Sponsored search auctions are used to allocate ad slots to advertisers. The standard mechanism for sponsored search auctions is the Generalized-Second- Price (GSP) auction. Even if GSP seems to be established, a lot of open problems remain in the area and many significant researches have been done in the recent years. My research proposal is focusing in some specific aspects of the sponsored search auctions like revenue maximization and the design of mechanisms that obtain some form of social efficiency. In this paper we start from a brief history of the sponsored search auctions and then we present the formal model. In the last two sections I will introduce the obtained results and some open problems. © 2013 ACM.
Sponsored search auctions / COLINI BALDESCHI, Riccardo. - ELETTRONICO. - (2013), pp. 737-740. (Intervento presentato al convegno 6th ACM International Conference on Web Search and Data Mining, WSDM 2013 tenutosi a Rome nel 4 February 2013 through 8 February 2013) [10.1145/2433396.2433488].
Sponsored search auctions
COLINI BALDESCHI, RICCARDO
2013
Abstract
Sponsored search auctions are used to allocate ad slots to advertisers. The standard mechanism for sponsored search auctions is the Generalized-Second- Price (GSP) auction. Even if GSP seems to be established, a lot of open problems remain in the area and many significant researches have been done in the recent years. My research proposal is focusing in some specific aspects of the sponsored search auctions like revenue maximization and the design of mechanisms that obtain some form of social efficiency. In this paper we start from a brief history of the sponsored search auctions and then we present the formal model. In the last two sections I will introduce the obtained results and some open problems. © 2013 ACM.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
