research-article

Incorporating user utility into sponsored-search auctions

Authors:

Yagil Engel,

David Maxwell ChickeringAuthors Info & Claims

AAMAS '08: Proceedings of the 7th international joint conference on Autonomous agents and multiagent systems - Volume 3

Pages 1565 - 1568

Published: 12 May 2008 Publication History

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Abstract

We study principled methods for incorporating user utility into the selection of sponsored search ads. We describe variations of the GSP allocation/pricing mechanism that accommodate these user utility functions, we provide interesting and useful parallels of some of the theoretical properties from the traditional GSP mechanisms in the new GSP variations, and we present simulation results that exemplify the use of the ranking system.

References

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S. Athey and G. Ellison. Position auctions with consumer search. Unpublished, 2007.

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T. Borgers, I. Cox, M. Pesendorfer, and V. Petricek. Equilibrium bids in sponsored search auctions: Theory and evidence. Unpublished, 2007.

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B. Edelman, M. Ostrovsky, and M. Schwarz. Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. American Economic Review, 97:242--259, 2007.

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K. Järvelin and J. Kekäläinen. IR evaluation methods for retrieving highly relevant documents. In Proceedings of SIGIR, pages 41--48, 2000.

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R. L. Keeney and H. Raiffa. Decisions with Multiple Objectives: Preferences and Value Tradeoffs. Wiley, 1976.

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S. Lahaie. An analysis of alternative slot auction designs for sponsored search. In 7th ACM Conference on Electronic Commerce, pages 218--227, 2006.

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H. Varian. Position auctions. International Journal of Industrial Organization, forthcoming.

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Cited By

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Tran-Thanh LStavrogiannis LNaroditskiy VRobu VJennings NKey P(2014)Efficient regret bounds for online bid optimisation in budget-limited sponsored search auctionsProceedings of the Thirtieth Conference on Uncertainty in Artificial Intelligence10.5555/3020751.3020835(809-818)Online publication date: 23-Jul-2014
https://dl.acm.org/doi/10.5555/3020751.3020835
Wang YWei BYan JChen ZDu Q(2012)Multi-objective optimization for sponsored searchProceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy10.1145/2351356.2351359(1-9)Online publication date: 12-Aug-2012
https://dl.acm.org/doi/10.1145/2351356.2351359

Index Terms

Incorporating user utility into sponsored-search auctions
1. Applied computing
  1. Law, social and behavioral sciences
    1. Economics

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Published In

AAMAS '08: Proceedings of the 7th international joint conference on Autonomous agents and multiagent systems - Volume 3

May 2008

503 pages

ISBN:9780981738123

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International Foundation for Autonomous Agents and Multiagent Systems

Richland, SC

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Published: 12 May 2008

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AAMAS08

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ACM
AAAI

AAMAS08: 7th International Conference on Autonomous Agents and Multi Agent Systems

May 12 - 16, 2008

Estoril, Portugal

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Overall Acceptance Rate 1,155 of 5,036 submissions, 23%

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Tran-Thanh LStavrogiannis LNaroditskiy VRobu VJennings NKey P(2014)Efficient regret bounds for online bid optimisation in budget-limited sponsored search auctionsProceedings of the Thirtieth Conference on Uncertainty in Artificial Intelligence10.5555/3020751.3020835(809-818)Online publication date: 23-Jul-2014
https://dl.acm.org/doi/10.5555/3020751.3020835
Wang YWei BYan JChen ZDu Q(2012)Multi-objective optimization for sponsored searchProceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy10.1145/2351356.2351359(1-9)Online publication date: 12-Aug-2012
https://dl.acm.org/doi/10.1145/2351356.2351359

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Asymptotically optimal repeated auctions for sponsored search

On the design of sponsored keyword advertising slot auctions: An analysis of a generalized second-price auction approach

Multi-keyword sponsored search

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