Incorporating Hidden Costs of Annoying Ads in Display Auctions

Valeria Stourm; Eric Bax

Home/Archive/arXiv

arXiv · 1411.0710

Incorporating Hidden Costs of Annoying Ads in Display Auctions

Valeria Stourm·Eric Bax

View original source ↗Read source document ↗Export metadata ↓

Abstract

Media publisher platforms often face an effectiveness-nuisance tradeoff: more annoying ads can be more effective for some advertisers because of their ability to attract attention, but after attracting viewers' attention, their nuisance to viewers can decrease engagement with the platform over time. With the rise of mobile technology and ad blockers, many platforms are becoming increasingly concerned about how to improve monetization through digital ads while improving viewer experience. We study an online ad auction mechanism that incorporates a charge for ad impact on user experience as a criterion for ad selection and pricing. Like a Pigovian tax, the charge causes advertisers to internalize the hidden cost of foregone future platform revenue due to ad impact on user experience. Over time, the mechanism provides an incentive for advertisers to develop ads that are effective while offering viewers a more pleasant experience. We show that adopting the mechanism can simultaneously benefit the publisher, advertisers, and viewers, even in the short term. Incorporating a charge for ad impact can increase expected advertiser profits if enough advertisers compete. A stronger effectiveness-nuisance tradeoff, meaning that ad effectiveness is more strongly associated with negative impact on user experience, increases the amount of competition required for the mechanism to benefit advertisers. The findings suggest that the mechanism can benefit the marketplace for ad slots that consistently attract many advertisers.

Explore related subjects

cs.GT

Keep this discovery

BibTeX RIS

Valeria Stourm, Eric Bax. 2014-11-03. Incorporating Hidden Costs of Annoying Ads in Display Auctions. https://arxiv.org/abs/1411.0710

Cite the original work for its findings. Save a collection to share your selection of sources.

KEEP EXPLORING

Related papers

arXiv2026

MMS Allocation for Chores with Online Agent Arrivals

We study the fair allocation of $m$ indivisible chores to $n$ agents with subadditive cost functions arriving online in an arbitrary order. Upon an agent's arrival, we are informed of her cost function and must irrevocably assign her a set of chores. We focus on the Maximin Share (MMS) fairness notion and aim to compute an allocation in which all items are assigned, and no agent incurs a cost more than $\alpha$ times her MMS. Without any prior information about the instance (other than $n$ and $m$), we design an algorithm with a competitive ratio of $O(\min\{n, k\log^{1+\epsilon}k, \log m\})$ for any constant $\epsilon > 0$, where $k$ denotes the number of cost function types. Our bound matches the best known offline approximation guarantees for MMS under subadditive costs and is nearly optimal with respect to all three parameters: we show that even for binary additive cost functions, no online algorithm can achieve a competitive ratio of $o(\min\{n, k\log k, \log m\})$. We then consider the setting in which the $k$ cost function types are known in advance (though the realized types of arriving agents are not). For additive cost functions, we provide an algorithm with a competitive ratio of $O(\min\{\log k, \log(kn)/\log\log(kn)\})$, and show that constant-competitive algorithms do not exist for general $k$, even for the binary additive setting. For binary additive functions when $k \le n$, we propose a $3$-competitive algorithm and establish a lower bound of $2$.

cs.GT↗

arXiv2026

Truncated Noisy Best-Response Algorithms: Toward Game Theoretic Learning with Safety Guarantees

We consider a game theoretic approach to solve multi-agent coordination problems with submodular maximization objectives. It is known for such problems that the Nash equilibria for the corresponding game are always within 50% of the optimal, but that the equilibria which achieve this worst-case bound are not stable. To exploit this instability, we propose a family of algorithms which we call Truncated Noisy Best-Response (TNBR) Algorithms. These algorithms are flexibly characterized by agents asynchronously and stochastically selecting actions from a neighbourhood of their best response payoffs. We compute bounds on the recurrent classes of TNBR algorithms' associated Markov chains. Our bounds fall into two categories: first, "Performance" bounds ensure that TNBR algorithms always have a high-value recurrent state; second, "Safety" bounds ensure that TNBR algorithms never have arbitrarily-bad recurrent states. Furthermore, these two types of bounds are linked by a waterbed-like effect: every game with a poor Safety guarantee necessarily has a favorable Performance guarantee.

cs.GT↗

arXiv2026

Existence of the Core in Approval-Based Committee Elections

We settle the main open question in the theory of approval-based multi-winner elections: we show that there always exists a committee in the core. The core is a stability and group fairness concept. The proof introduces a new voting rule that optimizes an entropy-like objective function over committees and payment systems. All local optima of this objective function lie in the core, which implies that a core committee can be found in polynomial time.

cs.GT↗