| Summary: | 碩士 === 南華大學 === 資訊管理學系碩士班 === 99 === Online advertising has been one of the few advertising platforms that have shown revenue growth fast over the past years. Especially, Search engines including Yahoo and Google utilize the Keyword Auction for ranking the advertisements displayed around the search results in the web page. In the early years of Keyword Auctions, the Generalized First Price (GFP) auction was used. Since all winners pay their bid in the first price, they have incentive to under-bid to reduce their payment. As a result, biding prices oscillate, and the outcome becomes quite unstable. To overcome the problem, the Generalized Second Price (GSP) auction was applied in the current search engine. This paper studied the auction strategy of Keyword Search for sponsors in order to find the relationship between the revenue of search engine and the speed of auction.
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