Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective

CORC > 自动化研究所 > 中国科学院自动化研究所 > 复杂系统管理与控制国家重点实验室 > 先进控制与自动化团队

	Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective
	Yuan, Yong1,2 ; Wang, Fei-Yue1,3 ; Zeng, Daniel1
刊名	INFORMATION SCIENCES
	2016-11-10
卷号	369 页码:674-689
关键词	Sponsored search Bid inflation Evolutionary game theory Coevolutionary simulation
英文摘要	Sponsored search advertising (SSA) markets have witnessed soaring bid prices from advertisers, which have been considered to be a potential challenge to the long-term stability, profitability and effectiveness of the SSA ecosystem. One approach to addressing this challenge is identifying cooperative and stable bidding strategies for competing advertisers with the objective of reaching socially optimal outcomes in repeated SSA auctions. Although useful in analyzing advertiSers' bidding behavior in single auction sessions, static game-theoretic analysis and simulation studies in the extant SSA literature offer only limited insights for characterizing the long-term evolutionary dynamics and stability of advertisers' bidding behavior. In this paper, we address this problem by applying evolutionary game theory and Coevolutionary simulation. Our key finding is that a group of "nice" and retaliatory (NR) strategies can promote stable cooperation among competing advertisers. Advertisers using NR strategies will never deviate from cooperation first (nice) and always punish their rivals' deviations using competitive bids (retaliatory). The NR strategies are shown to be able to encourage advertisers to decrease their bids to obtain revenue that is equal to that awarded under the Vickrey-Clarke-Groves (VCG) auction mechanism and are further shown to alleviate bid inflation effectively at the system level. (C) 2016 Elsevier Inc. All rights reserved.
WOS标题词	Science & Technology ; Technology
类目[WOS]	Computer Science, Information Systems
研究领域[WOS]	Computer Science
关键词[WOS]	CHEAP-TALK ; AUCTIONS ; COMPETITION ; MECHANISM ; KEYWORDS ; DESIGN ; GAMES
收录类别	SCI ; SSCI
语种	英语
WOS记录号	WOS:000383292500042
内容类型	期刊论文
源URL	[http://ir.ia.ac.cn/handle/173211/12637]
专题	自动化研究所_复杂系统管理与控制国家重点实验室_先进控制与自动化团队
作者单位	1.Chinese Acad Sci, Inst Automat, State Key Lab Management & Control Complex Syst, Beijing, Peoples R China 2.Qingdao Acad Intelligent Ind, Qingdao, Peoples R China 3.Natl Univ Def Technol, Res Ctr Computat Expt & Parallel Syst, Changsha, Hunan, Peoples R China
推荐引用方式 GB/T 7714	Yuan, Yong,Wang, Fei-Yue,Zeng, Daniel. Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective[J]. INFORMATION SCIENCES,2016,369:674-689.
APA	Yuan, Yong,Wang, Fei-Yue,&Zeng, Daniel.(2016).Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective.INFORMATION SCIENCES,369,674-689.
MLA	Yuan, Yong,et al."Developing a cooperative bidding framework for sponsored search markets - An evolutionary perspective".INFORMATION SCIENCES 369(2016):674-689.