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
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

BONUS: CLASSICS

Auction theory and market design
Title
Authors
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

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