In sponsored search, a number of advertising slots is available on a search results page, and have to be allocated among a set of advertisers competing to display an ad on the page. This gives rise to a bipartite matching market that is typically cleared by the way of an automated auction. Several auction mechanisms have been proposed, with variants of the Generalized Second Price (GSP) being widely used in practice. A rich body of work on bipartite matching markets builds upon the stable marriage model of Gale and Shapley and the assignment model of Shapley and Shubik. We apply insights from this line of research into the structure of stable outcomes and their incentive properties to advertising auctions. We model advertising auctions in terms of an assignment model with linear utilities, extended with bidder and item specific maximum and minimum prices. Auction mechanisms like the commonly used GSP or the well-known Vickrey-Clarke-Groves (VCG) are interpreted as simply computing a in this model, for a suitably defined set of bidder preferences. In our model, the existence of a stable matching is guaranteed, and under a non-degeneracy assumption a bidder-optimal stable matching exists as well. We give an algorithm to find such matching in polynomial time, and use it to design truthful mechanism that generalizes GSP, is truthful for profit-maximizing bidders, implements features like bidder-specific minimum prices and position-specific bids, and works for rich mixtures of bidders and preferences.
In the marriage model, a set @math of men and a set @math of women is given, where each man and woman is endowed with a ranked list of members of the opposite sex. Men and women are to be matched in a one to one fasion. A matching is considered stable if there is no man and a woman who would simultaneously prefer each other to their respective assigned partners. A stable matching is guaranteed to exist, and the algorithm can be used to find it. The stable matching found by this algorithm is , in that every man prefers it to any other stable matching. Moreover when using the deferred acceptance algorithm, no man has an incentive to misreport his true preference order @cite_14 .
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The original stable marriage problem requires all men and women to submit a complete and strictly ordered preference list. This is obviously often unrealistic in practice, and several relaxations have been proposed, including the following two common ones: one is to allow an incomplete list, i.e., a man is permitted to accept only a subset of the women and vice versa. The other is to allow a preference list including ties. Fortunately, it is known that both relaxed problems can still be solved in polynomial time. In this paper, we show that the situation changes substantially if we allow both relaxations (incomplete lists and ties) at the same time: the problem not only becomes NP-hard, but also the optimal cost version has no approximation algorithm achieving the approximation ratio of N1-Ɛ, where N is the instance size, unless P=NP.