| Revenue from keyword ads is the main source of revenue for search engines.It is the revenue generated by keyword advertising that enables search engines to provide a large number of free services to Internet users.Therefore,if search engines want to gain greater benefits,they must design better auction mechanism of keyword advertisements.In reality,search engines are often the mechanism designers of keyword auctions.Therefore,the research in this aspect is the driving force for search engines to develop continuously.This thesis takes keyword auction as the research object,uses for the reference the research results of mechanism design,sequential auction,Markov decision process and stochastic game.In this thesis,we give the auction forms with the advertisers having nonlinear valuation,based on sequential auction and direct mechanism are put forward respectively.This thesis has obtained the following research results:(1)Considering that the advertiser has a nonlinear valuation function,a keyword auction model based on sequential auction is established,and the whole auction process is modeled with the stochastic game,and the Markov equilibrium of the stochastic game is obtained.Finally,a numerical example is given to verify the above conclusions.The advantage of the model based on sequential auction is intuitive,and the search engine is relatively simple to calculate.(2)Considering that advertisers have nonlinear valuation function,a keyword auction model based on direct mechanism is presented.In this model,the advertiser only needs to report his type before the auction begins,and then the AD allocation process is completed by the search engine.And through the Markov decision process to provide an efficient allocation rules,as well as an ideal payment rules,so that advertisers will truthfully report their types.This thesis studies the keyword auction under the condition that advertisers have nonlinear valuation function,which has certain guiding significance and reference value for the better development of China’s Internet advertising industry. |
