چکیده:
Nowadays, the Internet has had a rapid expansion and presence in all areas of the individuals, institutions, companies and organizations lives. This has made large extent of data available so that the users need to access their desired information or services through using search engines. To continue and promote providing services, search engines require a source of income. Sponsored search advertising is the main source of revenue for search engines. In sponsored search, limited areas of the search results page are dedicated to display advertising so that the advertiser pays the advertisement cost only per click. To assign advertising areas, an auction is run among advertisers. Several models have been proposed to hold a sponsored search auction. In this study, a new model is proposed to increase the revenue of the search engine. Evaluated using synthetic data, the results of the ad-supported implementation of the search engine model indicate improved revenue in comparison to existing models.
خلاصه ماشینی:
In sponsored search, limited areas of the search results page are dedicated to display advertising so that the ad vertiser pays the advertisement cost only per click.
Keywords: search engine, sponsored search, auction mechanism, advertisement Introduction Every day, millions of web pages full of information are being explored by millions of Internet users worldwide.
Sponsored search auction mechanism is used for determining the price of these limited areas and allocating them to advertisers (Jansen & Mullen, 2008) This paper proposes a new model for determining the winner of the auction and the arbitration price in sponsored search engine.
However, in sponsored search auction there are three players: - Advertisers, who suggest a price per keyword, - Search engine, who organizes the auction, and - Users, who search keywords; their behaviors determine the value of each advertising region.
1-2) Number of selected web sites to explore: The number of search links that a user clicks on influences the costs that advertisers will pay, the online traffic to the website, the shopping rate, and the search engine revenue.
Therefore, the number of links affects advertising strategies, optimal auction design, and even the design of search results page (Yao & Mela, 2008).
If the search engine uses general first-price or second-price auction mechanism, the advertiser's winning only depends on the value of the bid.
Search engine sells users clicks and observations to advertisers in auctions.
Sponsored search engine is simulated using four auction models for the 3 regions by participating 5 advertisers.