Sponsored Search Auctions with Markovian Users

  title={Sponsored Search Auctions with Markovian Users},
  author={Gagan Aggarwal and Jon Feldman and S. Muthukrishnan and Martin P{\'a}l},
Sponsored search involves running an auction among advertisers who bid in order to have their ad shown next to search results for specific keywords. Currently, the most popular auction for sponsored search is the “Generalized Second Price” (GSP) auction in which advertisers are assigned to slots in the decreasing order of their score, which is defined as the product of their bid and click-through rate. In the past few years, there has been significant research on the game-theoretic issues that… CONTINUE READING
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