GSP机制下付费搜索拍卖有效均衡的存在性研究

Research on the Existence of Efficient Equilibria of Sponsored Search Auctions under GSP Mechanism

从符合实证结论的角度给出了付费搜索拍卖中广告主价值的假设,构建了GSP机制的一般框架,并证明了广告主关于位置具有随排名递降而严格递减的价值时,GSP机制能够实现任意一个存在的无嫉妒匹配,从而也能实现VCG结果,进一步指出为实现有效配置的GSP付费函数的形式并不是唯一的。

By setting the hypothesis on advertisers＇ values in sponsored search auctions in accordance with empirical results, this paper establishes a general framework of GSP mechanism, and proves that when advertisers have values strictly descending with the ascending of positions, any envy - free matching can be realized so that VCG outcome can be reached. It is also pointed out that the GSP paying function is not unique to realize the efficient Equilibria.