Simultaneous Ad Auctions

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Itai Ashlagi, Dov Monderer, Moshe Tennenholtz

Published: 2011, Last Modified: 15 Jan 2026Math. Oper. Res. 2011EveryoneRevisionsBibTeXCC BY-SA 4.0
Abstract: We consider a model with two simultaneous VCG ad auctions A and B where each advertiser chooses to participate in a single ad auction. We prove the existence and uniqueness of a symmetric equilibrium in that model. Moreover, when the click rates in A are pointwise higher than those in B, we prove that the expected revenue in A is greater than the expected revenue in B in this equilibrium. In contrast, we show that this revenue ranking does not hold when advertisers can participate in both auctions.