The Generalized Second Price (GSP) auction has appealing properties when ads are simple (text based and identical in size), but does not generalize to richer ad settings, whereas truthful mechanisms such as VCG do. However, a straight switch from GSP to VCG incurs significant revenue loss for the search engine. We introduce a transitional mechanism which encourages advertisers to update their bids to their valuations, while mitigating revenue loss. In this setting, it is easier to propose first a payment function rather than an allocation function, so we give a general framework which guarantees incentive compatibility by requiring that the payment functions satisfy two specific properties. Finally, we analyze the revenue impacts of our mechanism on a sample of Bing data.

Mobile geo-location advertising, where mobile ads are targeted based on a user’s location, has been identified as a key growth factor for the mobile market. As with online advertising, a crucial ingredient for their success is the development of effective economic mechanisms. An important difference is that mobile ads are shown sequentially over time and information about the user can be learned based on their movements. Furthermore, ads need to be shown selectively to prevent ad fatigue. To this end, we introduce, for the first time, a user model and suitable economic mechanisms which take these factors into account. Specifically, we design two truthful mechanisms which produce an advertisement plan based on the user’s movements. One mechanism is allocatively efficient, but requires exponential compute time in the worst case. The other requires polynomial time, but is not allocatively efficient. Finally, we experimentally evaluate the trade off between compute time and efficiency of our mechanisms.

We examine trade-offs among stakeholders in ad auctions. Our metrics are the revenue for the utility of the auctioneer, the number of clicks for the utility of the users and the welfare for the utility of the advertisers. We show how to optimize linear combinations of the stakeholder utilities, showing that these can be tackled through a GSP auction with a per-click reserve price. We then examine constrained optimization of stakeholder utilities.

Recently there is an increase in smaller, domain-specific search engines that scour the deep web finding information that general-purpose engines are unable to discover. These search engines play a crucial role in the new generation of search paradigms where federated search engines (FSEs) integrate search results from heterogeneous sources. In this paper we pose, for the first time, the problem to design a revenue mechanism that ensures profits both to individual search engines and FSEs as a mechanism design problem. To this end, we extend the sponsored search auction models and we discuss possibility and impossibility results on the implementation of an incentive compatible mechanism. Specifically, we develop an execution-contingent VCG (where payments depend on the observed click behavior) that satisfies both individual rationality and weak budget balance in expectation.