势;最后通过研究均衡的实现路径和模拟实验,在不完全信息动态环境下也验证了这一结论。
The search-for-profit nature of search engine auction mechanism has caused a large number of fake advertisements, triggering widespread public controversy. Reputation has become one of the key factors that search media must consider in improving its auction mechanism. By introducing the reputation of advertisers into the keyword GSP auction model, a GSP auction mechanism based on trusted bidding is proposed. Compared with the traditional auction mechanism, the GSP auction mechanism can effectively improve the creditworthiness of bid-winning advertisers. Through a balanced auction of advertisers, The analysis of strategy, equilibrium return and efficiency shows that this mechanism has some advantages in improving search engine revenue and auction efficiency when the advertisers’ reputation is very different. Finally, by studying the balanced realization path and simulation experiment, Dynamic environment also verified this conclusion.