OPTIMAL RESERVE PRICE IN STATIC AND DYNAMIC SPONSORED SEARCH AUCTIONS

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摘要 Sponsoredsearchadvertisingisasignificantrevenuesourceforsearchengines.Toamelioraterevenues,searchenginesoftensetfixedorvariablereservepricetoininfluenceadvertisers'bidding.Thispaperstudiestheoptimalreservepriceforageneralizedsecond-priceauction(GSP)underbothstaticanddynamicsettings.Weshowthatifadvertisers'per-clickvaluehasanincreasinggeneralizedfailurerate,thesearchengine'srevenuerateisquasi-concaveandhencethereexistsanoptimalreservepriceunderbothsettings.DifferentfromastaticGSPauctionwheretheoptimalreservepriceisprovedtobeconstant,inadynamicsettingtheoptimalreservepriceisdependentonnotonlyadvertisers'per-clickvalues,butalsothenumberofadlinkssold.Asearchengineshouldgraduallyraisereservepriceasmorequalifiedadvertisersarrive,andmaintainthesamethresholdafterallfirst-pagepositionsareoccupied.
机构地区 不详
出版日期 2013年04月14日(中国期刊网平台首次上网日期,不代表论文的发表时间)
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