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The generalized second price (GSP) auction has served as the core selling mechanism for sponsored search ads for over a decade. However, recent trends expanding the set of allowed ad formats-to include a variety of sizes, decorations, and other distinguishing features-have raised critical problems for GSP-based platforms. Alternatives such as the Vickrey-Clarke-Groves (VCG) auction raise di↵erent complications because they fundamentally change the way prices are computed. In this paper wedoi:10.1145/3038912.3052703 dblp:conf/www/CavalloKSW17 fatcat:j33neuz5hfa6refgv2puockvbq