Search-Based Advertising Auctions With Choice-Based Budget Constraint

被引：8

作者：

Choi, Tsan-Ming ^{[1
]}

Li, Xun ^{[2
]}

Ma, Cheng ^{[3
]}

机构：

[1] Hong Kong Polytech Univ, Inst Text & Clothing, Hong Kong, Hong Kong, Peoples R China

[2] Hong Kong Polytech Univ, Dept Appl Math, Hong Kong, Hong Kong, Peoples R China

[3] Qingdao Univ, Sch Business, Qingdao 266071, Peoples R China

来源：

IEEE TRANSACTIONS ON SYSTEMS MAN CYBERNETICS-SYSTEMS | 2015年 / 45卷 / 08期

关键词：

Generalized second-price (GSP) mechanism; online auction; search-based advertising (SA);

D O I：

10.1109/TSMC.2015.2394501

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

In this paper, we model and formulate the search-based advertising auction problem with multiple slots, choice behaviors of advertisers, and the popular generalized second-price mechanism. A Lagrangian-based method is then proposed for tackling this problem. We present an extension to the subgradient algorithm based on Lagrangian relaxation coupled with the column generation method in order to improve the dual multipliers and accelerate its convergence. Simulation results show that the proposed algorithm is efficient and it shows significant improvement compared to the greedy algorithm.

引用

页码：1178 / 1186

页数：9

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