Subramanian, Balachander; Karthik, Kannan; G, Schwartz David - In: Review of Marketing Science 7 (2009) 1, pp. 1-51
In the online world, publishers place ads from advertisers adjacent to internet search results for a given keyword. To sell such advertising, web publishers auction multiple ad slots using a generalized second-price auction. In this paper, we compare two auction policies that publishers can use...