3 Basic Formats Used in Online Advertising Auctions


Generalized First-Price Auction


Vickrey-Clarke-Groves Auction


Generalized Second-Price Auction


Auction types
Type: GSP
Date Published: March 2007
Issue: American Economic Review, Volume 97, Issue 1, pp. 242-259
Award: Test of Time Award
Type: GSP
Date Published: December 2007
Issue: International Journal of Industrial Organization, Volume 25, Issue 6, pp. 1163-1178
Type: VCG
Date Published: May 2014
Issue: American Economic Review: Papers & Proceedings, Volume 104, Issue 5, pp. 442-445
Type: GFP
Date Published: February 2007
Issue: Decision Support Systems, Volume 43, Issue 1, pp. 192-198


Auction theory and market design
Date Published: March 1961
Issue: Journal of Finance, Volume 16, Issue 1, pp. 8-37
Date Published: August 1986
Issue: Journal of Political Economy, Volume 94, Issue 4, pp. 863-872
Date Published: December 1971
Issue: International Journal of Game Theory, Volume 1, Issue 1, pp. 111-130
Date Published: February 1981
Issue: Mathematics of Operations Research, Volume 6, Issue 1, pp. 58-73
Date Published: January 1962
Issue: American Mathematical Monthly, Volume 69, Issue 1, pp. 9-15

Optimal Designs for Online Ad Auction Systems

Budget Pacing and Automatic Bidding

Death of Cookies Studies

The age of ad auctions is here.
Supercharge your business with ad auctions now.

Get started