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Indexed by:期刊论文

Date of Publication:2013-01-01

Journal:ICIC Express Letters

Included Journals:EI、Scopus

Volume:7

Issue:10

Page Number:2729-2734

ISSN No.:1881803X

Abstract:The ranking rules of sponsored search auctions are very important for search engines (auctioneers). In this paper, a model of competing auctioneers with various ranking strategy profiles is developed and the equilibrium ranking strategies are analyzed. The advertisers are classified into two types including high-quality ones and low-quality ones. The probabilities that advertisers with different types participate in different auctions and the auctioneers' expected revenues with different ranking strategy profiles are calculated. At last the equilibrium ranking strategies of the competing auctioneers are analyzed by numerical examples. ? 2013 ICIC International.