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We suggest allocation (ad placement) and pricing protocols which take into account preferences of both the publishers and the advertisers. The most promising protocol, the Weighted Bipartite Hungarian VCG protocol, collects the preferences of the auction\u2019s participants and uses the Hungarian algorithm to maximize a weighted function of their preferences. Simulations show that this advantageous protocol can maintain a balanced budget over time while preserving most of the desired economic properties (e.g., individual rational, and truth telling), and reaches near optimal solutions.<\/jats:p>","DOI":"10.3233\/mgs-170268","type":"journal-article","created":{"date-parts":[[2017,10,17]],"date-time":"2017-10-17T12:36:14Z","timestamp":1508243774000},"page":"203-236","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Auction mechanisms for preference driven ad exchanges"],"prefix":"10.1177","volume":"13","author":[{"given":"Rina","family":"Azoulay","sequence":"first","affiliation":[{"name":"Department of Computer Science,"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Esther","family":"David","sequence":"additional","affiliation":[{"name":"Department of Computer Science,"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2017,8,1]]},"reference":[{"key":"bibr1-MGS-170268","first-page":"98","author":"Abrams Z.","year":"2008","journal-title":"Applied Economics Research Bulletin"},{"key":"bibr2-MGS-170268","unstructured":"adBrite http:\/\/www.adbrite.com\/."},{"key":"bibr3-MGS-170268","first-page":"1","author":"Aggarwal G.","year":"2006","journal-title":"ACM-EC 2006"},{"key":"bibr4-MGS-170268","first-page":"241","author":"Aggarwal G.","year":"2009","journal-title":"WWW-2009"},{"key":"bibr5-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1007\/s10115-012-0485-x"},{"key":"bibr6-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1093\/qje\/qjr028"},{"key":"bibr7-MGS-170268","doi-asserted-by":"publisher","DOI":"10.3233\/MGS-140216"},{"key":"bibr8-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1016\/j.dss.2004.08.008"},{"key":"bibr9-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1145\/1160633.1160790"},{"key":"bibr10-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1016\/S0014-2921(97)00122-0"},{"key":"bibr11-MGS-170268","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/9780262033428.003.0001"},{"key":"bibr12-MGS-170268","first-page":"140","author":"David E.","year":"2012","journal-title":"IAT-2012"},{"key":"bibr13-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1145\/2600057.2602854"},{"key":"bibr14-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1145\/1963405.1963427"},{"key":"bibr15-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1257\/aer.97.1.242"},{"key":"bibr16-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1257\/aer.100.2.597"},{"key":"bibr17-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1007\/11575726_3"},{"key":"bibr18-MGS-170268","doi-asserted-by":"publisher","DOI":"10.1080\/00029890.1962.11989827"},{"key":"bibr19-MGS-170268","unstructured":"Google Doubleclick www.google.com\/adexchange\/AdExchangeOverview.pdf, product information at http:\/\/www.doubleclick.com\/products\/advertisingexchange\/index.aspx. 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