南京理工大学学报（自然科学版）2017，Vol.41Issue(6)：784-791,8.DOI:10.14177/j.cnki.32-1397n.2017.41.06.020
基于同义关键词的广告位拍卖与定价研究
Auction and pricing for advertising based on synonymous keywords
摘要
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.关键词
同义关键词/广告位/拍卖/定价/搜索引擎/利润Key words
synonymous keywords/advertising/auction/pricing/search engines/revenues分类
管理科学引用本文复制引用
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(6):784-791,8.基金项目
国家自然科学基金(61170201) （61170201）
江苏省产学研前瞻性联合研究项目(BY2015061-06 （）
BY2015061-08) （）
