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Skewed Bidding in Pay-per-Action Auctions for Online Advertising

Author

Listed:
  • Nikhil Agarwal
  • Susan Athey
  • David Yang

Abstract

No abstract is available for this item.

Suggested Citation

  • Nikhil Agarwal & Susan Athey & David Yang, 2009. "Skewed Bidding in Pay-per-Action Auctions for Online Advertising," American Economic Review, American Economic Association, vol. 99(2), pages 441-447, May.
    • Handle: RePEc:aea:aecrev:v:99:y:2009:i:2:p:441-47
    Note: DOI: 10.1257/aer.99.2.441
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    Citations

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    Cited by:

    1. Susan Athey & Michael Luca, 2019. "Economists (and Economics) in Tech Companies," Journal of Economic Perspectives, American Economic Association, vol. 33(1), pages 209-230, Winter.
    2. Yi Zhu & Kenneth C. Wilbur, 2011. "Hybrid Advertising Auctions," Marketing Science, INFORMS, vol. 30(2), pages 249-273, 03-04.
    3. Hamid Nazerzadeh & Amin Saberi & Rakesh Vohra, 2013. "Dynamic Pay-Per-Action Mechanisms and Applications to Online Advertising," Operations Research, INFORMS, vol. 61(1), pages 98-111, February.
    4. Scott Duke Kominers & Alexander Teytelboym & Vincent P Crawford, 2017. "An invitation to market design," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 33(4), pages 541-571.
    5. Philippe Jehiel & Laurent Lamy, 2020. "On the Benefits of Set-Asides," Journal of the European Economic Association, European Economic Association, vol. 18(4), pages 1655-1696.
    6. Du, Ruihuan & Zhong, Yu & Nair, Harikesh S. & Cui, Bo & Shou, Ruyang, 2019. "Causally Driven Incremental Multi Touch Attribution Using a Recurrent Neural Network," Research Papers 3761, Stanford University, Graduate School of Business.
    7. Etro, Federico, 2013. "Advertising and search engines. A model of leadership in search advertising," Research in Economics, Elsevier, vol. 67(1), pages 25-38.
    8. Taylor, Greg, 2011. "The informativeness of on-line advertising," International Journal of Industrial Organization, Elsevier, vol. 29(6), pages 668-677.
    9. Cai, Gangshu (George) & Chen, Ying-Ju, 2011. "In-Store Referrals on the Internet," Journal of Retailing, Elsevier, vol. 87(4), pages 563-578.
    10. Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
    11. Kaplan, Todd R. & Zamir, Shmuel, 2015. "Advances in Auctions," Handbook of Game Theory with Economic Applications,, Elsevier.
    12. Federico Etro, 2012. "Leadership in Multi-sided Markets and Dominance in Online Advertising," Chapters, in: Joseph E. Harrington Jr & Yannis Katsoulacos (ed.), Recent Advances in the Analysis of Competition Policy and Regulation, chapter 11, Edward Elgar Publishing.
    13. Sander Renes, 2011. "Balancing the Bids, Solutions for Unit Price Auctions," Tinbergen Institute Discussion Papers 11-047/1, Tinbergen Institute.
    14. Dakshina G. De Silva & Timothy Dunne & Georgia Kosmopoulou & Carlos Lamarche, 2015. "Project modifications and bidding in highway procurement auctions," FRB Atlanta Working Paper 2015-14, Federal Reserve Bank of Atlanta.
    15. Sham M. Kakade & Ilan Lobel & Hamid Nazerzadeh, 2013. "Optimal Dynamic Mechanism Design and the Virtual-Pivot Mechanism," Operations Research, INFORMS, vol. 61(4), pages 837-854, August.
    16. Kaichen Zhang & Zixuan Yuan & Hui Xiong, 2024. "Optimized Cost Per Click in Online Advertising: A Theoretical Analysis," Papers 2405.14279, arXiv.org.
    17. Chrysanthos Dellarocas, 2012. "Double Marginalization in Performance-Based Advertising: Implications and Solutions," Management Science, INFORMS, vol. 58(6), pages 1178-1195, June.
    18. Vasant Dhar & Anindya Ghose, 2010. "Research Commentary ---Sponsored Search and Market Efficiency," Information Systems Research, INFORMS, vol. 21(4), pages 760-772, December.
    19. Ron Berman, 2018. "Beyond the Last Touch: Attribution in Online Advertising," Marketing Science, INFORMS, vol. 37(5), pages 771-792, September.
    20. Jiwoong Shin & Jungju Yu, 2021. "Targeted Advertising and Consumer Inference," Marketing Science, INFORMS, vol. 40(5), pages 900-922, September.
    21. Yu (Jeffrey) Hu & Jiwoong Shin & Zhulei Tang, 2016. "Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action," Management Science, INFORMS, vol. 62(7), pages 2022-2038, July.
    22. Richet, Jean-Loup, 2022. "How cybercriminal communities grow and change: An investigation of ad-fraud communities," Technological Forecasting and Social Change, Elsevier, vol. 174(C).

    More about this item

    JEL classification:

    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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