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Collections :	Ιδρυματικό Αποθετήριο ΟΠΑ / AUEB Institutional Repository Σχολή Επιστημών και Τεχνολογίας της Πληροφορίας / School of Informatics Τμήμα Πληροφορικής / Department of Informatics Μεταπτυχιακές Εργασίες / Postgraduate dissertations

Title :	Data analysis and bidding strategies in sponsored search auctions

Alternative Title :	Ανάλυση δεδομένων και στρατηγικές υποβολής προσφορών σε δημοπρασίες με λέξεις κλειδιά

Creator :	Σωτήρη, Μαρία

Contributor :	Μαρκάκης, Ευάγγελος (Επιβλέπων καθηγητής) Σταμούλης, Γεώργιος (Επιβλέπων καθηγητής) Οικονομικό Πανεπιστήμιο Αθηνών, Τμήμα Εφαρμοσμένης Πληροφορικής (Degree granting institution)

Type :	Text

Notes :	Εργασία υποβληθείσα ως μέρος των απαιτήσεων για την απόκτηση Μεταπτυχιακού Διπλώματος Ειδίκευσης στα Πληροφοριακά Συστήματα

Extent :	60p.

Language :	en

Abstract :	In this thesis is provided an overview of the sponsored search auction market, its structure and is examined its mechanisms over the years, since the first sponsored search auction till nowadays. Their characteristics, their similarities and differences are presented. The author performs an analysis of Overture’s paid placement auctions between June 2002 and June 2003, through a dataset provided as part of the Yahoo! Webscope program for use for academic research purposes. He also looks up present research concerning the Click Through Rate estimation and try different distributions in calculating its reduction as we move down on the list of sponsored search results. Findings indicate that the geometric distribution may fit real data very well in some cases, while in other cases smaller or larger deviations may occur.

Abstract :

In this thesis is provided an overview of the sponsored search auction market, its structure and is examined its mechanisms over the years, since the first sponsored search auction till nowadays. Their characteristics, their similarities and differences are presented. The author performs an analysis of Overture’s paid placement auctions between June 2002 and June 2003, through a dataset provided as part of the Yahoo! Webscope program for use for academic research purposes. He also looks up present research concerning the Click Through Rate estimation and try different distributions in calculating its reduction as we move down on the list of sponsored search results. Findings indicate that the geometric distribution may fit real data very well in some cases, while in other cases smaller or larger deviations may occur.

Subject :	Internet Advertising Networks Information systems

Date Issued :	02-2011

Licence :

File: Sotiri_2011.pdf

Type: application/pdf

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