Method of Second Price Auction with Monopoly Reserve Price and Apparatus Conducting the Same

摘要

The present application relates to systems and computer-implemented methods for conducting a second price auction associated with an opportunity to realize an online advertisement. In some implementations, advertisers may be informed with the opportunity to realize the online advertisement, and may be provided with information associated with a user that may view the opportunity to realize the online advertisement; an individual reserve price may then be determined for each advertiser, based on the advertiser's individual bidding preference and the information associated with the user; and then the auction may be conducted to determine a winning bidder among candidate advertisers whose bidding price is higher than the individual reserve price associated therewith, using second price method.