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Master's Dissertation
DOI
10.11606/D.45.2012.tde-23012013-011946
Document
Author
Full name
Atol Fortin de Oliveira
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2012
Supervisor
Committee
Fernandes, Cristina Gomes (President)
Mandel, Arnaldo
Miyazawa, Flávio Keidi
Title in Portuguese
Leilões para publicidade na Internet
Keywords in Portuguese
Internet.
leilões
mecanismos
publicidade
teoria dos jogos
Abstract in Portuguese
Neste projeto apresentamos três modelos para publicidade na Internet, e mecanismos associados a cada modelo, analisando suas propriedades como estabilidade, otimalidade, prova de estratégia, e consumo de tempo. Primeiramente apresentamos um dos primeiros artigos publicados sobre o problema de leilões para publicidade na Internet, que descreve essencialmente o funcionamento dos atuais leilões para publidade na Internet. Em seguida, apresentamos outros dois modelos. O primeiro deles permite publicidade com exclusividade. O segundo modelo permite mais opções ao leiloeiro e aos anunciantes, ao permitir preços mínimos de venda e preços máximos de compra.
Title in English
Auctions for Internet advertising
Keywords in English
advertisement
auctions
game theory
Internet.
mechanisms
Abstract in English
In this project we present three Internet sponsored search advertising models, and mechanisms related to each model, analyzing properties such as stability, optimality, strategy-proof, and time consumption. We start presenting one of the first articles on the problem of sponsored search advertising. Next, we present other two models. The first one allows exclusivity advertising. The second model allows a wider variety of options for both the auctioneer and the bidders, including minimum selling prices and maximum buying prices.
 
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dissertacao_final.pdf (42.37 Mbytes)
Publishing Date
2013-01-23
 
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