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Generalized First-price Auction
The generalized first-price auction (GFP) is a non-truthful auction mechanism for sponsored search (a.k.a. position auctions). In sponsored search ''n'' bidders compete for the assignment of ''k'' slots. Each slot has an associate click-through rate, the click-through rates are decreasing from top to bottom. The GFP mechanism asks each bidder for a bid. Then the highest bidder gets the first slot, the second-highest, the second slot and so on. On each click the highest bidder pays his bid on the first slot, the second highest bidder pays his bid on the second slot, and so on. The GFP mechanism was the first mechanism to find application in sponsored search, replacing the "flat fee" and "per-impression" model that was the standard. Overture adopted the GFP mechanism in 1997, and provided service to Yahoo! and MSN. Although very successful initially, bidders quickly learned how to manipulate the mechanism. Bidding patterns exhibited a characteristic saw-tooth pattern, and the mechan ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sponsored Search
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising. SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings and increase the Call to action (CTA) on the website. Market In 2007, U.S. advertisers spent US $24.6 billion on search engine marketing. In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S. search engine spend. As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing. Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider. It may also be self-serve or through an advertising agency. As of October 2016, Google lead ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Yahoo!
Yahoo! (, styled yahoo''!'' in its logo) is an American web services provider. It is headquartered in Sunnyvale, California and operated by the namesake company Yahoo Inc., which is 90% owned by investment funds managed by Apollo Global Management and 10% by Verizon Communications. It provides a web portal, search engine Yahoo Search, and related services, including My Yahoo!, Yahoo Mail, Yahoo News, Yahoo Finance, Yahoo Sports and its advertising platform, Yahoo! Native. Yahoo was established by Jerry Yang and David Filo in January 1994 and was one of the pioneers of the early Internet era in the 1990s. However, usage declined in the late 2000s as some services discontinued and it lost market share to Facebook and Google. History Founding In January 1994, Yang and Filo were electrical engineering graduate students at Stanford University, when they created a website named "Jerry and David's guide to the World Wide Web". The site was a human-edited web directory, organi ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Nash Equilibrium
In game theory, the Nash equilibrium, named after the mathematician John Nash, is the most common way to define the solution of a non-cooperative game involving two or more players. In a Nash equilibrium, each player is assumed to know the equilibrium strategies of the other players, and no one has anything to gain by changing only one's own strategy. The principle of Nash equilibrium dates back to the time of Cournot, who in 1838 applied it to competing firms choosing outputs. If each player has chosen a strategy an action plan based on what has happened so far in the game and no one can increase one's own expected payoff by changing one's strategy while the other players keep their's unchanged, then the current set of strategy choices constitutes a Nash equilibrium. If two players Alice and Bob choose strategies A and B, (A, B) is a Nash equilibrium if Alice has no other strategy available that does better than A at maximizing her payoff in response to Bob choosing B, and Bo ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Bayes-Nash Equilibrium
In game theory, a Bayesian game is a game that models the outcome of player interactions using aspects of Bayesian probability. Bayesian games are notable because they allowed, for the first time in game theory, for the specification of the solutions to games with incomplete information. Hungarian economist John C. Harsanyi introduced the concept of Bayesian games in three papers from 1967 and 1968: He was awarded the Nobel Prize for these and other contributions to game theory in 1994. Roughly speaking, Harsanyi defined Bayesian games in the following way: players are assigned by nature at the start of the game a set of characteristics. By mapping probability distributions to these characteristics and by calculating the outcome of the game using Bayesian probability, the result is a game whose solution is, for technical reasons, far easier to calculate than a similar game in a non-Bayesian context. For those technical reasons, see the Specification of games section in this articl ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Generalized Second-price Auction
The generalized second-price auction (GSP) is a non-truthful auction mechanism for multiple items. Each bidder places a bid. The highest bidder gets the first slot, the second-highest, the second slot and so on, but the highest bidder pays the price bid by the second-highest bidder, the second-highest pays the price bid by the third-highest, and so on. First conceived as a natural extension of the Vickrey auction, it conserves some of the desirable properties of the Vickrey auction. It is used mainly in the context of keyword auctions, where sponsored search slots are sold on an auction basis. The first analyses of GSP are in the economics literature by Edelman, Ostrovsky, and SchwarzBenjamin Edelman, Michael Ostrovsky, and Michael Schwarz:Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords. American Economic Review 97(1), 2007 pp 242-259 and by Varian.H. R. Varian:Position auctions. International Journal of Industrial Organ ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Vickrey–Clarke–Groves Auction
A Vickrey–Clarke–Groves (VCG) auction is a type of sealed-bid auction of multiple items. Bidders submit bids that report their valuations for the items, without knowing the bids of the other bidders. The auction system assigns the items in a socially optimal manner: it charges each individual the harm they cause to other bidders. It gives bidders an incentive to bid their true valuations, by ensuring that the optimal strategy for each bidder is to bid their true valuations of the items; it can be undermined by bidder collusion and in particular in some circumstances by a single bidder making multiple bids under different names. It is a generalization of a Vickrey auction for multiple items. The auction is named after William Vickrey, Edward H. Clarke, and Theodore Groves for their papers that successively generalized the idea. The VCG auction is a specific use of the more general VCG mechanism. While the VCG auction tries to make a socially optimal allocation of items, V ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
First-price Sealed-bid Auction
A first-price sealed-bid auction (FPSBA) is a common type of auction. It is also known as blind auction. In this type of auction, all bidders simultaneously submit sealed bids so that no bidder knows the bid of any other participant. The highest bidder pays the price that was submitted. Strategic analysis In a FPSBA, each bidder is characterized by their monetary valuation of the item for sale. Suppose Alice is a bidder and her valuation is a. Then, if Alice is rational: *She will never bid more than a, because bidding more than a can only make her lose net value. *If she bids exactly a, then she will not lose but also not gain any positive value. *If she bids less than a, then she ''may'' have some positive gain, but the exact gain depends on the bids of the others. Alice would like to bid the smallest amount that can make her win the item, as long as this amount is less than a. For example, if there is another bidder Bob and he bids y and y [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
AdWords
Google Ads (formerly Google AdWords) is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, or videos to web users. It can place ads both in the results of search engines like Google Search (the Google Search Network) and on non-search websites, mobile apps, and videos. Services are offered under a pay-per-click (PPC) pricing model. Google Ads is the main source of revenue for Alphabet Inc, contributing US$168.6 billion in 2020. History Google launched AdWords in 2000. Initially, AdWords advertisers paid for the service monthly, and Google would set up and manage their campaigns. Google soon introduced the AdWords self-service portal to accommodate small businesses and those who wanted to manage their own campaigns. In 2005, Google started a campaign management service known as 'Jumpstart'. The AdWords system was initially implemented on top of the MySQL database engine. After the sy ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
