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Modelling Externalities in Keyword Auctions: Understanding competition in on-line search advertising - Softcover
Inhaltsangabe
Sponsored search has grown to be an important share of the advertisement market and a major income source for large Internet companies. Its success relies not only on the explosive Internet use but also on successful implementation that made it a highly efficient and profitable concept for advertisers and search engines, in particular, through the use of keyword auctions. Up until now, most of the research relies on the simplest game-theoretic models to extract useful results. We extend the most common models to encapsulate an aspect of the system that only recently has begun to draw attention; the effect of competing advertisements on the user's actions and subsequently on the advertisers' campaign efficiency. We present models that take these effects into account while remaining simple enough for us to answer the most basic game-theoretic questions about them such as the presence of equilibria and their efficiency. We also compare our models to the most common model and show their significant advantages. Finally, we discuss a proposed new mechanism that incorporates externalities and evaluate its performance.
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Reseña del editor
Sponsored search has grown to be an important share of the advertisement market and a major income source for large Internet companies. Its success relies not only on the explosive Internet use but also on successful implementation that made it a highly efficient and profitable concept for advertisers and search engines, in particular, through the use of keyword auctions. Up until now, most of the research relies on the simplest game-theoretic models to extract useful results. We extend the most common models to encapsulate an aspect of the system that only recently has begun to draw attention; the effect of competing advertisements on the user's actions and subsequently on the advertisers' campaign efficiency. We present models that take these effects into account while remaining simple enough for us to answer the most basic game-theoretic questions about them such as the presence of equilibria and their efficiency. We also compare our models to the most common model and show their significant advantages. Finally, we discuss a proposed new mechanism that incorporates externalities and evaluate its performance.
Biografía del autor
Ioannis Giotis received his B.S. (Diploma) from the University of Patras, Greece, in 2002. He received his Ph.D.from the University of Washington, Seattle WA in 2009. He is currently a Post-Doc researcher at the Polytechnic University of Catalunya (UPC) in Barcelona, Spain.
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- VerlagLAP LAMBERT Academic Publishing
- Erscheinungsdatum2010
- ISBN 10 383837584X
- ISBN 13 9783838375847
- EinbandTapa blanda
- SpracheEnglisch
- Anzahl der Seiten96
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Modelling Externalities in Keyword Auctions
Verlag:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
Neu
Softcover
Anbieter: moluna, Greven, Deutschland
Verkäuferbewertung 5 von 5 Sternen
Zustand: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Giotis IoannisIoannis Giotis received his B.S. (Diploma) from the University of Patras, Greece, in 2002. He received his Ph.D.from the University of Washington, Seattle WA in 2009. He is currently a Post-Doc researcher at the Polytec. Bestandsnummer des Verkäufers 5417877
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Modelling Externalities in Keyword Auctions
Verlag:
LAP LAMBERT Academic Publishing Jul 2010, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
Neu
Taschenbuch
Anbieter: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Deutschland
Verkäuferbewertung 5 von 5 Sternen
Taschenbuch. Zustand: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Sponsored search has grown to be an important share of the advertisement market and a major income source for large Internet companies. Its success relies not only on the explosive Internet use but also on successful implementation that made it a highly efficient and profitable concept for advertisers and search engines, in particular, through the use of keyword auctions. Up until now, most of the research relies on the simplest game-theoretic models to extract useful results. We extend the most common models to encapsulate an aspect of the system that only recently has begun to draw attention; the effect of competing advertisements on the user's actions and subsequently on the advertisers' campaign efficiency. We present models that take these effects into account while remaining simple enough for us to answer the most basic game-theoretic questions about them such as the presence of equilibria and their efficiency. We also compare our models to the most common model and show their significant advantages. Finally, we discuss a proposed new mechanism that incorporates externalities and evaluate its performance. 96 pp. Englisch. Bestandsnummer des Verkäufers 9783838375847
Anzahl: 2 verfügbar
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Modelling Externalities in Keyword Auctions : Understanding competition in on-line search advertising
Verlag:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
Neu
Taschenbuch
Anbieter: AHA-BUCH GmbH, Einbeck, Deutschland
Verkäuferbewertung 5 von 5 Sternen
Taschenbuch. Zustand: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Sponsored search has grown to be an important share of the advertisement market and a major income source for large Internet companies. Its success relies not only on the explosive Internet use but also on successful implementation that made it a highly efficient and profitable concept for advertisers and search engines, in particular, through the use of keyword auctions. Up until now, most of the research relies on the simplest game-theoretic models to extract useful results. We extend the most common models to encapsulate an aspect of the system that only recently has begun to draw attention; the effect of competing advertisements on the user's actions and subsequently on the advertisers' campaign efficiency. We present models that take these effects into account while remaining simple enough for us to answer the most basic game-theoretic questions about them such as the presence of equilibria and their efficiency. We also compare our models to the most common model and show their significant advantages. Finally, we discuss a proposed new mechanism that incorporates externalities and evaluate its performance. Bestandsnummer des Verkäufers 9783838375847
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Modelling Externalities in Keyword Auctions: Understanding competition in on-line search advertising
Verlag:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
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Paperback
Anbieter: Mispah books, Redhill, SURRE, Vereinigtes Königreich
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Paperback. Zustand: Like New. Like New. book. Bestandsnummer des Verkäufers ERICA790383837584X6
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