التفاصيل البيبلوغرافية
| العنوان: |
Revenue-maximizing ranking algorithm for advertisers in sponsored search advertising using novel adaptive keyword-weighted approach. |
| المؤلفون: |
Gupta, Shikha, Mishra, Atul |
| المصدر: |
Multimedia Tools & Applications; Mar2023, Vol. 82 Issue 8, p12043-12064, 22p |
| مصطلحات موضوعية: |
INTERNET advertising, ADVERTISERS, ALGORITHMS, KEYWORD searching, ADVERTISING, SEARCH engines |
| مستخلص: |
Sponsored search has emerged as a prominent form of advertising on the internet and acts as a major source of revenue for various search engines. In this, the attention of the user is drawn towards the ads, presented as sponsored links, along with organic search results, to the entered query, on a given search engine. Advertisers bid on keywords (also referred to as bid terms) of possible future search queries and pay accordingly on getting clicked. It is observed that normally the advertisers bid on frequently occurring keywords in the search queries which often leaves the revenue space of search engines underexplored. The paper presents a novel technique for maximizing the revenue of a given search engine by an adaptive keyword-weighted approach. The proposed approach ensures weight assignment to keywords based upon their impression-winning capability adaptively and progressively. It then couples the weights assigned with the rarity factor of the keywords leading to a revenue-maximizing ranking mechanism. Advertisers with lower bid values but relevant rare keywords are explored over the higher bidders. Quantitative analysis results show that the proposed algorithm is efficient and it shows significant improvement compared to the generalized balance algorithm. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Complementary Index |
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