Alimama Tech
Apr 12, 2023 · Artificial Intelligence
Truthful Auction Mechanisms for Mixed Utility and Value Maximizers in Online Advertising
The paper introduces two truthful auction mechanisms—MPU for public‑type and MPR for private‑type bidders—that combine VCG payments for utility‑maximizers with GSP payments for value‑maximizers, achieving incentive compatibility, individual rationality, robustness, and a social‑welfare approximation of up to 2 (optimal within a 1.25 factor) in mixed online advertising markets.
GSPVCGauction theory
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