This paper presents an empirical model of sponsored search auctions in which advertisers are ranked by bid and ad … information' assumption. The ad value is characterized by a tractable analytical solution given observed auction parameters. Using … Yahoo! search auction data, we estimate value distributions and study the bidding behavior across product categories. We …

In many auctions, buyers are represented by an intermediary that manages their bidding process, along with that of … other buyers. Notably, this is prevalent in the real-time online display advertising market, in which advertisers bid for …

Can search engines increase revenues by changing their position auctions? In this paper, I analyze position auctions … with general pricing rules to answer this question. In these auctions, there are several items that are commonly ranked by … bidders with unit demand. I show that revenues remain the same for position auctions with regular pricing rules where the …

Auctions as a mechanism for allocating advertising positions for specific keywords entered by search engine users are … used routinely by numerous firms. Considerable research has been conducted to ascertain auction formats that generate the … assigned a single advertising position, at most. This paper relaxes that assumption (a bidder can bid for and win multiple …

This paper considers how a publisher should set reserve prices for real-time bidding (RTB) auctions when selling … display advertising impressions through ad exchanges, a $115 billion market and growing. Conducting a series of field … by 35% and observe evidence that advertisers use a minimum impression constraint to ensure advertising reach.Based on …