On Design And Implementation Of Internet Advertising Auction Mechanism

Internet advertising is a kind of high-tech advertising operation which is transmitted to the Internet users through the Internet,by means of advertising banners,text links and multimedia.With the popularity of the Internet,the Internet advertising is four larger than the traditional media(newspapers,magazines,television and radio)advertising and outdoor advertising publicity better and fast transmission so that the good way of Internet advertising becomes small and medium-sized enterprise expanding the size,and for the development of international business of the company is so.However,the current auction mechanism of Internet advertising does not achieve the full use of advertising resources and maximize social welfare.In view of the above problems,the main work and contributions of this paper are as follows:1.On design of auction mechanism of banner advertisement.This mechanism consists of the greedy allocation algorithm based on buyer preferences and pricing mechanism,which improves the usage rate of advertising sites and social welfare,and has been proved to hold computational efficiency,individual rationality,budget balance,and truthfulness.In addition,the simulation result that this mechanism compared with the existing mechanism has effectively improved in the two aspects of the usage rate of cloudlets and social welfare.2.On design of streaming media advertising auction mechanism.In order to improve the usage rate of streaming media advertising resources and social welfare,we propose ad time slots allocation and pricing mechanism based on time length(ADAP-TA)and based on the distribution of the unit price(ADAP-DP)to coordinate auctions between streaming media advertising and advertisers.Furthermore,we propose a more effective mechanism on the basis of ADAP-DP.The simulation results show that,with the increase of the number of advertisers participating in the auction,the mechanism can obtain higher social welfare,but also make full use of the limited advertising resources.3.Synonymous Keyword Auction Mechanism for Advertising Sites.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.To sum up,this paper focuses on improving the utilization of advertising resources and social welfare by the study of allocation and payment of banner advertisement,streaming media advertising and keywords advertising.