We start our analysis of auction formats with the second-price auction, where the winning bidder does not pay the bid he submitted but, instead, the second-highest bid. This auction format is relatively easy to analyze, requiring limited mathematical steps, and thus we believe that it can serve as a first approximation to bidding behavior for non-technical readers. Examples of this auction format include eBay sales, auctioning radio spectrums, and the pricing that search engines, such as Google, Bing, or Yahoo, use to sell keyword-based advertising.