G. Aggarwal, A. Goel, and R. Motwani, Truthful auctions for pricing search keywords, Proceedings of the 7th ACM conference on Electronic commerce , EC '06, 2006.
DOI : 10.1145/1134707.1134708

Y. Bachrach, S. Ceppi, I. Kash, P. Key, and M. R. Khani, Mechanism design for mixed ads, Proc. of WWW, 2016.

E. H. Clarke, Multipart pricing of public goods, Public Choice, vol.7, issue.1, pp.17-33, 1971.
DOI : 10.1007/BF01726210

R. Dejarnette, Click-through rate of top 10 search results in Google, 2012.

S. Dobzinskia, R. Lavib, and N. Nisan, Multi-unit auctions with budget limits, Games and Economic Behavior, vol.74, issue.2, pp.486-503, 2012.
DOI : 10.1016/j.geb.2011.08.003

B. Edelman, M. Ostrovsky, and M. Schwarz, Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords, American Economic Review, vol.97, issue.1, pp.242-259, 2007.
DOI : 10.1257/aer.97.1.242

A. Goel and K. Munagala, Hybrid keyword search auctions, Proceedings of the 18th international conference on World wide web, WWW '09, pp.221-230, 2009.
DOI : 10.1145/1526709.1526740
URL : http://www2009.org/proceedings/pdf/p221.pdf

S. Goel, S. Lahaie, and S. Vassilvitskii, Contract Auctions for Sponsored Search, Proc. of WINE, 2009.
DOI : 10.1007/978-3-642-10841-9_19
URL : http://messymatters.com/sharad/papers/contract_auctions.pdf

T. Groves, Incentives in Teams, Econometrica, vol.41, issue.4, pp.617-631, 1973.
DOI : 10.2307/1914085

S. Lahaie, An analysis of alternative slot auction designs for sponsored search, Proceedings of the 7th ACM conference on Electronic commerce , EC '06, pp.218-227, 2006.
DOI : 10.1145/1134707.1134731

P. Maillé, E. Markakis, M. Naldi, G. Stamoulis, and B. Tuffin, Sponsored search auctions: an overview of research with emphasis on game theoretic aspects, Electronic Commerce Research, vol.2, issue.1, pp.265-300, 2012.
DOI : 10.1093/acprof:oso/9780199269181.001.0001

P. Maillé and B. Tuffin, Telecommunication Network Economics: From Theory to Applications, 2014.
DOI : 10.1017/CBO9781139507103

P. Milgrom, Auctions and Bidding: A Primer, Journal of Economic Perspectives, vol.3, issue.3, pp.3-22, 1989.
DOI : 10.1257/jep.3.3.3
URL : https://pubs.aeaweb.org/doi/pdfplus/10.1257/jep.3.3.3

R. Paes-leme and E. Tardos, Sponsored search equilibria for conservative bidders, Proc. of the 5th Workshop on Ad Auctions, 2009.

H. R. Varian, Position auctions, International Journal of Industrial Organization, vol.25, issue.6, pp.1163-1178, 2005.
DOI : 10.1016/j.ijindorg.2006.10.002

W. Vickrey, COUNTERSPECULATION, AUCTIONS, AND COMPETITIVE SEALED TENDERS, The Journal of Finance, vol.16, issue.1, pp.8-37, 1961.
DOI : 10.1111/j.1540-6261.1961.tb02789.x