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The device-to-device load balancing (D2D-LB) paradigm has been advocated in recent small-cell architecture design for cellular networks. The idea is to exploit inter-cell D2D communication and dynamically relay traffic of a busy cell to adjacent under-utilized cells to improve spectrum temporal efficiency, addressing a fundamental drawback of small-cell architecture. Technical challenges of D2D-LB have been studied in previous works. The potential of D2D-LB, however, cannot be fully realized without providing proper incentive mechanism for device participation. In this paper, we address this economical challenge using an online procurement auction framework. In our design, multiple sellers (devices) submit bids to participate in D2D-LB and the auctioneer (cellular service provider) evaluates all the bids and decides to purchase a subset of them to fulfill load balancing requirement with the minimum social cost …