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We study information design in click-through auctions, in which the bidders/advertisers bid for winning an opportunity to show their ads but only pay for realized clicks. The payment may or may not happen, and its probability is called the click-through rate (CTR). This auction format is widely used in the industry of online advertising. Bidders have private values, whereas the seller has private information about each bidder’s CTRs. We are interested in the seller’s problem of partially revealing CTR information to maximize revenue. Information design in click-through auctions turns out to be intriguingly different from almost all previous studies in this space since any revealed information about CTRs will never affect bidders' bidding behaviors - they will always bid their true value per click - but only affect the auction’s allocation and payment rule. In some sense, this makes information design effectively a constrained mechanism design problem. Our first result is an FPTAS to compute an approximately optimal mechanism under a constant number of bidders. The design of this algorithm leverages Bayesian bidder values which help to "smooth" the seller’s revenue function and lead to better tractability. The design of this FPTAS is complex and primarily algorithmic. Our second main result pursues the design of "simple" mechanisms that are approximately optimal yet more practical. We primarily focus on the two-bidder situation, which is already notoriously challenging as demonstrated in recent works. When bidders' CTR distribution is symmetric, we develop a simple prior-free signaling scheme, whose construction relies on a parameter termed optimal signal ratio. The constructed scheme provably obtains a good approximation as long as the maximum and minimum of bidders' value density functions do not differ much. 

We analyze the optimal information design in a click-through auction with stochastic click-through rates and known valuations per click. The auctioneer takes as given the auction rule of the clickthrough auction, namely the generalized second-price auction. Yet, the auctioneer can design the information flow regarding the clickthrough rates among the bidders. We require that the information structure to be calibrated in the learning sense. With this constraint, the auction needs to rank the ads by a product of the value and a calibrated prediction of the click-through rates. The task of designing an optimal information structure is thus reduced to the task of designing an optimal calibrated prediction. We show that in a symmetric setting with uncertainty about the click-through rates, the optimal information structure attains both social efficiency and surplus extraction. The optimal information structure requires private (rather than public) signals to the bidders. It also requires correlated (rather than independent) signals, even when the underlying uncertainty regarding the click-through rates is independent. Beyond symmetric settings, we show that the optimal information structure requires partial information disclosure, and achieves only partial surplus extraction.