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Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords

Author

Listed:
  • Benjamin Edelman
  • Michael Ostrovsky
  • Michael Schwarz

Abstract

We investigate the "generalized second-price" (GSP) auction, a new mechanism used by search engines to sell online advertising. Although GSP looks similar to the Vickrey-Clarke-Groves (VCG) mechanism, its properties are very different. Unlike the VCG mechanism, GSP generally does not have an equilibrium in dominant strategies, and truth-telling is not an equilibrium of GSP. To analyze the properties of GSP, we describe the generalized English auction that corresponds to GSP and show that it has a unique equilibrium. This is an ex post equilibrium, with the same payoffs to all players as the dominant strategy equilibrium of VCG. (JEL D44, L81, M37)

Suggested Citation

  • Benjamin Edelman & Michael Ostrovsky & Michael Schwarz, 2007. "Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords," American Economic Review, American Economic Association, vol. 97(1), pages 242-259, March.
  • Handle: RePEc:aea:aecrev:v:97:y:2007:i:1:p:242-259
    Note: DOI: 10.1257/aer.97.1.242
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    References listed on IDEAS

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    JEL classification:

    • L0 - Industrial Organization - - General

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