ABSTRACT
In order to improve the first-price auction online charging mechanism, second-price auction charging mechanism is used because of its suitability for online keyword auction (Edelman, 2007). In second-price auction, the highest bidder pays the amount called out by the second highest bidder. As each bidder makes a bid, the highest
1 INTRODUCTION
In recent years, the Internet continues to thrive while mobile devices and Internet-to-Home are becoming more popular with each passing year, resulting in all kinds of network applications, inquiries, and e-commerce becoming the mainstream of the digital home. The international research and consultancy firm Gartner identified the top ten strategic technology trends for 2014. The technology that would have a significant impact on enterprises in the next three years include: the Internet, possible changes in information technology or businesses, investment requirements, and risk assessment. Within the next two years, enterprises should make prudent decisions on whether these technologies can meet the expected demand in order to facilitate long-term planning and adjustment of business development strategies. Therefore, as a response to these trends, this research made a study on keyword search auction technology in the Internet.
