宽匹配还是不宽匹配：拍卖师的困境？
To Broad-Match or Not to Broad-Match : An Auctioneer's Dilemma ?
摘要：
我们开始研究赞助搜索广告的一个有趣的方面，即广泛匹配的后果，广告商的广告可以被映射到更广泛的相关查询，而不一定是特定的关键字（S），广告相关联的功能。从一个非常自然的设置为广告商提供的策略，并通过仔细观察算法的镜头，我们首先提出了解决方案的概念，游戏起源于广告商的战略行为，因为他们试图优化他们的预算分配在各种关键字。接下来，我们考虑两个广泛的匹配场景的基础上的因素，如广告商和拍卖商之间的信息不对称，以及拍卖商的控制程度上的预算分裂。在第一种情况下，广告商拥有关于广泛匹配和相关参数的全部信息，并且可以重新分配他们自己的预算以利用额外的信息;特别地，拍卖商对预算分割没有直接控制。我们发现，相同的广泛匹配可能会导致不同的均衡，一个导致收入的改善，而另一个收入损失。这让拍卖人陷入了两难境地--是否要广泛匹配。这促使我们考虑另一个广泛的匹配场景，其中广告商只知道当前场景的信息，并且当前场景中未花费的预算的分配由拍卖师控制。我们观察到，拍卖人总是可以通过明智地使用宽匹配来提高他的收入。因此，信息对于拍卖师来说似乎是一把双刃剑。
英文摘要：
We initiate the study of an interesting aspect of sponsored search advertising, namely the consequences of broad match-a feature where an ad of an advertiser can be mapped to a broader range of relevant queries, and not necessarily to the particular keyword(s) that ad is associated with. Starting with a very natural setting for strategies available to the advertisers, and via a careful look through the algorithmic lens, we first propose solution concepts for the game originating from the strategic behavior of advertisers as they try to optimize their budget allocation across various keywords. Next, we consider two broad match scenarios based on factors such as information asymmetry between advertisers and the auctioneer, and the extent of auctioneer's control on the budget splitting. In the first scenario, the advertisers have the full information about broad match and relevant parameters, and can reapportion their own budgets to utilize the extra information; in particular, the auctioneer has no direct control over budget splitting. We show that, the same broad match may lead to different equilibria, one leading to a revenue improvement, whereas another to a revenue loss. This leaves the auctioneer in a dilemma - whether to broad-match or not. This motivates us to consider another broad match scenario, where the advertisers have information only about the current scenario, and the allocation of the budgets unspent in the current scenario is in the control of the auctioneer. We observe that the auctioneer can always improve his revenue by judiciously using broad match. Thus, information seems to be a double-edged sword for the auctioneer.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
