Pure and Bayes-Nash Price of Anarchy for Generalized Second Price Auction Renato Paes Leme Eva´ Tardos Department of Computer Science Department of Computer Science Cornell University, Ithaca, NY Cornell University, Ithaca, NY
[email protected] [email protected] Abstract—The Generalized Second Price Auction has for advertisements and slots higher on the page are been the main mechanism used by search companies more valuable (clicked on by more users). The bids to auction positions for advertisements on search pages. are used to determine both the assignment of bidders In this paper we study the social welfare of the Nash equilibria of this game in various models. In the full to slots, and the fees charged. In the simplest model, information setting, socially optimal Nash equilibria are the bidders are assigned to slots in order of bids, and known to exist (i.e., the Price of Stability is 1). This paper the fee for each click is the bid occupying the next is the first to prove bounds on the price of anarchy, and slot. This auction is called the Generalized Second Price to give any bounds in the Bayesian setting. Auction (GSP). More generally, positions and payments Our main result is to show that the price of anarchy is small assuming that all bidders play un-dominated in the Generalized Second Price Auction depend also on strategies. In the full information setting we prove a bound the click-through rates associated with the bidders, the of 1.618 for the price of anarchy for pure Nash equilibria, probability that the advertisement will get clicked on by and a bound of 4 for mixed Nash equilibria.