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

为了提高搜索引擎服务商的利润,设计了1个面向广告位的同义关键词拍卖机制(SKAMA)。考虑拍卖关键词及其同义词、近义词在检索中的作用,搜索引擎根据同义关键词检索频率的不同,为每个关键词定义不同的价值。针对SKAMA设计的报价真实性、整体收益有效性和竞价个体的理性等经济属性,设计了基于0-1矩阵的广告位分配算法和竞价者基于广义第二价格拍卖的支付算法。将SKAMA和现有的单个关键词拍卖进行比较。结果表明SKAMA在确保广告商分配了广告资源的同时,明显地提高了广告位资源利用率,增加了搜索引擎广告服务的收益。

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.