搜索引擎的广告位销售问题

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Peking University
4.6 (99 ratings) | 5.8K Students Enrolled
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4.6 (99 ratings)
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ES

Sep 24, 2015

Very interesting lessons. The teachers are very nice and humorous. A lot of examples and invoking questions are presented in class.

NQ

Oct 09, 2015

The course is very interesting,I like it. I was so happy when i got the certificate.

From the lesson
搜索引擎广告位的定价
本章主要讨论基于关键词的广告位销售问题和定价机制。结合前面章节讨论的匹配市场、单品拍卖以及博弈论的思想构建多广告位和多广告主之间的交易规则。采用三种不同的方法进行讨论,匹配市场的基本原则,GSP定价机制——单品次价拍卖直接扩展,VCG定价机制——单品次价拍卖优化扩展。进一步展示了这三种定价机制基于不同的理论和原则,形成广告位和广告主之间的匹配关系和价格各有不同,具有不同的性质和特点,理解它们之间的内在关系和性质有助于更好地理解前面章节涉及到的匹配市场、拍卖、博弈论。

Taught By

  • 李晓明 (Li Xiaoming)

    李晓明 (Li Xiaoming)

    教授(Professor)
  • 邱泽奇 (Qiu Zeqi)

    邱泽奇 (Qiu Zeqi)

    教授 (Professor)
  • 王卫红(Wang Weihong)

    王卫红(Wang Weihong)

    lecturer

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