In spite of the considerable research effort devoted to studying externalities in Sponsored Search Auctions (SSAs), even the basic question of modeling the problem has so far escaped a definitive answer. The popular cascade model appears too idealized to really describe the phenomenon yet it allows a good comprehension of the problem. Other models, instead, arguably describe the real setting more adequately but are too complex to permit a satisfactory theoretical analysis. In this work, we attempt to get the best of both approaches: (i) we generalize the cascade model along a number of directions in the attempt to have mathematical formulations that are close to SSAs in the real world and (ii) prove a host of results drawing a nearly complete picture about the computational complexity of the problem. We complement these approximability results with some considerations about mechanism design in our context.
|Titolo:||Cascade model with contextual externalities and bounded user memory for sponsored search auctions|
|Autori interni:||GATTI, NICOLA|
|Data di pubblicazione:||2015|
|Rivista:||PROCEEDINGS OF THE INTERNATIONAL JOINT CONFERENCE ON AUTONOMOUS AGENTS AND MULTIAGENT SYSTEMS|
|Appare nelle tipologie:||04.1 Contributo in Atti di convegno|