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ATAL
2008
Springer

Incorporating user utility into sponsored-search auctions

8 years 5 months ago
Incorporating user utility into sponsored-search auctions
We study principled methods for incorporating user utility into the selection of sponsored search ads. We describe variations of the GSP allocation/pricing mechanism that accommodate these user utility functions, we provide interesting and useful parallels of some of the theoretical properties from the traditional GSP mechanisms in the new GSP variations, and we present simulation results that exemplify the use of the ranking system. Categories and Subject Descriptors J.4 [Computer Applications]: Social and Behavioral Sciences--Economics General Terms Algorithms, Economics Keywords Sponsored Search, Auctions, Preference Handling
Yagil Engel, David Maxwell Chickering
Added 12 Oct 2010
Updated 12 Oct 2010
Type Conference
Year 2008
Where ATAL
Authors Yagil Engel, David Maxwell Chickering
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