Simultaneous Ad Auctions
We consider a model with two simultaneous VCG ad auctions A and B where each advertiser chooses to participate in a single ad auction. We prove the existence and uniqueness of a symmetric equilibrium in that model. Moreover, when the click rates in A are pointwise higher than those in B, we prove th...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
Institute for Operations Research and the Management Sciences (INFORMS)
2012
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| Online Access: | http://hdl.handle.net/1721.1/74596 https://orcid.org/0000-0003-2124-738X |
| Summary: | We consider a model with two simultaneous VCG ad auctions A and B where each advertiser chooses to participate in a single ad auction. We prove the existence and uniqueness of a symmetric equilibrium in that model. Moreover, when the click rates in A are pointwise higher than those in B, we prove that the expected revenue in A is greater than the expected revenue in B in this equilibrium. In contrast, we show that this revenue ranking does not hold when advertisers can participate in both auctions. |
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