| Project/Area Number |
21730162
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| Research Category |
Grant-in-Aid for Young Scientists (B)
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| Allocation Type | Single-year Grants |
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| Research Field |
Economic theory
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| Research Institution | Waseda University |
|---|
Principal Investigator |
KAMIJO Yoshio Waseda University, 高等研究所, 助教 (40453972)
|
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| Project Period (FY) |
2009 – 2010
|
| Project Status |
Completed (Fiscal Year 2010)
|
| Budget Amount *help |
¥260,000 (Direct Cost: ¥200,000、Indirect Cost: ¥60,000)
Fiscal Year 2010: ¥130,000 (Direct Cost: ¥100,000、Indirect Cost: ¥30,000)
Fiscal Year 2009: ¥130,000 (Direct Cost: ¥100,000、Indirect Cost: ¥30,000)
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| Keywords | 位置オークション / キーワードオークション / 広告オークション / 一般化第二価格オークション / ゲーム理論 / 最適広告枠数 / 収入最大化 |
|---|
| Research Abstract |
A keyword auction where the internet advertisements shown in the search result page are sold is theoretically analyzed. In this study, it is found that the advertising-slot supply strategy which is adopted in practice by the internet search engines is explained by the revenue maximizing principle. In particular, restricting the number of advertisements in a search result page and highlighting the top advertisements enhance the revenue of the search engines.
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