Key points are not available for this paper at this time.
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.
Wilkens et al. (Mon,) studied this question.