Regulation Thought of Auto Bidding Advertisement for Search Engine Keywords
The technical nature of search engine in collecting and extracting mass internet information enables auto bidding advertisement based on search engine enjoys a powerful advantage beyond the rules of the game, compared with the advertisement of ordinary web page nature. However, because Internet and search engine is a newly developed matter with many of their behaviors drifting away outside the traditional government supervision and industry self-discipline, it has caused the frequent occurrence of unhealthy tendencies, provoking great dissatisfaction of society. It has become a must to effectively regulate auto bidding advertisement. The three aspects could be considered the starting points in terms of government supervision, industry self-discipline and social supervision. We shall not only insist on and perfect government supervision, but also strengthen the industry self-discipline for realizing organic entity of administrative supervision of government and management of industry self-discipline as well as organic entity of administrative review and self-discipline examination, offering useful references for perfecting the advertisement regulation mode of government leadership system in China. While guaranteeing a healthy and orderly development of search engine, our purpose is to render back an honest and clean searching environment of internet information to the public.
Zhenyu Du and Bin Liu
Q. H. Zhang "Regulation Thought of Auto Bidding Advertisement for Search Engine Keywords", Applied Mechanics and Materials, Vols. 26-28, pp. 376-381, 2010