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DTSTAMP:20250731T082126Z
DESCRIPTION:Séminaire DIRO\n\nAuctions for online ad space among advertiser
 s sensitive to both views and clicks\n\nPatrick Maillé\, Institut Mines-Te
 lecom/Telecom Bretagne\, Bruno Tuffin\, Inria\, Rennes\n\nSite web : http:
 //en.diro.umontreal.ca/our-department/50th-anniversary-speaker-emer...\n\n
 Abstract:\n\nAdvertisement in dedicated webpage spaces or in search engine
 s sponsored slots is usually sold using auctions\, with a payment rule tha
 t is either per impression or per click. But advertisers can be both sensi
 tive to being viewed (brand awareness effect) and being clicked (conversio
 n into sales).  During this talk\, we first present adword auctions. We th
 en generalize the currently used auction mechanism by including both prici
 ng components: the advertisers are charged when their ad is displayed\, an
 d pay an additional price if the ad is clicked. Applying the results for V
 ickrey-Clarke-Groves (VCG) auctions\, we show how to compute payments to e
 nsure incentive compatibility from advertisers as well as maximize the tot
 al value extracted from the advertisement slot(s). We provide tight upper 
 bounds for the loss of efficiency due to applying only pay-per-click (or p
 ay-per-view) pricing instead of our scheme. Those bounds depend on the joi
 nt distribution of advertisement visibility and population likelihood to c
 lick on ads\, and can help identify situations where our mechanism yields 
 significant improvements. We also describe how the commonly used generaliz
 ed second price (GSP) auction can be extended to this context.\n
DTSTART:20161130T210000Z
DTEND:20161130T210000Z
LOCATION:Université de Montréal\, salle 3195\, CA\, Pavillon André-Aisensta
 dt\, CA\, QC\, Montreal\, 2920\, Chemin de la tour\, 5th floor
SUMMARY:Patrick Maillé\, Institut Mines-Telecom/Telecom Bretagne\, Bruno Tu
 ffin\, Inria\, Rennes
URL:/channels/event/patrick-maille-institut-mines-tele
 comtelecom-bretagne-bruno-tuffin-inria-rennes-264446
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