2014
DOI: 10.12785/amis/080355
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Bid Increment Adjusting Strategies in English Auction-based Sponsored Search

Abstract: Abstract:English auctions are applied in many current e-commerce applications because of the easy implementation. Some sponsored search advertising (SSA) services consider the ascending bidding rules of English auctions to determine winners. However, the high computation cost of determining winners is the major drawback of the English auction-based SSAs. Because the SSA is an online service, Internet users do not wait for a long time to receive the search result pages. In this paper, we provide a mechanism to … Show more

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