https://www.gsb.stanford.edu/faculty-research/working-papers/internet-advertising-generalized-second-price-auction-selling
Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of...
We investigate the "generalized second price" auction (GSP), a new mechanism which is used by search engines to sell online advertising that most Internet...
second price auctionbillions of dollarsinternet advertisinggeneralizedselling