TY - GEN
T1 - No more damaging ads on your own webpage - Strategy proof mechanisms for ad placement
AU - David, Esther
AU - Azulay, Rina
PY - 2012
Y1 - 2012
N2 - Recently we have been witnessing the phenomena of private Web site owners who are willing to dedicate space on their site for advertisements managed by leading Web companies (e.g., Google, Yahoo). In most cases the choice of the advertisements displayed on a certain site is made without taking into account the preferences of the Web site. In this paper, we focus on the design of mechanisms that are beneficial for both the Web site owner, by allowing placement of highly desired ads, and the advertisers, by introducing a dispensation scheme to reduce the prices paid for highly relevant ads. In this paper, we analyze the case of multi-slots offered by a certain Web site, and we offer three strategy-proof mechanisms that differ in their ranking function, allocation rules, and payment schemes. The performance of all the mechanisms are compared and discussed.
AB - Recently we have been witnessing the phenomena of private Web site owners who are willing to dedicate space on their site for advertisements managed by leading Web companies (e.g., Google, Yahoo). In most cases the choice of the advertisements displayed on a certain site is made without taking into account the preferences of the Web site. In this paper, we focus on the design of mechanisms that are beneficial for both the Web site owner, by allowing placement of highly desired ads, and the advertisers, by introducing a dispensation scheme to reduce the prices paid for highly relevant ads. In this paper, we analyze the case of multi-slots offered by a certain Web site, and we offer three strategy-proof mechanisms that differ in their ranking function, allocation rules, and payment schemes. The performance of all the mechanisms are compared and discussed.
KW - allocation rules
KW - auctions
KW - truthful mechanisms
UR - http://www.scopus.com/inward/record.url?scp=84878424136&partnerID=8YFLogxK
U2 - 10.1109/wi-iat.2012.147
DO - 10.1109/wi-iat.2012.147
M3 - ???researchoutput.researchoutputtypes.contributiontobookanthology.conference???
AN - SCOPUS:84878424136
SN - 9780769548807
T3 - Proceedings - 2012 IEEE/WIC/ACM International Conference on Intelligent Agent Technology, IAT 2012
SP - 140
EP - 145
BT - Proceedings - 2012 IEEE/WIC/ACM International Conference on Intelligent Agent Technology, IAT 2012
T2 - 2012 IEEE/WIC/ACM International Conference on Intelligent Agent Technology, IAT 2012
Y2 - 4 December 2012 through 7 December 2012
ER -