engleski

A Bidding Agent for Advertisement Auctions: An Overview of the CrocodileAgent 2010

Sponsored search is a popular form of targeted online advertising and the most profitable online advertising revenue format. Online publishers use different formats of unit price auctions to sell advertising slots. In the Trading Agent Competition Ad Auctions (TAC/AA) game, intelligent software agents represent a publisher which conduct keyword auctions and advertisers which participate in those auctions. The publisher is designed by game creators while advertisers are designed by game entrants. Advertisers bid for the placement of their ads on the publisher’s web page and the main challenge placed before them is how to determine the right amount they should bid for a certain keyword. In this paper, we present the CrocodileAgent, our entry in the 2010 TAC AA Tournament. The agent’s architecture is presented and a series of controlled experiments are discussed.

trading agents; sponsored search; keyword auctions

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