The societal significance of fair machine learning (ML) cannot be overstated, yet quantifying algorithmic bias and ensuring fair ML remains a challenging task. One popular fair ML objective, equality of opportunity, requires equal treatment for individuals who are equally deserving, regardless...

We study the bidding strategies of vertically differentiated firms that bid for sponsored search advertisement positions for a keyword at a search engine. We explicitly model how consumers navigate and click on sponsored links based on their knowledge and beliefs about firm qualities. Our model...