2010 Fiscal Year Final Research Report
Theoretical analysis of position auctions
| 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 |
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Principal Investigator |
KAMIJO Yoshio Waseda University, 高等研究所, 助教 (40453972)
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| Project Period (FY) |
2009 – 2010
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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 |
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| 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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