Sponsored search advertising has grown rapidly since the last decade and is now a significant revenue source for search engines. To ameliorate revenues, search engines often set fixed or variable reserve price to in influence advertisers’ bidding. This paper studies and compares two pricing...

Many studies have focused on the generalized second price (GSP) auction under uncertainty, particularly with unknown private valuation, Bayesian-Nash equilibrium, social welfare loss and reserve price. However, the learning path for players in the GSP auction remains inadequately addressed. As a...