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    GSP with General Independent Click-Through-Rates *

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    Abstract The popular generalized second price (GSP) auction for sponsored search is built upon a separable model of click-through-rates that decomposes the likelihood of a click into the product of a "slot effect" and an "advertiser effect"-if the first slot is twice as good as the second for some bidder, then it is twice as good for everyone. Though appealing in its simplicity, this model is quite suspect in practice. A wide variety of factors including externalities and budgets have been studied that can and do cause it to be violated. In this paper we adopt a view of GSP as an iterated second price auction (see, e.g., Milgrom [2010]) and study how the most basic violation of separability-position dependent, arbitrary public click-throughrates that do not decompose-affects results from the foundational analysis of GS
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