TY - GEN
T1 - GSP-ExR
T2 - 17th International Conference on World Wide Web 2008, WWW'08
AU - Sakurai, Yuko
AU - Iwasaki, Atsushi
AU - Saito, Yasumasa
AU - Yokoo, Makoto
PY - 2008
Y1 - 2008
N2 - We propose a keyword auction protocol called the Generalized Second Price with an Exclusive Right (GSP-ExR). In existing keyword auctions, the number of displayed advertisements is determined in advance. Thus, we consider adjusting the number of advertisements dynamically based on bids. In the GSP-ExR, the number of slots can be either 1 or K. When K slots are displayed, the protocol is identical to the GSP. If the value per click of the highest ranked bidder is large enough, then this bidder can exclusively display her advertisement by paying a premium. Thus, this pricing scheme is relatively simple and seller revenue is at least as good as the GSP. Also, in the GSP-ExR, the highest ranked bidder has no incentive to change the number of slots by over/under-bidding as long as she retains the top position.
AB - We propose a keyword auction protocol called the Generalized Second Price with an Exclusive Right (GSP-ExR). In existing keyword auctions, the number of displayed advertisements is determined in advance. Thus, we consider adjusting the number of advertisements dynamically based on bids. In the GSP-ExR, the number of slots can be either 1 or K. When K slots are displayed, the protocol is identical to the GSP. If the value per click of the highest ranked bidder is large enough, then this bidder can exclusively display her advertisement by paying a premium. Thus, this pricing scheme is relatively simple and seller revenue is at least as good as the GSP. Also, in the GSP-ExR, the highest ranked bidder has no incentive to change the number of slots by over/under-bidding as long as she retains the top position.
UR - http://www.scopus.com/inward/record.url?scp=57349165300&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=57349165300&partnerID=8YFLogxK
U2 - 10.1145/1367497.1367670
DO - 10.1145/1367497.1367670
M3 - Conference contribution
AN - SCOPUS:57349165300
SN - 9781605580852
T3 - Proceeding of the 17th International Conference on World Wide Web 2008, WWW'08
SP - 1089
EP - 1090
BT - Proceeding of the 17th International Conference on World Wide Web 2008, WWW'08
Y2 - 21 April 2008 through 25 April 2008
ER -