Fairness and Efficiency in Online Advertising Mechanisms
Fairness and Efficiency in Online Advertising Mechanisms
复制标题
网络广告机制的公平性和效率
作者：
A. Watts
在线广告通常涉及将广告定向到某些类型的消费者，在这些消费者中，广告通常通过广义的第二价格拍卖出售。然而，如果类似的消费者总是看到不同的广告或得到不同的回报，这样的拍卖或机制可能会被认为是不公平的。结果表明，这种递增的竞价拍卖可能会导致不公平的待遇，此外，关于广告价值的不确定性可能会导致效率低下。提出了一种将广告分配给消费者的替代方法，称为随机分配机制。结果表明，在某些情况下，随机分配可以在提高效率的同时提高公平性。
Online advertising often involves targeting ads to certain types of consumers where ads are commonly sold by generalized second price auctions. However, such an auction or mechanism could be considered unfair if similar consumers are consistently shown different ads or consistently receive different payoffs. Results show that such ascending bid auctions may result in unfair treatment and additionally that uncertainty regarding an ad’s value can result in inefficiency. An alternative way to assign ads to consumers is presented called the random assignment mechanism. Results show that the random assignment can improve fairness while improving efficiency in some circumstances.
DOI：
10.1111/1756-2171.12305
发表时间：
2020-03
期刊：
The RAND Journal of Economics
影响因子：
--
作者：
Chengsi Wang;Julian Wright
通讯作者：
Chengsi Wang;Julian Wright
构图下的公平性
DOI：
--
发表时间：
2019
期刊：
10th Innovations in Theoretical Computer Science Conference (ITCS 2019
影响因子：
--
作者：
Dwork, C;Ilvento, C
通讯作者：
Ilvento, C