Position auctions with dynamic resizing

• Autores: Patrick Hummel
• Localización: International journal of industrial organization, ISSN 0167-7187, Vol. 45, Nº. 0, 2016, págs. 38-46
• Idioma: inglés
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• Resumen

  • Abstract This paper analyzes mechanisms for selling advertising inventory in a position auction in which displaying less than the maximal number of ads means the ads that are shown can be dynamically resized and displayed more prominently. I characterize the optimal mechanism with and without dynamic resizing, and illustrate how the optimal reserve prices in a Vickrey–Clarke–Groves mechanism vary with the amount of dynamic resizing and the number of bidders.