Let’s play the search game: Strategic and behavioral properties of sponsored search auction mechanisms

作者：

Highlights：

• This paper provides a new game-theoretic model of online sponsored search auctions.

• The model is tested using laboratory experiments.

• Payment policies have a significant effect on profitability while ranking policies do not.

摘要

•This paper provides a new game-theoretic model of online sponsored search auctions.•The model is tested using laboratory experiments.•Payment policies have a significant effect on profitability while ranking policies do not.

论文关键词：Sponsored search auctions,Ad auctions,Infomediaries,Combinatorial auctions,Game theory,Consumer behavior,Experimental economics,Internet advertising,E-commerce

论文评审过程：Received 25 March 2018, Revised 1 October 2018, Accepted 1 October 2018, Available online 4 October 2018, Version of Record 28 December 2018.

论文官网地址：https://doi.org/10.1016/j.elerap.2018.10.001