| 摘要 |
Auction systems receive bids for items and select a winning item during each round of the auction. In an embodiment an automated on-line auction system for sponsored links is described. In the embodiment, for each advertisement a total expected utility is calculated over all advertisements and all anticipated future rounds of the auction. In an embodiment, an advertisement with the highest such total expected utility may be selected as the winner of the round of the auction and the advertiser is charged no matter whether the advertisement is clicked or not. In some embodiments the charge may be related to the externality that the winning advertisement imposes on the current round of the auction which can be thought of as the expected profits foregone by the other advertisers.
|
