This paper illustrates a method for making side payments to advertiser networks
that creates an incentive for the advertiser networks to submit the second-highest
bids they received to an ad exchange and simultaneously ensures that the publishers
will make more money on average in the short run as a result of adopting this
scheme. We also illustrate how this payment scheme affects publisher payoffs in the
long run after advertisers have a chance to modify their strategies in response to
the changed incentives of the mechanism.