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arXiv · 1209.0832

Coopetitive Ad Auctions

Darrell Hoy·Kamal Jain·Christopher A. Wilkens
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Abstract

A single advertisement often benefits many parties, for example, an ad for a Samsung laptop benefits Microsoft. We study this phenomenon in search advertising auctions and show that standard solutions, including the status quo ignorance of mutual benefit and a benefit-aware Vickrey-Clarke-Groves mechanism, perform poorly. In contrast, we show that an appropriate first-price auction has nice equilibria in a single-slot ad auction --- all equilibria that satisfy a natural cooperative envy-freeness condition select the welfare-maximizing ad and satisfy an intuitive lower-bound on revenue.

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Darrell Hoy, Kamal Jain, Christopher A. Wilkens. 2012-09-04. Coopetitive Ad Auctions. https://arxiv.org/abs/1209.0832

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