Poor user experiences with search advertisements can lead to ad avoidance thus reduce search engine’s long-term revenue … costs” and examine the optimal keyword auction mechanisms (KAMs) in a general model that takes into account advertiser … form of relatively simple scoring auctions. We show that minimum bids in these scoring auctions may be advertiser- or …

generalized second price auctions. However, such an auction or mechanism could be considered unfair if similar consumers are …Online advertising often involves targeting ads to certain types of consumers where ads are commonly sold by … consistently shown different ads or consistently receive different payoffs. Results show that such ascending bid auctions may …