Modelling Externalities in Keyword Auctions

Language: English

Published by LAP LAMBERT Academic Publishing Jul 2010, 2010

383837584X / 9783838375847

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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.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 96 pp. Englisch.…

Seller Inventory # 9783838375847

Title
Modelling Externalities in Keyword Auctions
Author
Ioannis Giotis
Publisher
LAP LAMBERT Academic Publishing Jul 2010
Publication year
2010
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
383837584X
ISBN 13
9783838375847
Item weight
161 grams
Dimensions
220x150x6 mm

buchversandmimpf2000

Emtmannsberg, BAYE, Germany

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Impressum Thorsten Retsch Buchversand Mimpf2000 Oberölschnitz 16 95517 Emtmannsberg Deutschland Telefon: 09209-2023188 Email: mimpf2000@online.de USt-ID-Nr.: DE 235096871 Wir führen gebrauchte Bücher aus allen Sparten der Literatur

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buchversandmimpf2000

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Buchversand Mimpf2000
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USt-IdNr.: DE 235096871

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