Ashlagi, Itai; Edelman, Benjamin G.; Lee, Hoan Soo - Harvard Business School, Harvard University - 2010
We present a two-stage model of competing ad auctions. Search engines attract users via Cournot-style competition. Meanwhile, each advertiser must pay a participation cost to use each ad platform, and advertiser entry strategies are derived using symmetric Bayes-Nash equilibrium that lead to the...