10,875 research outputs found
Multi-keyword multi-click advertisement option contracts for sponsored search
In sponsored search, advertisement (abbreviated ad) slots are usually sold by
a search engine to an advertiser through an auction mechanism in which
advertisers bid on keywords. In theory, auction mechanisms have many desirable
economic properties. However, keyword auctions have a number of limitations
including: the uncertainty in payment prices for advertisers; the volatility in
the search engine's revenue; and the weak loyalty between advertiser and search
engine. In this paper we propose a special ad option that alleviates these
problems. In our proposal, an advertiser can purchase an option from a search
engine in advance by paying an upfront fee, known as the option price. He then
has the right, but no obligation, to purchase among the pre-specified set of
keywords at the fixed cost-per-clicks (CPCs) for a specified number of clicks
in a specified period of time. The proposed option is closely related to a
special exotic option in finance that contains multiple underlying assets
(multi-keyword) and is also multi-exercisable (multi-click). This novel
structure has many benefits: advertisers can have reduced uncertainty in
advertising; the search engine can improve the advertisers' loyalty as well as
obtain a stable and increased expected revenue over time. Since the proposed ad
option can be implemented in conjunction with the existing keyword auctions,
the option price and corresponding fixed CPCs must be set such that there is no
arbitrage between the two markets. Option pricing methods are discussed and our
experimental results validate the development. Compared to keyword auctions, a
search engine can have an increased expected revenue by selling an ad option.Comment: Chen, Bowei and Wang, Jun and Cox, Ingemar J. and Kankanhalli, Mohan
S. (2015) Multi-keyword multi-click advertisement option contracts for
sponsored search. ACM Transactions on Intelligent Systems and Technology, 7
(1). pp. 1-29. ISSN: 2157-690
Simplicity-Expressiveness Tradeoffs in Mechanism Design
A fundamental result in mechanism design theory, the so-called revelation
principle, asserts that for many questions concerning the existence of
mechanisms with a given outcome one can restrict attention to truthful direct
revelation-mechanisms. In practice, however, many mechanism use a restricted
message space. This motivates the study of the tradeoffs involved in choosing
simplified mechanisms, which can sometimes bring benefits in precluding bad or
promoting good equilibria, and other times impose costs on welfare and revenue.
We study the simplicity-expressiveness tradeoff in two representative settings,
sponsored search auctions and combinatorial auctions, each being a canonical
example for complete information and incomplete information analysis,
respectively. We observe that the amount of information available to the agents
plays an important role for the tradeoff between simplicity and expressiveness
Multi-Keyword Multi-Click Option Contracts for Sponsored Search Advertising
In sponsored search, advertising slots are usually sold by a search engine to an advertiser through an auction mechanism in which advertisers bid on keywords. In theory, an auction mechanism encourages the advertisers to truthfully bid for keywords. However, keyword auctions have a number of problems including: (i) volatility in revenue, (ii) uncertainty in the bidding and charged prices for advertisers’ keywords, and (iii) weak brand loyalty between the advertiser and the search engine. To address these issues, we study the possibility of creating a special option contract that alleviates these problems. In our proposal, an advertiser purchases an option in advance from a search engine by paying an upfront fee, known as the option price. The advertiser then has the right, but no obligation, to then purchase specific keywords for a fixed costper-click (CPC) for a specified number of clicks in a specified period of time. Hence, the advertiser has increased certainty in sponsored search while the search engine could raise the customers’ loyalty. The proposed option contract can be used in conjunction with traditional keyword auctions. As such, the option price and corresponding fixed CPC price must be set such that there is no arbitrage opportunity. In this paper, we discuss an option pricing model tailored to sponsored search that deals with spot CPCs of targeted keywords in a generalized second price (GSP) auction. We show that the pricing model for keywords is closely related to a special exotic option in finance that contains multiple underlying assets (multi-keywords) and is also multi-exercisable (multi-clicks). Experimental results on real advertising data verify our pricing model and demonstrate that advertising options can benefit both advertisers and search engines
