一种基于鼠标光标信息的按注意力定价拍卖方案
A Price-Per-Attention Auction Scheme Using Mouse Cursor Information
摘要：
在线广告拍卖中的付款通常来自点击率，因此广告商不会为无效广告付费。但广告商通常关心的不仅仅是点击量。也就是说，例如，如果他们的目标是提高品牌知名度或知名度。因此，有机会设计一个更有效的广告定价模式，只有在广告被真正注意到的情况下才支付广告费。本文提出了一种新的拍卖格式的基础上按次付费（PPA）计划。我们发现，PPA拍卖继承了理想的属性（防策略和效率），其按印象付费和按点击付费的同行，它也比较有利的收入。为了使PPA格式可行，我们还提供了一种可扩展的诊断技术，仅使用原始鼠标光标坐标来预测用户对赞助搜索中广告的关注，而不管页面内容和结构如何。我们使用用户注意力预测的数值模拟来评估PPA拍卖计划。我们的研究结果表明，在相关的经济环境中，PPA的收入将严格高于现有的拍卖支付计划。
英文摘要：
Payments in online ad auctions are typically derived from click-through rates, so that advertisers do not pay for ineffective ads. But advertisers often care about more than just clicks. That is, for example, if they aim to raise brand awareness or visibility. There is thus an opportunity to devise a more effective ad pricing paradigm, in which ads are paid only if they are actually noticed. This article contributes a novel auction format based on a pay-per-attention (PPA) scheme. We show that the PPA auction inherits the desirable properties (strategy-proofness and efficiency) as its pay-per-impression and pay-per-click counterparts, and that it also compares favourably in terms of revenues. To make the PPA format feasible, we also contribute a scalable diagnostic technology to predict user attention to ads in sponsored search using raw mouse cursor coordinates only, regardless of the page content and structure. We use the user attention predictions in numerical simulations to evaluate the PPA auction scheme. Our results show that, in relevant economic settings, the PPA revenues would be strictly higher than the existing auction payment schemes.
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。
