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Online ad auctions: an experiment
[working paper]
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Wissenschaftszentrum Berlin für Sozialforschung gGmbH
Abstract 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 papers by Varian (2007) and Edelman et al. (2007) seem to orga... view more
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 papers by Varian (2007) and Edelman et al. (2007) seem to organize the data well overall. Efficiency under VCG exceeds that under GSP in nearly all treatments. The difference is economically significant in the more competitive parameter configurations and is statistically significant in most treatments. Revenue capture tends to be similar across auction formats in most treatments.... view less
Keywords
advertising; auction; online service
Classification
Marketing
Interactive, electronic Media
Free Keywords
Laboratory Experiments; Online Auctions
Document language
English
Publication Year
2016
City
Berlin
Page/Pages
33 p.
Series
Discussion Papers / Wissenschaftszentrum Berlin für Sozialforschung, Forschungsschwerpunkt Markt und Entscheidung, Forschungsprofessur Market Design: Theory and Pragmatics, SP II 2016-501
Handle
https://hdl.handle.net/10419/129114
Status
Published Version; reviewed
Licence
Deposit Licence - No Redistribution, No Modifications