离散化第一价点击量拍卖机制研究

发布时间：2018-03-24 05:13

本文选题：竞价搜索　切入点：第一价格拍卖　出处：《南京大学》2017年硕士论文

【摘要】：互联网技术的快速发展带动了传统广告业的革新和发展。根据IAB 2016年的报告,2015年在线互联网广告收入达到了 596亿美元,而在其中搜索广告占比32%。巨大的商业收益带动了科学研究的快速发展。搜索引擎的拍卖模型有三种典型机制:GFP、GSP和VCG机制,它们都是对固定位置上的点击量进行拍卖。而在实际情况中,每个广告主都有自己所期望的点击量。因此本文提出了一种改进模型DFCA,削弱了实际拍卖中位置的概念,整合所有的点击量再根据每个广告商的对一次点击的支付价为其分配相应的点击量。然后利用雅虎研究网站的拍卖数据模拟了 DFCA模型和VCG模型,实验结果表明,DFCA模型存在唯一的均衡且能有效的分配社会资源,最大化社会福利。本文的工作主要包括四个方面:(1)针对FCA模型不稳定的缺点设计出一种改进模型DFCA,将每个广告商的报价分段化处理,只能支付所规定的价格,将分配机制由根据报价分配改为由支付价分配点击量。(2)利用DFCA模型设计的特点理论证明了 FCA模型的某些性质,例如FCA模型下一次模型和二次模型的出价特点。(3)用雅虎研究网站上的拍卖数据模拟了 FCA模型下的一次、二次和三次模型和VCG模型的出价情况,并用三个评估指标(SW、PA、POA)在不同数量上的广告位作对比,实验结果表明:FCA模型确实在社会资源的分配方面要优于VCG模型。(4)用拍卖数据模拟了 DFCA模型和FCA模型,实验结果表明:DFCA模型在对社会资源分配影响不大的情况下更容易达到均衡状态。
[Abstract]:The rapid growth of Internet technology has led to innovation and growth in the traditional advertising industry. According to IAB's 2016 report, online Internet advertising revenue reached $59.6 billion in 2015. And search ads account for 32 percent of the total. Huge commercial gains have driven the rapid development of scientific research. The auction model of search engines has three typical mechanisms: GFP GSP and VCG. In fact, each advertiser has his own expected number of clicks. Therefore, this paper presents an improved model DFCA, which weakens the concept of location in the actual auction. Combine all the hits and then assign the number of clicks to each advertiser based on the price they pay for one click. Then use the auction data from Yahoo Research to simulate the DFCA model and the VCG model. The experimental results show that the DFCA model has a unique equilibrium and can effectively allocate social resources. The main work of this paper includes four aspects: 1) to solve the problem of instability of FCA model, we design an improved model, in which each advertiser's quotation is segmented to pay the specified price. The distribution mechanism is changed from distribution according to quotation to pay-price distribution. (2) some properties of FCA model are proved by using the characteristic theory of DFCA model design. For example, the bidding characteristics of the next model and the quadratic model of FCA model.) using the auction data on Yahoo Research website to simulate the bids of the first, second and third models and the VCG model of the FCA model, The results show that the VCG model is better than the VCG model in the allocation of social resources, and the auction data is used to simulate the DFCA model and the FCA model. The experimental results show that it is easier to achieve equilibrium in the case of less influence on the allocation of social resources.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.359;F224

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