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arXiv:1204.0535cs.GT

Doubleclick Ad Exchange Auction

Yishay Mansour, S. Muthukrishnan, Noam Nisan

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Abstract

Display advertisements on the web are sold via ad exchanges that use real time auction. We describe the challenges of designing a suitable auction, and present a simple auction called the Optional Second Price (OSP) auction that is currently used in Doubleclick Ad Exchange.

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cs.GTComputer Science and Game Theory

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  1. Vickrey–Clarke–Groves Auction 1 comment

    • This isn't accurate. Google's search ad auction started as a generalized second-price (GSP) auction[1][2], which is not the same as VCG. In particular, GSP is not truthful, while VCG is. The display ads auction (formerly DoubleClick Ad Exchange, now Google Ad Manager) has always…

      alexhutchesonView on HNParent context

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