On Multiple Keyword Sponsored Search Auctions with Budgets
نویسندگان
چکیده
منابع مشابه
On Multiple Round Sponsored Search Auctions with Budgets
In a sponsored search auction the advertisement slots on a search result page are generally ordered by click-through rate. Bidders have a valuation, which is usually assumed to be linear in the click-through rate, a budget constraint, and receive at most one slot per search result page (round). We study multi-round sponsored search auctions, where the different rounds are linked through the bud...
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We study the problem of designing envy-free sponsored search auctions, where bidders are budgetconstrained. Our primary goal is to design auctions that maximize social welfare and revenue — two classical objectives in auction theory. For this purpose, we characterize envy-freeness with budgets by proving several elementary properties including consistency, monotonicity and transitivity. Based o...
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The generalized second price (GSP) auction has served as the core selling mechanism for sponsored search ads for over a decade. However, recent trends expanding the set of allowed ad formats—to include a variety of sizes, decorations, and other distinguishing features—have raised critical problems for GSP-based platforms. Alternatives such as the Vickrey-Clarke-Groves (VCG) auction raise di↵ere...
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In sponsored search auctions advertisers typically pay a fixed amount per click that their advertisements receive. In particular, the advertiser and the publisher enter into a contract (e.g., the publisher displays the ad; the advertiser pays the publisher 10 cents per click), and each party’s subjective value for such a contract depends on their estimated click-through rates (CTR) for the ad. ...
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Sponsored search involves running an auction among advertisers who bid in order to have their ad shown next to search results for specific keywords. The most popular auction for sponsored search is the “Generalized Second Price” (GSP) auction where advertisers are assigned to slots in the decreasing order of their score, which is defined as the product of their bid and click-through rate. One o...
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ژورنال
عنوان ژورنال: ACM Transactions on Economics and Computation
سال: 2016
ISSN: 2167-8375,2167-8383
DOI: 10.1145/2818357