The value of location in keyword auctions
Sponsored links on search engines are an emerging advertising tool, whereby a number of slots are put on sale through keyword auctions. This is also known as contextual advertising. Slot assignment and pricing in keyword auctions are then essential for the search engine\u2019s management since provide the main stream of revenues, and are typically accomplished by the Generalized Second Price (GSP) mechanism. In GSP the price of slots is a monotone function of the slot location, being larger for the highest slots. Though a higher location is associated with larger revenues, the lower costs associated with the lowest slots may make them more attractive for the advertiser. The contribution of this research is to show, by analytical and simulation results based on the theory of order statistics, that advertisers may not get the optimal slot they aim at (the slot maximizing their expected profit) and that the GSP mechanism may be unfair to all the winning bidders but the one who submitted the lowest bid
Ad auctions and cascade model: GSP inefficiency and algorithms
The design of the best economic mechanism for Sponsored Search Auctions
(SSAs) is a central task in computational mechanism design/game theory. Two
open questions concern the adoption of user models more accurate than that one
currently used and the choice between Generalized Second Price auction (GSP)
and Vickrey-Clark-Groves mechanism (VCG). In this paper, we provide some
contributions to answer these questions. We study Price of Anarchy (PoA) and
Price of Stability (PoS) over social welfare and auctioneer's revenue of GSP
w.r.t. the VCG when the users follow the famous cascade model. Furthermore, we
provide exact, randomized, and approximate algorithms, showing that in
real-world settings (Yahoo! Webscope A3 dataset, 10 available slots) optimal
allocations can be found in less than 1s with up to 1000 ads, and can be
approximated in less than 20ms even with more than 1000 ads with an average
accuracy greater than 99%.Comment: AAAI16, to appea
Econometrics for Learning Agents
The main goal of this paper is to develop a theory of inference of player
valuations from observed data in the generalized second price auction without
relying on the Nash equilibrium assumption. Existing work in Economics on
inferring agent values from data relies on the assumption that all participant
strategies are best responses of the observed play of other players, i.e. they
constitute a Nash equilibrium. In this paper, we show how to perform inference
relying on a weaker assumption instead: assuming that players are using some
form of no-regret learning. Learning outcomes emerged in recent years as an
attractive alternative to Nash equilibrium in analyzing game outcomes, modeling
players who haven't reached a stable equilibrium, but rather use algorithmic
learning, aiming to learn the best way to play from previous observations. In
this paper we show how to infer values of players who use algorithmic learning
strategies. Such inference is an important first step before we move to testing
any learning theoretic behavioral model on auction data. We apply our
techniques to a dataset from Microsoft's sponsored search ad auction system
Optimising Trade-offs Among Stakeholders in Ad Auctions
We examine trade-offs among stakeholders in ad auctions. Our metrics are the
revenue for the utility of the auctioneer, the number of clicks for the utility
of the users and the welfare for the utility of the advertisers. We show how to
optimize linear combinations of the stakeholder utilities, showing that these
can be tackled through a GSP auction with a per-click reserve price. We then
examine constrained optimization of stakeholder utilities.
We use simulations and analysis of real-world sponsored search auction data
to demonstrate the feasible trade-offs, examining the effect of changing the
allowed number of ads on the utilities of the stakeholders. We investigate both
short term effects, when the players do not have the time to modify their
behavior, and long term equilibrium conditions.
Finally, we examine a combinatorially richer constrained optimization
problem, where there are several possible allowed configurations (templates) of
ad formats. This model captures richer ad formats, which allow using the
available screen real estate in various ways. We show that two natural
generalizations of the GSP auction rules to this domain are poorly behaved,
resulting in not having a symmetric Nash equilibrium or having one with poor
welfare. We also provide positive results for restricted cases.Comment: 18 pages, 10 figures, ACM Conference on Economics and Computation
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