On the theory of truthful and fair pricing for banner advertisements

We consider revenue maximization problem in banner advertisements under two fundamental concepts: Envy-freeness and truthfulness. Envy-freeness captures fairness requirement among buyers while truthfulness gives buyers the incentive to announce truthful private bids. A extension of envy-freeness named competitive equilibrium, which requires both envy-freeness and market clearance conditions, is also investigated. For truthfulness also called incentive compatible, we adapt Bayesian settings, where each buyer's private value is drawn independently from publicly known distributions. Therefore, the truthfulness we adopt is Bayesian incentive compatible mechanisms. Most of our results are positive. We study various settings of revenue maximizing problem e.g. competitive equilibrium and envy-free solution in relaxed demand, sharp demand and consecutive demand case; Bayesian incentive compatible mechanism in relaxed demand, sharp demand, budget constraints and consecutive demand cases. Our approach allows us to argue that these simple mechanisms give optimal or approximate-optimal revenue guarantee in a very robust manner

Reservation Exchange Markets for Internet Advertising

Internet display advertising industry follows two main business models. One model is based on direct deals between publishers and advertisers where they sign legal contracts containing terms of fulfillment for a future inventory. The second model is a spot market based on auctioning page views in real-time on advertising exchange (AdX) platforms such as DoubleClick\u27s Ad Exchange, RightMedia, or AppNexus. These exchanges play the role of intermediaries who sell items (e.g. page-views) on behalf of a seller (e.g. a publisher) to buyers (e.g., advertisers) on the opposite side of the market. The computational and economics issues arising in this second model have been extensively investigated in recent times. In this work, we consider a third emerging model called reservation exchange market. A reservation exchange is a two-sided market between buyer orders for blocks of advertisers\u27 impressions and seller orders for blocks of publishers\u27 page views. The goal is to match seller orders to buyer orders while providing the right incentives to both sides. In this work we first describe the important features of mechanisms for efficient reservation exchange markets. We then address the algorithmic problems of designing revenue sharing schemes to provide a fair division between sellers of the revenue collected from buyers. A major conceptual contribution of this work is in showing that even though both clinching ascending auctions and VCG mechanisms achieve the same outcome from a buyer perspective, however, from the perspective of revenue sharing among sellers, clinching ascending auctions are much more informative than VCG auctions

A Free Exchange e-Marketplace for Digital Services

The digital era is witnessing a remarkable evolution of digital services. While the prospects are countless, the e-marketplaces of digital services are encountering inherent game-theoretic and computational challenges that restrict the rational choices of bidders. Our work examines the limited bidding scope and the inefficiencies of present exchange e-marketplaces. To meet challenges, a free exchange e-marketplace is proposed that follows the free market economy. The free exchange model includes a new bidding language and a double auction mechanism. The rule-based bidding language enables the flexible expression of preferences and strategic conduct. The bidding message holds the attribute-valuations and bidding rules of the selected services. The free exchange deliberates on attributes and logical bidding rules for automatic deduction and formation of elicited services and bids that result in a more rapid self-managed multiple exchange trades. The double auction uses forward and reverse generalized second price auctions for the symmetric matching of multiple digital services of identical attributes and different quality levels. The proposed double auction uses tractable heuristics that secure exchange profitability, improve truthful bidding and deliver stable social efficiency. While the strongest properties of symmetric exchanges are unfeasible game-theoretically, the free exchange converges rapidly to the social efficiency, Nash truthful stability, and weak budget balance by multiple quality-levels cross-matching, constant learning and informs at repetitive thick trades. The empirical findings validate the soundness and viability of the free exchange

Walrasian pricing in multi-unit auctions

Multi-unit auctions are a paradigmatic model, where a seller brings multiple units of a good, while several buyers bring monetary endowments. It is well known that Walrasian equilibria do not always exist in this model, however compelling relaxations such asWalrasian envy-free pricing do. In this paper we design an optimal envy-free mechanism for multi-unit auctions with budgets. When the market is even mildly competitive, the approximation ratios of this mechanism are small constants for both the revenue and welfare objectives, and in fact for welfare the approximation converges to 1 as the market becomes fully competitive. We also give an impossibility theorem, showing that truthfulness requires discarding resources, and in particular, is incompatible with (Pareto) efficiency

On Revenue Maximization with Sharp Multi-Unit Demands

We consider markets consisting of a set of indivisible items, and buyers that have {\em sharp} multi-unit demand. This means that each buyer $i$ wants a specific number $d_i$ of items; a bundle of size less than $d_i$ has no value, while a bundle of size greater than $d_i$ is worth no more than the most valued $d_i$ items (valuations being additive). We consider the objective of setting prices and allocations in order to maximize the total revenue of the market maker. The pricing problem with sharp multi-unit demand buyers has a number of properties that the unit-demand model does not possess, and is an important question in algorithmic pricing. We consider the problem of computing a revenue maximizing solution for two solution concepts: competitive equilibrium and envy-free pricing. For unrestricted valuations, these problems are NP-complete; we focus on a realistic special case of "correlated values" where each buyer $i$ has a valuation v_i\qual_j for item $j$, where $v_i$ and \qual_j are positive quantities associated with buyer $i$ and item $j$ respectively. We present a polynomial time algorithm to solve the revenue-maximizing competitive equilibrium problem. For envy-free pricing, if the demand of each buyer is bounded by a constant, a revenue maximizing solution can be found efficiently; the general demand case is shown to be NP-hard.Comment: page2