Towards better models of externalities in sponsored search auctions
نویسندگان
چکیده
منابع مشابه
Towards Better Models of Externalities in Sponsored Search Auctions
Sponsored Search Auctions (SSAs) arguably represent the problem at the intersection of computer science and economics with the deepest applications in real life. Within the realm of SSAs, the study of the effects that showing one ad has on the other ads, a.k.a. externalities in economics, is of utmost importance and has so far attracted the attention of much research. However, even the basic qu...
متن کاملWhich mechanism for sponsored search auctions with externalities?
Sponsored search is one of the most successful applications of economic mechanisms in real life. A crucial issue is the modeling of the user behavior to provide the best targeting of ads to each user. Experimental studies show that the click through rate of an ad is dramatically affected by both its position and the other displayed ads. However, these externalities rise severe currently open co...
متن کاملExternalities among Advertisers in Sponsored Search
We introduce a novel computational model for single-keyword auctions in sponsored search, which explicitly models externality effects among the advertisers, an aspect that has not been (fully) reflected in the existing models, and is known to be prevalent in the behavior of real advertisers. Our model takes into account both positive and negative correlations between any pair of advertisers, an...
متن کاملContract Auctions for Sponsored Search
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. ...
متن کاملCost of Conciseness in Sponsored Search Auctions
We study keyword auctions in a model where each advertiser has a value for every slot, which is not necessarily proportional to the number of clicks the advertiser expects to receive in that slot. In our model, advertisers need not only derive values from clicks on their ad, nor do they need to value clicks in all slots equally. This model encompasses a variety of advertising objectives, includ...
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ژورنال
عنوان ژورنال: Theoretical Computer Science
سال: 2018
ISSN: 0304-3975
DOI: 10.1016/j.tcs.2018.06.011