An Expressive Auction Design for Online Display Advertising
Source:
National Conference on Artificial Intelligence (AAAI) (2008)
Abstract:
We propose an expressive auction design that allows advertisers
to specify the kinds of demographics and websites they
wish to target within an advertising network. The design allows
the network to differentiate impressions according to
relevant attributes (e.g., geographic location of the user, topic
of the webpage). Advertisers can place bids for different
kinds of impressions according to their attributes, and can
also specify volume constraints to control exposure. The novelty
of the design is a bidding language that admits scalable
allocation and pricing algorithms. We discuss the incentive
properties of different pricing approaches. We also propose
a bidder feedback mechanism to mitigate the complexity of
expressive bidding.
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