Efficiency Loss in a Network Resource Allocation Game
Mathematics of Operations Research
A Truthful Mechanism for Offline Ad Slot Scheduling
SAGT '08 Proceedings of the 1st International Symposium on Algorithmic Game Theory
A Cascade Model for Externalities in Sponsored Search
WINE '08 Proceedings of the 4th International Workshop on Internet and Network Economics
The Proportional-Share Allocation Market for Computational Resources
IEEE Transactions on Parallel and Distributed Systems
Challenges and business models for mobile location-based services and advertising
Communications of the ACM
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The proliferation of powerful mobile devices with built-in navigational capabilities and the adoption in most metropolitan areas of fast wireless communication protocols have recently created unprecedented opportunities for location-based advertising. In this work, we provide models and investigate the market for location-based sponsored search, where advertisers pay the search engine to be displayed in slots alongside the search engine's main results. We distinguish between three cases: (1) advertisers only declare bids but not budgets, (2) advertisers declare budgets but not bids, and (3) advertisers declare both bids and budgets. We first cast these problems as game theoretical market problems, and we subsequently attempt to identify the equilibrium strategies for the corresponding games.