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

• Type: Conference
• Year: 2008
• Where: ATAL
• Authors: Yagil Engel, David Maxwell Chickering
• Keywords: ATAL 2008, GSP Allocation/pricing Mechanism, Intelligent Agents, Traditional Gsp Mechanisms, User Utility