Reserve Prices in Internet Advertising Auctions: A Field Experiment

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 pric...

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Veröffentlicht in:	The Journal of political economy 2023-12, Vol.131 (12), p.3352-3376
Hauptverfasser:	Ostrovsky, Michael, Schwarz, Michael
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertisements Auctions Economic theory Online advertising Political economy Prices
Online-Zugang:	Volltext
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