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	Regulation Thought of Auto Bidding Advertisement for Search Engine Keywords
	Zhang, Qinghua
	2010
关键词	Network advertisement Auto Bidding Regulation Government supervision Industry self-discipline Social supervision
卷号	26-28
DOI	10.4028/www.scientific.net/AMM.26-28.376
页码	376-381
英文摘要	The technical nature of search engine in collecting and extracting mass internet information enables auto bidding advertisement based on search engine enjoys a powerful advantage beyond the rules of the game, compared with the advertisement of ordinary web page nature. However, because Internet and search engine is a newly developed matter with many of their behaviors drifting away outside the traditional government supervision and industry self-discipline, it has caused the frequent occurrence of unhealthy tendencies, provoking great dissatisfaction of society. It has become a must to effectively regulate auto bidding advertisement. The three aspects could be considered the starting points in terms of government supervision, industry self-discipline and social supervision. We shall not only insist on and perfect government supervision, but also strengthen the industry self-discipline for realizing organic entity of administrative supervision of government and management of industry self-discipline as well as organic entity of administrative review and self-discipline examination, offering useful references for perfecting the advertisement regulation mode of government leadership system in China. While guaranteeing a healthy and orderly development of search engine, our purpose is to render back an honest and clean searching environment of interne information to the public.
会议录出版者	TRANS TECH PUBLICATIONS LTD
会议录出版地	LAUBLSRUTISTR 24, CH-8717 STAFA-ZURICH, SWITZERLAND
语种	英语
WOS研究方向	Engineering
WOS记录号	WOS:000303181700077
内容类型	会议论文
源URL	[http://10.2.47.112/handle/2XS4QKH4/3451]
专题	上海财经大学
作者单位	Shanghai Univ Finance & Econ, Sch Informat Management & Engn, Shanghai 200433, Peoples R China
推荐引用方式 GB/T 7714	Zhang, Qinghua. Regulation Thought of Auto Bidding Advertisement for Search Engine Keywords[C]. 见:.

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