McLaughlin, Kevin; Friedman, Daniel - 2016 - This version: February 16, 2016
A human subject laboratory experiment compares the real-time market performance of the two most popular auction formats … for online ad space, Vickrey- Clarke-Groves (VCG) and Generalized Second Price (GSP). Theoretical predictions made in … configurations and is statistically significant in most treatments. Revenue capture tends to be similar across auction formats in …