Multi-keyword sponsored search
Multi-keyword sponsored search
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多关键字赞助搜索
DOI：
10.1145/1993574.1993589
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Peerapong Dhangwatnotai
中科院分区：
文献类型：
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作者：
Peerapong Dhangwatnotai
我们研究了搜索引擎对不同搜索词产生的印象进行分配的机制。该机制相当于仅在搜索词数量较少的情况下为每个搜索词运行独立的GSP拍卖。实际上，搜索项的数量如此之大，以至于广告商不可能将他希望参与的所有GSP拍卖传达给搜索引擎。例如，一家旅行社对与航班有关的所有搜索词感兴趣，包括“到波士顿的航班”、“到SFO的机票”、“便宜的机票”等。因此，搜索引擎引入了广泛匹配的关键字作为竞价语言，允许广告商同时提交对多个普惠制拍卖的竞标。然而，由于有了广泛匹配的关键字，GSP拍卖不再是独立的，即广告商在一个拍卖中的出价可能取决于他在另一个拍卖中的出价。
我们提出了广义匹配机制作为多关键字赞助搜索机制这一方面的模型。我们研究了该机制在无政府状态价格(POA)框架下的性能。我们确定了广义匹配关键字的两个性质，即表现性和同质性，并证明了广义匹配关键字的几乎紧界。这些界限允许我们探索这两个属性之间的权衡。我们引入了仅精确匹配机制，与广义匹配机制相比，它的性能让我们深入了解广义匹配关键字的净收益。广义匹配机制也可以被视为一种应对严重的沟通限制的机制，即广告商的估值被描述的数字比搜索引擎所能获得的数字多得多。
We investigate search engines' mechanism for allocating impressions generated from different search terms. This mechanism is equivalent to running an independent GSP auction for each search term only when the number of search terms is small. In practice, the number of search terms is so large that an advertiser cannot possibly communicate to the search engine all the GSP auctions that he wishes to participate in. For example, a travel agency is interested in all search terms pertaining to flight, including "flight to boston", "ticket to SFO", "cheap airfare", etc. Therefore, the search engine introduces broad match keywords as a bidding language that allows an advertiser to submit a bid for multiple GSP auctions at once. However, with broad match keywords, the GSP auctions are no longer independent, i.e. an advertiser's bid in one auction may depend on his bid in another auction.
We propose the broad match mechanism as a model that captures this aspect of the multi-keyword sponsored search mechanism. We study the performance of this mechanism under the price of anarchy (POA) framework. We identify two properties of broad match keywords, namely expressiveness and homogeneity, that characterize the POA and we prove almost tight bounds on the POA. The bounds allow us to explore trade-offs between the two properties. We introduce the exact-match-only mechanism whose performance, when compared to that of broad match mechanisms, gives us an insight into the net benefit of broad match keywords. The broad match mechanism can also be viewed as a mechanism that copes with severe communication constraint i.e. the valuation of an advertiser is described by many more numbers than the search engine can solicit.