Ferry Kristanto — Sponsored Search Auctions
|Time:||Wednesday, February 1, 2012|
|Location:||Room 101, Citadel|
There are many forms of internet advertising, in which sponsored search is one of the most popular advertising forms. Sponsored search turns out to generate millions of dollars in the business. In this form of advertising, search engine sells several advertisement slots to some interested advertisers. The advertisers place bids and then the search engine determines the allocation and price for the slots via certain auction mechanism. This talk will first discuss about some popular auction mechanisms such as Generalized First Price Auction, Generalized Second Price Auction, and Vickrey-Clarke-Groves. Next, we apply them to sponsored search auction problem. Equilibrium analysis for each auction mechanism will be discussed, and finally I propose some directions to further research.