Modelling Externalities in Keyword Auctions: Understanding competition in on-line search advertising - Brossura
Sinossi
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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L'autore
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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Modelling Externalities in Keyword Auctions
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LAP LAMBERT Academic Publishing Jul 2010, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
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Da: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germania
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Taschenbuch. Condizione: 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. Codice articolo 9783838375847
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Modelling Externalities in Keyword Auctions
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LAP LAMBERT Academic Publishing, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
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Da: moluna, Greven, Germania
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Condizione: 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. Codice articolo 5417877
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Modelling Externalities in Keyword Auctions
Editore:
LAP LAMBERT Academic Publishing Jul 2010, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
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Da: buchversandmimpf2000, Emtmannsberg, BAYE, Germania
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Taschenbuch. Condizione: Neu. This item is printed on demand - Print on Demand Titel. 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.Books on Demand GmbH, Überseering 33, 22297 Hamburg 96 pp. Englisch. Codice articolo 9783838375847
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Modelling Externalities in Keyword Auctions : Understanding competition in on-line search advertising
Editore:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
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Da: AHA-BUCH GmbH, Einbeck, Germania
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Taschenbuch. Condizione: 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. Codice articolo 9783838375847
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Modelling Externalities in Keyword Auctions | Understanding competition in on-line search advertising
Editore:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
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Taschenbuch. Condizione: Neu. Modelling Externalities in Keyword Auctions | Understanding competition in on-line search advertising | Ioannis Giotis | Taschenbuch | 96 S. | Englisch | 2010 | LAP LAMBERT Academic Publishing | EAN 9783838375847 | Verantwortliche Person für die EU: BoD - Books on Demand, In de Tarpen 42, 22848 Norderstedt, info[at]bod[dot]de | Anbieter: preigu. Codice articolo 107487727
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Modelling Externalities in Keyword Auctions: Understanding competition in on-line search advertising
Editore:
LAP LAMBERT Academic Publishing, 2010
ISBN 10: 383837584X
ISBN 13: 9783838375847
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Paperback. Condizione: Like New. LIKE NEW. SHIPS FROM MULTIPLE LOCATIONS. book. Codice articolo ERICA790383837584X6
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