Stochastic variability in sponsored search auctions: Observations and models

Proceedings of the ACM Conference on Electronic Commerce

Volumn , Issue , 2011, Pages 61-70

  Pin, Furcy ^a   Key, Peter ^b  

^a ECOLE NORMALE SUPÉRIEURE   (France)

^b MICROSOFT RESEARCH   (United Kingdom)

Author keywords

click through rates; game theory; generalized second price auctions; positions auctions; sponsered search auction

Indexed keywords

CLICK-THROUGH RATE; COMPUTATIONAL COSTS; GENERALIZED SECOND PRICE AUCTIONS; POSITIONS AUCTIONS; PROBABILISTIC MODELS; SPONSERED SEARCH AUCTION; SPONSORED SEARCH AUCTIONS; SPONSORED SEARCHES; VARYING PARAMETERS;

COSTS; ELECTRONIC COMMERCE; GAME THEORY;

STOCHASTIC MODELS;

EID: 79959625177     PISSN: None     EISSN: None     Source Type: Conference Proceeding    
DOI: 10.1145/1993574.1993586     Document Type: Conference Paper

References (13)

1. ABRAMS, Z., AND GHOSH, A. Auctions with revenue guarantees for sponsored search. In Proceedings of the 3rd International Workshop on Internet and Network Economics (2007), WINE'07.
2. AGGARWAL, G., GOEL, A., AND MOTWANI, R. Truthful auctions for pricing search keywords. In Proceedings of the 7th ACM conference on Electronic Commerce (2006), EC '06.
3. ATHEY, S., AND NEKIPELOV, D. A structural model of sponsored search advertising auctions. In Sixth Ad Auctions Workshop (2010), adauctions2010.
4. BORGS, C., CHAYES, J., IMMORLICA, N., JAIN, K., ETESAMI, O., AND MAHDIAN, M. Dynamics of bid optimization in online advertisement auctions. In Proceedings of the 16th international conference on World Wide Web (2007), WWW '07.
5. CARY, M., DAS, A., EDELMAN, B., GIOTIS, I., HEIMERL, K., KARLIN, A. R., MATHIEU, C., AND SCHWARZ, M. Greedy bidding strategies for keyword auctions. In Proceedings of the 8th ACM conference on Electronic commerce (2007), EC '07.
6. EDELMAN, B., OSTROVSKY, M., AND SCHWARZ, M. Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords. American Economic Review (2007), 242-259.
7. EDELMAN, B., AND SCHWARZ, M. Optimal auction design and equilibrium selection in sponsored search auctions. American Economic Review (2010).
8. GOMES, R. D., AND SWEENEY, K. S. Bayes-nash equilibria of the generalized second price auction. In Proceedings of the 10th ACM conference on Electronic Commerce (New York, NY, USA, 2009), EC '09.
9. JANSEN, B. J., AND MULLEN, T. Sponsored search: an overview of the concept, history, and technology. Int. J. Electronic Business 6, 2 (2008), 114-131.
10. MENACHE, I., OZDAGLAR, A., SRIKANT, R., AND ACEMOGLU, D. Dynamic online-advertising auctions as stochastic scheduling. In Workshop on the Economics of Networks, Systems and Computation (2009), NetEcon '09.
11. PIN, F., AND KEY, P. Stochastic variability in sponsored search auctions: Observations and models. Technical Report MSR-TR-2011-40, Microsoft Research, March 2011.
12. VARIAN, H. R. Position auctions. International Journal of Industrial Organization (2007), 1163-1178.
13. VOROBEYCHIK, Y., AND REEVES, D. M. Equilibrium analysis of dynamic bidding in sponsored search auctions. In Proceedings of the 3rd international Workshop on Internet and Network Economics (2007), WINE'07, Springer-Verlag.