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2010 8th Annual Communication Networks and Services Research Conference
Penalized Second Price: A New Pricing Algorithm for Advertising in Search Engines
Montreal, Quebec, Canada
May 11-May 14
ISBN: 978-0-7695-4041-2
ASCII Text
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Antonio Grillo, Alessandro Lentini, Maurizio Naldi, Giuseppe F. Italiano, "Penalized Second Price: A New Pricing Algorithm for Advertising in Search Engines," Communication Networks and Services Research, Annual Conference on, pp. 207-214, 2010 8th Annual Communication Networks and Services Research Conference, 2010.
 
 
BibTex
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@article{ 10.1109/CNSR.2010.13,
author = {Antonio Grillo and Alessandro Lentini and Maurizio Naldi and Giuseppe F. Italiano},
title = {Penalized Second Price: A New Pricing Algorithm for Advertising in Search Engines},
journal ={Communication Networks and Services Research, Annual Conference on},
volume = {0},
year = {2010},
isbn = {978-0-7695-4041-2},
pages = {207-214},
doi = {http://doi.ieeecomputersociety.org/10.1109/CNSR.2010.13},
publisher = {IEEE Computer Society},
address = {Los Alamitos, CA, USA},
}
 
 
RefWorks Procite/RefMan/Endnote
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TY - CONF
JO - Communication Networks and Services Research, Annual Conference on
TI - Penalized Second Price: A New Pricing Algorithm for Advertising in Search Engines
SN - 978-0-7695-4041-2
SP207
EP214
A1 - Antonio Grillo,
A1 - Alessandro Lentini,
A1 - Maurizio Naldi,
A1 - Giuseppe F. Italiano,
PY - 2010
KW - keyword auction
KW - price mechanism
KW - search engine
VL - 0
JA - Communication Networks and Services Research, Annual Conference on
ER -
 
Strategic bidding coupled with the GSP pricing mechanism is known to lead to aggressive bidding behaviour and Competitor Busting in keyword auctions. We introduce a new pricing mechanism, named Penalized Second Pricing (PSP), to help reducing the unfair effects of aggressive bidding.The performances of GSP and PSP are evaluated both in a static and a dynamic context, where the number of bidders may change during the auction. The simulation experiments show that PSP not only discourages aggressive bidding behaviour, but also leads to larger revenues for the auctioneer than those obtained with GSP.
Index Terms:
keyword auction, price mechanism, search engine
Citation:
Antonio Grillo, Alessandro Lentini, Maurizio Naldi, Giuseppe F. Italiano, "Penalized Second Price: A New Pricing Algorithm for Advertising in Search Engines," cnsr, pp.207-214, 2010 8th Annual Communication Networks and Services Research Conference, 2010
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