text: In sponsored search, a number of advertising slots is available on a search results page, and have to be allocated among a set of advertisers competing to display an ad on the page. This gives rise to a bipartite matching market that is typically cleared by the way of an automated auction. Several auction mechanisms have been proposed, with variants of the Generalized Second Price (GSP) being widely used in practice. A rich body of work on bipartite matching markets builds upon the stable marriage model of Gale and Shapley and the assignment model of Shapley and Shubik. We apply insights from this line of research into the structure of stable outcomes and their incentive properties to advertising auctions. We model advertising auctions in terms of an assignment model with linear utilities, extended with bidder and item specific maximum and minimum prices. Auction mechanisms like the commonly used GSP or the well-known Vickrey-Clarke-Groves (VCG) are interpreted as simply computing a in this model, for a suitably defined set of bidder preferences. In our model, the existence of a stable matching is guaranteed, and under a non-degeneracy assumption a bidder-optimal stable matching exists as well. We give an algorithm to find such matching in polynomial time, and use it to design truthful mechanism that generalizes GSP, is truthful for profit-maximizing bidders, implements features like bidder-specific minimum prices and position-specific bids, and works for rich mixtures of bidders and preferences.
  @cite_14: This paper considers some game-theoretic aspects of matching problems and procedures, of the sort which involve matching the members of one group of agents with one or more members of a second, disjoint group of agents, ail of whom have preferences over the possible resulting matches. The main focus of this paper is on determining the extent to which matching procedures can be designed which give agents the incentive to honestly reveal their preferences, and which produce stable matches.Two principal results are demonstrated. The first is that no matching procedure exists which always yields a stable outcome and gives players the incentive to reveal their true preferences, even though procedures exist which accomplish either of these goals separately. The second result is that matching procedures do exist, however, which always yield a stable outcome and which always give all the agents in one of the two disjoint sets of agents the incentive to reveal their true preferences.
summary: In the marriage model, a set @math of men and a set @math of women is given, where each man and woman is endowed with a ranked list of members of the opposite sex. Men and women are to be matched in a one to one fasion. A matching is considered stable if there is no man and a woman who would simultaneously prefer each other to their respective assigned partners. A stable matching is guaranteed to exist, and the algorithm can be used to find it. The stable matching found by this algorithm is , in that every man prefers it to any other stable matching. Moreover when using the deferred acceptance algorithm, no man has an incentive to misreport his true preference order @cite_14 .