The price of truthfulness for pay-per-click auctions

Abstract

We analyze the problem of designing a truthful pay-per-click auction where the click-through-rates (CTR) of the bidders are unknown to the auction. Such an auction faces the classic explore/exploit dilemma: while gathering information about the click through rates of advertisers, the mechanism may loose revenue; however, this gleaned information may prove valuable in the future for a more profitable allocation. In this sense, such mechanisms are prime candidates to be designed using multi-armed bandit techniques. However, a naive application of multi-armed bandit algorithms would not take into account the strategic considerations of the players -- players might manipulate their bids (which determine the auction's revenue) in a way as to maximize their own utility. Hence, we consider the natural restriction that the auction be truthful.