Reserve Prices in Internet Advertising Auctions: A Field Experiment

• 成果类型: Article
• 署名作者: Ostrovsky, Michael; Schwarz, Michael
• 署名单位: Stanford University; National Bureau of Economic Research; Microsoft
• 刊物名称: JOURNAL OF POLITICAL ECONOMY
• ISSN/ISSBN: 0022-3808
• DOI: 10.1086/725702
• 发表日期: 2023
• 页码: 3352-3376
• 关键词: surplus; worth

摘要

We present the results of a large field experiment on setting reserve prices in auctions for online advertisements, guided by the theory of optimal auction design suitably adapted to the sponsored search setting. Consistent with the theory, revenues increased substantially after the new reserve prices were introduced.