In the past decade we've seen a rapid trend toward automation in advertising, not only in how ads are delivered and measured, but also in how ads are sold. Web search advertising has led the way, selling space on search results pages for particular queries in continuous, dynamic "next price" auctions worth billions of dollars annually.
Now auctions and exchanges for all types of online advertising -- including banner and video ads -- are commonplace, run by startups and Internet giants alike. An ecosystem of third party agencies has grown to help marketers manage their increasingly complex campaigns.
The rapid emergence of new modes for selling and delivering ads is fertile ground for research from both economic and computational perspectives. Further, in the last five years two new platforms, mobile platform and social platforms have started taking key roles in Internet advertising. What auction or exchange mechanisms increase advertiser value or publisher revenue? What user and content attributes contribute to variation in advertiser value? What constraints on supply and budget make sense? How should advertisers and publishers bid? How can both publishers and advertisers incorporate learning and optimization, including balancing exploration and exploitation? How do practical constraints like real-time delivery impact design? How can social data and social networks be leveraged for more efficient advertising? How can mobile context be used for advertising?
Papers from a rich set of empirical, experimental, and theoretical perspectives are invited. The topics of interest for the workshop include but are not limited to:
* Web search advertising (sponsored search)
* Display advertising
* Mobile advertising
* Social Platform advertising
* Ad networks, ad exchanges
* Mechanism design
* Computational and cognitive constraints
* Ranking and placement of ads
* Game-theoretic analysis of mechanisms, behaviors, and dynamics
* Matching algorithms: exact and inexact match
* Equilibrium characterizations
* Laboratory experiments
* Empirical characterizations
* Advertiser signaling, collusion
* Pay per impression, click, and conversion; conversion tracking
* Campaign optimization; bidding agents; search engine marketing (SEM)
* Local (geographic) advertising
* Contextual advertising (e.g., Google AdSense)
* User satisfaction/defection
* Affiliate model
* Incentive analysis
* Click fraud detection and prevention
* Price time series analysis
* Multi-attribute and expressive auctions
* Bidding languages for advertising
We solicit contributions of two types: (1) research contributions, and (2) position statements. Research contributions should report new (unpublished) research results or ongoing research. The workshop’s proceedings can be considered non-archival, meaning contributors are free to publish their results later in archival journals or conferences. Position statements are short descriptions of the authors' view of how ad auction research or practice will or should evolve. Position statements should be no more than five pages long. Panel discussion proposals and invited speaker suggestions are also welcome.
The workshop will include presentations on accepted research contributions as well as invited contributions. We also plan to leave time for both organized and open discussion. We plan registration to be open.
The first six workshops on sponsored search auctions, co-located with EC five times and WWW once, successfully attracted a wide audience from academia and industry working on various aspects of web search advertising. Following the footsteps of the previous workshops, the Seventh Workshop on Ad Auctions strives to be a venue that helps address challenges in the broader field of online advertising, by providing opportunities for researchers and practitioners to interact with each other, stake out positions, and present their latest research findings.