Anzeige
Erschienen in:
2013 | OriginalPaper | Buchkapitel
An Approach for Sponsored Search Auctions Based on the Coalitional Game Theory
verfasst von : Wenlin Xu, Kun Yue, Jin Li, Liang Duan, Suiye Liu, Weiyi Liu
Erschienen in: Web Information Systems Engineering – WISE 2013
Verlag: Springer Berlin Heidelberg
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Sponsored search auctions play a crucial role in the Internet advertising. By considering the mutual interactions among advertisers in sponsored search auctions, we propose a game-theory based method for advertisers cooperating with each other in a sponsored search auction. First, we propose a cooperation bid strategy for advertisers’ coalition, which could make the utility of the coalition increased and be obtained in linear time. Then, we prove the coalitional game of advertisers has a non-empty core containing the Shapley value. Following, we use an approximate Shapley value to distribute the coalition’s utility among advertisers in the coalition. Experiments results verify the efficiency and effectiveness of our method.