IIAE CONFERENCE SYSTEM, The 5th IIAE International Conference on Industrial Application Engineering 2017 (ICIAE2017)

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Synonymous Keyword Auction Mechanism for Advertising Sites
Zhiwei Zhou, Junwu Zhu

Last modified: 2017-02-22

Abstract


The existing keywords auction mechanism with only a single keyword as the auction object, ignoring Web pages associated with synonyms, leads to low advertising recall rate and low profits of the search engine. Synonymous Keyword Auction Mechanism for Advertising Sites (SKMS) is proposed in this paper dealing with the above issues to realize allocation and payment of keyword and synonym set. Advertising sites allocation algorithm based on 0-1 matrix, which greatly extends an available set of auction object, takes account of synonymous keywords with search function and application value. Payment algorithm based on second-price guarantees truthfulness of the mechanism. Compared to existing keywords auction mechanism, SKMS not only improves recall rate, but also increases profit of search engine.

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