网络广告拍卖模型的研究及应用

发布时间：2018-06-21 10:01

本文选题：网络广告拍卖 + GSP机制　；参考：《西安电子科技大学》2011年硕士论文

【摘要】：随着社会的发展,网络已然成为一种重要的广告媒介。近年来,像Google这样的搜索引擎巨头,采用了一种新的基于广义二级价格(Generalized Second Price,GSP)机制的广告拍卖模式,成为全球研究的热点,同时更多的人在关注如何将这种模式推广告传统网络广告销售中。基于此,本文建立一种基于GSP机制的传统网络广告拍卖模型。首先,本文分析了国内外网络广告拍卖的研究现状,介绍了传统拍卖理论和网上拍卖理论。在对比了传统广告拍卖和关键词广告拍卖的异同的在基础之上,针对基于GSP机制的关键词广告拍卖的局限性,设计了一种适用于传统网络广告的拍卖模型。该模型改进了基于GSP机制的关键词广告拍卖对广告位的排序规则和广告主的支付规则,把曝光率和点击率共同融入拍卖规则中。基于上述规则的改进,本文分析了新规则下广告主的纳什均衡条件,以及纳什均衡条件下卖方的收益范围。接着,为了适应传统网络广告的要求,本文分析了卖方期望收益和拍卖时间的关系,提出了网络广告拍卖的时间模型,给出了最优拍卖时间的分析过程。该时间模型不仅适用于网络广告拍卖,同时也适用于多物品歧视价格拍卖。最后,本文将该模型与VCG机制进行了比较,并用实验数据验证了模型的有效性,同时把该模型应用到健康资讯平台的广告销售中。
[Abstract]:With the development of society, the network has become an important advertising medium. In recent years, search engine giants such as Google have adopted a new advertising auction model based on generalized secondary pricing (GSP) mechanism, which has become a global research hotspot. At the same time, more people are concerned about how to push this model into traditional online advertising sales. Based on this, this paper establishes a traditional online advertising auction model based on GSP mechanism. Firstly, this paper analyzes the current situation of online advertising auction at home and abroad, and introduces the traditional auction theory and online auction theory. On the basis of comparing the similarities and differences between the traditional advertising auction and the keyword advertising auction, this paper designs an auction model suitable for traditional online advertising, aiming at the limitation of the keyword advertising auction based on GSP mechanism. The model improves the sorting rules of advertising bit and the payment rules of advertisers based on GSP mechanism, and integrates the exposure and click rate into the auction rules. Based on the improvement of the above rules, this paper analyzes the Nash equilibrium conditions of advertisers under the new rules and the seller's profit range under Nash equilibrium conditions. Then, in order to meet the requirements of traditional online advertising, this paper analyzes the relationship between seller's expected income and auction time, puts forward the time model of online advertising auction, and gives the analysis process of optimal auction time. The time model is not only suitable for online advertising auction, but also suitable for multi-item discriminatory price auction. Finally, the model is compared with the VCG mechanism, and the validity of the model is verified by the experimental data. At the same time, the model is applied to the advertising sales of the health information platform.
【学位授予单位】：西安电子科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.8;F713.359;F224

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