nep-ict New Economics Papers
on Information and Communication Technologies
Issue of 2010‒06‒04
one paper chosen by
Walter Frisch
University Vienna

  1. Reserve Prices in Internet Advertising Auctions: A Field Experiment By Ostrovsky, Michael; Schwarz, Michael

  1. By: Ostrovsky, Michael (Stanford University); Schwarz, Michael (Yahoo! Labs)
    Abstract: 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, following the introduction of new reserve prices revenues in these auctions have increased substantially.
    Date: 2009–12

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