Technical
Resources

3 Basic Formats Used in Online Advertising Auctions

1

Generalized First-Price Auction

2

Vickrey-Clarke-Groves Auction

3

Generalized Second-Price Auction

RESEARCH

Auction types
Title
Authors
Selling Billions of Dollars Worth of Keywords
B. Edelman, M. Ostrovsky, M. Schwarz
Type: GSP
Date Published: March 2007
Issue: American Economic Review, Volume 97, Issue 1, pp. 242-259
Award: Test of Time Award
Position Auctions
Hal R. Varian
Type: GSP
Date Published: December 2007
Issue: International Journal of Industrial Organization, Volume 25, Issue 6, pp. 1163-1178
The VCG Auction in Theory and Practice
Hal R. Varian and Christopher Harris
Type: VCG
Date Published: May 2014
Issue: American Economic Review: Papers & Proceedings, Volume 104, Issue 5, pp. 442-445
Strategic bidder behavior in sponsored search...
Benjamin Edelman and Michael Ostrovsky
Type: GFP
Date Published: February 2007
Issue: Decision Support Systems, Volume 43, Issue 1, pp. 192-198

BONUS: CLASSICS

Auction theory and market design
Title
Authors
Counterspeculation, Auctions, and Competitive...
William Vickrey
Date Published: March 1961
Issue: Journal of Finance, Volume 16, Issue 1, pp. 8-37
Multi-item Auctions
Gabrielle Demange, David Gale, Marilda Sotomayor
Date Published: August 1986
Issue: Journal of Political Economy, Volume 94, Issue 4, pp. 863-872
The assignment game I: The core
Lloyd S. Shapley and Martin Shubik
Date Published: December 1971
Issue: International Journal of Game Theory, Volume 1, Issue 1, pp. 111-130
Optimal Auction Design
Roger B. Myerson
Date Published: February 1981
Issue: Mathematics of Operations Research, Volume 6, Issue 1, pp. 58-73
College Admissions and the Stability of Marriage
David Gale,Lloyd S. Shapley
Date Published: January 1962
Issue: American Mathematical Monthly, Volume 69, Issue 1, pp. 9-15
Auction Theory,
2nd Edition,
by Vijay Krishna (2009)
Putting Auction
Theory to Work
by Paul Milgrom (2004)

Optimal Designs for Online Ad Auction Systems

Quality scores in online advertising auctions
Optimal reserve prices in online advertising auctions
The effect of the “sponsored” label on user engagement, and the informative role of advertising

Budget Pacing and Automatic Bidding

Towards Efficient Auctions in an Auto-bidding World
Optimized Cost per Click in Taobao Display Advertising
Multiplicative Pacing Equilibria in Auction Markets
Autobidding with Constraints

Death of Cookies Studies

The Impact of Privacy Measures on Online Advertising Markets
Effect of disabling third-party cookies on publisher revenue

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