Mechanism design of position auction with advertiser reputation for Web-search
考虑广告商信誉的搜索引擎排位拍卖的机制设计

Due to untrue advertisements appear in search results,the position auction mechanism with more attention on profit was criticized by public in China.To improve and normalize keyword search auction,we recommend a new position auction mechanism with consideration on advertiser reputations. Based on classical VCG auction,the winner determination approach is proposed.The computational formulas for all advertising slots are deduced and presented.Comparing with original position auction without reputations,the ne...