GSP-ExR: GSP protocol with an exclusive right for keyword auctions

Yuko Sakurai, Atsushi Iwasaki, Yasumasa Saito, Makoto Yokoo

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.

Original languageEnglish
Title of host publicationProceeding of the 17th International Conference on World Wide Web 2008, WWW'08
Pages1089-1090
Number of pages2
DOIs
Publication statusPublished - Dec 15 2008
Event17th International Conference on World Wide Web 2008, WWW'08 - Beijing, China
Duration: Apr 21 2008Apr 25 2008

Publication series

NameProceeding of the 17th International Conference on World Wide Web 2008, WWW'08

Other

Other17th International Conference on World Wide Web 2008, WWW'08
CountryChina
CityBeijing
Period4/21/084/25/08

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications

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  • Cite this

    Sakurai, Y., Iwasaki, A., Saito, Y., & Yokoo, M. (2008). GSP-ExR: GSP protocol with an exclusive right for keyword auctions. In Proceeding of the 17th International Conference on World Wide Web 2008, WWW'08 (pp. 1089-1090). (Proceeding of the 17th International Conference on World Wide Web 2008, WWW'08). https://doi.org/10.1145/1367497.1367670