Name
Abstract | ||
|---|---|---|
•We show how to determine the optimal reserve price of the weighted GSP mechanism in Bayesian settings.•We prove that the wGSP auction with this discriminatory re-serve price is a Myerson optimal auction.•This optimal reserve price can be extended to support CPA/CPC/CPM hybrid auction.•Our simulations indicate that setting a proper reserve price will make bidders transfer surplus to payment.•We describe a practical implementation method to compute optimal reserve prices in production systems. |
Year | DOI | Venue |
|---|---|---|
2014 | 10.1016/j.elerap.2014.02.003 | Electronic Commerce Research and Applications |
Keywords | Field | DocType |
Generalized second price auction,Weighted GSP,Reserve price,Optimal auction,Sponsored search auction | Economics,Reservation price,Auto auction,Microeconomics,Commerce,Generalized second-price auction,Dutch auction,Common value auction,Auction theory,Forward auction,Bidding | Journal |
Volume | Issue | ISSN |
13 | 3 | 1567-4223 |
Citations | PageRank | References |
5 | 0.48 | 13 |
Authors | ||
3 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| Yang Sun | 1 | 46 | 15.21 |
| Yunhong Zhou | 2 | 16 | 1.59 |
| Xiaotie Deng | 3 | 3887 | 340.99 |