JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE) ›› 2017, Vol. 52 ›› Issue (3): 1-7.doi: 10.6040/j.issn.1671-9352.4.2016.211

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Research on advertising auction model based on interest

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

  1. 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

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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

CLC Number: 

  • TP311.13
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