Incorporating user utility into sponsored-search auctions

Authors:
Yagil Engel;David Maxwell Chickering
Affiliations:
University of Michigan, Ann Arbor, MI;Microsoft Live Labs, Redmond, WA
Venue:
Proceedings of the 7th international joint conference on Autonomous agents and multiagent systems - Volume 3
Year:
2008

Citing 2
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Multi-objective optimization for sponsored search

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Abstract

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.