基于兴趣度的广告拍卖模型研究

doi:10.6040/j.issn.1671-9352.4.2016.211

山东大学学报（理学版） ›› 2017, Vol. 52 ›› Issue (3): 1-7.doi: 10.6040/j.issn.1671-9352.4.2016.211

• • 下一篇

基于兴趣度的广告拍卖模型研究

董红斌,苟乃康,杨雪

哈尔滨工程大学计算机科学与技术学院, 黑龙江哈尔滨 150001

收稿日期:2016-06-01 出版日期:2017-03-20 发布日期:2017-03-20
作者简介:董红斌(1963— ),男,博士,教授,研究方向为自然计算、机器学习、多Agent系统和数据挖掘. E-mail:donghongbin@hrbeu.edu.cn
基金资助:
国家自然科学基金资助项目(61472095,61272186);黑龙江省教育厅智能教育与信息工程重点实验室开放基金;国家自然科学基金青年科学基金项目(61520116,41306086)

Research on advertising auction model based on interest

DONG Hong-bin, GOU Nai-kang, YANG Xue

College of Computer Science and Technology, Harbin Engineering University, Harbin 150001, Heilongjiang, China

Received:2016-06-01 Online:2017-03-20 Published:2017-03-20

摘要/Abstract

摘要： 点击率对广告商或搜索引擎都非常重要,引入用户感兴趣的内容来提高广告点击率是非常有现实意义的。本文在广义第二价格拍卖模型的基础上引入了兴趣度因子,建立了基于兴趣度的广告拍卖模型,确定了新的排名规则、支付规则、占优均衡策略等。仿真实验验证了广告拍卖模型的有效性。

关键词: 兴趣度, 关键词拍卖, GSP

Abstract: The keyword auction is very meaningful for search engines and advertisers. We lead the user interest contents into a new mechanism to increase the click through rate. We introduce the interest factor based on GSP and create a new advertising model based on interest. Also, we determine a new ranking rule, payment rule, dominant equilibrium strategy and some other rules. The simulation experiment verify the effectiveness of the advertising auction model.

Key words: GPS, key words auction, interest

中图分类号:

TP311.13

董红斌,苟乃康,杨雪. 基于兴趣度的广告拍卖模型研究[J]. 山东大学学报（理学版）, 2017, 52(3): 1-7.

DONG Hong-bin, GOU Nai-kang, YANG Xue. Research on advertising auction model based on interest[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2017, 52(3): 1-7.

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基于兴趣度的广告拍卖模型研究

Research on advertising auction model based on interest

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