Abstract
We study formally discrete bidding strategies for the game induced by the Generalized Second Price keyword auction mechanism. Such strategies have seen experimental evaluation in the recent literature as parts of iterative best response procedures, which have been shown not to converge. We give a detailed definition of iterative best response under these strategies and, under appropriate discretization of the players’ strategy spaces we find that the discretized configurations space contains socially optimal pure Nash equilibria. We cast the strategies under a new light, by studying their performance for bidders that act based on local information; we prove bounds for the worst-case ratio of the social cost of locally stable configurations, relative to the socially optimum cost.
This work was partly funded by the EU FP7 Network of Excellence Euro-NF, through the specific joint research project AMESA. A full version with all omitted proofs is available at the authors’ homepages.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Brandt, F., Fischer, F.A., Harrenstein, P., Shoham, Y.: Ranking Games. Artificial Intelligence 173(2), 221–239 (2009)
Brandt, F., Weiß, G.: Antisocial Agents and Vickrey Auctions. In: Meyer, J.-J.C., Tambe, M. (eds.) ATAL 2001. LNCS (LNAI), vol. 2333, pp. 335–347. Springer, Heidelberg (2002)
Cary, M., Das, A., Edelman, B., Giotis, I., Heimerl, K., Karlin, A.R., Mathieu, C., Schwarz, M.: Greedy bidding strategies for keyword auctions. In: MacKie-Mason, J.K., Parkes, D.C., Resnick, P. (eds.) Proceedings of the 8th ACM Conference on Electronic Commerce (EC), pp. 262–271. ACM Press, New York (2007)
Edelman, B., Ostrovsky, M., Schwartz, M.: Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords. American Economic Review 97(1), 242–259 (2007)
Feng, J., Bhargava, H.K., Pennock, D.M.: Implementing sponsored search in web search engines: Computational evaluation of alternative mechanisms. INFORMS Journal on Computing 19(1), 137–148 (2007)
Koutsoupias, E., Papadimitriou, C.H.: Worst-case equilibria. Computer Science Review 3(2), 65–69 (2009)
Lahaie, S.: An analysis of alternative slot auction designs for sponsored search. In: Feigenbaum, J., Chuang, J.C.I., Pennock, D.M. (eds.) Proceedings of the 7th ACM Conference on Electronic Commerce (EC), pp. 218–227. ACM, New York (2006)
Leme, R.P., Tardos, E.: Pure and Bayes-Nash price of anarchy for generalized second price auction. In: Proceedings of the 51st IEEE Annual Symposium on Foundations of Computer Science, FOCS (to appear, 2010)
Liang, L., Qi, Q.: Cooperative or Vindictive: Bidding strategies in Sponsored Search Auction. In: Deng, X., Graham, F.C. (eds.) WINE 2007. LNCS, vol. 4858, pp. 167–178. Springer, Heidelberg (2007)
Naldi, M., D’Acquisto, G., Italiano, G.F.: The value of location in keyword auctions. Electronic Commerce Research and Applications 9(2), 160–170 (2010)
Vorobeychik, Y.: Simulation-based Game Theoretic Analysis of Keyword Auctions with Low Dimensional Bidding Strategies. In: Proceedings of the Conference on Uncertainty in Artificial Intelligence, UAI (2009), http://www.cs.mcgill.ca/uai2009/proceedings.html
Vorobeychik, Y., Reeves, D.M.: Equilibrium analysis of dynamic bidding in sponsored search auctions. In: Deng, X., Graham, F.C. (eds.) WINE 2007. LNCS, vol. 4858, pp. 155–166. Springer, Heidelberg (2007)
Zhou, Y., Lukose, R.M.: Vindictive Bidding in Keyword Auctions. In: Gini, M.L., Kauffman, R.J., Sarppo, D., Dellarocas, C., Dignum, F. (eds.) Proceedings of the International Conference on Electronic Commerce (ICEC). ACM International Conference Proceeding Series, vol. 258, pp. 141–146. ACM, New York (2007)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2010 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Markakis, E., Telelis, O. (2010). Discrete Strategies in Keyword Auctions and Their Inefficiency for Locally Aware Bidders. In: Saberi, A. (eds) Internet and Network Economics. WINE 2010. Lecture Notes in Computer Science, vol 6484. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-17572-5_46
Download citation
DOI: https://doi.org/10.1007/978-3-642-17572-5_46
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-17571-8
Online ISBN: 978-3-642-17572-5
eBook Packages: Computer ScienceComputer Science (R0)