Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords
نویسندگان
چکیده
منابع مشابه
Optimal Reserve Price for the Generalized Second-price Auction in Sponsored Search Advertising
In sponsored search advertising advertisers bid ad links pertaining to a keyword from search engines. This paper presents a pricing model for sponsored search advertising in a dynamic framework. It focuses on the generalized second-price auction, which is widely used by major search engines including Google and Yahoo!. Unlike the assertion in the literature that the number of advertisers and th...
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15 صفحه اولX Revenue Optimization in the Generalized Second-Price Auction
In this paper, we consider the question of how to optimize revenue in advertising auctions without changing away from the generalized second-price paradigm that has become the de facto standard. We consider several different GSP variants (including squashing and different types of reserve prices), and how to set their parameters optimally. Our main finding is that unweighted reserve prices (i.e...
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ژورنال
عنوان ژورنال: American Economic Review
سال: 2007
ISSN: 0002-8282
DOI: 10.1257/aer.97.1.242