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中文摘要：
点击率对广告商或搜索引擎都非常重要,引入用户感兴趣的内容来提高广告点击率是非常有现实意义的。本文在广义第二价格拍卖模型的基础上引入了兴趣度因子,建立了基于兴趣度的广告拍卖模型,确定了新的排名规则、支付规则、占优均衡策略等。仿真实验验证了广告拍卖模型的有效性。
英文摘要：
The keyword auction is very meaningful for search engines and advertisers. We lead the user interest contents into a new mechanism to increase the click through rate. We introduce the interest factor based on GSP and create a new advertising model based on interest. Also, we determine a new ranking rule, payment rule, dominant equilibrium strate- gy and some other rules. The simulation experiment verify the effectiveness of the advertising auction model.
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