Journal of East China Normal University(Natural Sc ›› 2013, Vol. 2013 ›› Issue (3): 60-69.

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Research on the mechanism design and measure of quality for online advertising in consideration of reputation

YIN Hong 1, XU Yan-ru 2, WANG Chang-bo 2   

  1. 1. Business School, East China Normal University, Shanghai 200062, China;
    2. Software Engineering Institute, East China Normal University, Shanghai 200062, China
  • Received:2013-03-01 Revised:2013-04-01 Online:2013-05-25 Published:2013-07-10

Abstract: How to get the maximum profit with online advertising is the most concern issue for advertisers. However, only pursuing the Click Through Rate maybe can not bring the maximum profit, which even induces huge amounts of network fraud information and fraudulent transaction. Considering the factors of the advertisers’ reputation, matching degree of product and clicking value, based on the mechanism design theory, an optimal launching mechanism for online advertising was proposed here, Further, the quality measure of advertise launching was calculated based on our mechanism. Through the final simulation testing and visual analysis, it was shown that our mechanism considering reputation has superiority on the launching efficiency.

Key words: online advertising, mechanism design, advertiser reputation, measure of quality

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