Online ad auctions: an experiment

Arbeitspapier | Working paper

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.

Object Details

• Extent: Seite(n): 33
• Language: Englisch
• Notes: Status: Veröffentlichungsversion

References and Relationships

• Bibliographic citation: Discussion Papers / Wissenschaftszentrum Berlin für Sozialforschung, Forschungsschwerpunkt Markt und Entscheidung, Forschungsprofessur Market Design: Theory and Pragmatics (SP II 2016-501)

Classification and Topics

• Subject: Wirtschaft ; Publizistische Medien, Journalismus,Verlagswesen ; Marketing ; interaktive, elektronische Medien ; Werbung ; Auktion ; Online-Dienst

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): McLaughlin, Kevin ; Friedman, Daniel
• Event: Veröffentlichung
• (who): Wissenschaftszentrum Berlin für Sozialforschung gGmbH
• (where): Deutschland, Berlin
• (when): 2016

Further information

• Handle: http://hdl.handle.net/10419/129114
• Rights: GESIS - Leibniz-Institut für Sozialwissenschaften. Bibliothek Köln
• Last update: 21.06.2024, 4:27 PM CEST