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Nearly fifteen years ago, Google unveiled the generalized second price (GSP) auction. By all theoretical accounts including their own [Varian 14], this was the wrong auction --- the Vickrey-Clarke-Groves (VCG) auction would have been the proper choice --- yet GSP has succeeded spectacularly. We give a deep justification for GSPs success: advertisers preferences map to a model we call value maximization, they do not maximize profit as the standard theory would believe. For value maximizers, GSP is the truthful auction [Aggarwal 09]. Moreover, this implies an axiomatization of GSP --- it is an auction whose prices are truthful for value maximizers --- that can be applied much more broadly than the simple model for which GSP was originally designed. In particular, applying it to arbitrary single-parameter domains recovers the folklore definition of GSP. Through the lens of value maximization, GSP metamorphosizes into a powerful auction, sound in its principles and elegant in its simplicity.
Game theory is often used as a tool to analyze decentralized systems and their properties, in particular, blockchains. In this note, we take the opposite view. We argue that blockchains can and should be used to implement economic mechanisms because
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