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On Best-Response Bidding in GSP Auctions

Author

Listed:
  • Matthew Cary
  • Aparna Das
  • Benjamin Edelman
  • Ioannis Giotis
  • Kurtis Heimerl
  • Anna R. Karlin
  • Claire Mathieu
  • Michael Schwarz

Abstract

How should players bid in keyword auctions such as those used by Google, Yahoo! and MSN? We model ad auctions as a dynamic game of incomplete information, so we can study the convergence and robustness properties of various strategies. In particular, we consider best-response bidding strategies for a repeated auction on a single keyword, where in each round, each player chooses some optimal bid for the next round, assuming that the other players merely repeat their previous bids. We focus on a strategy we call Balanced Bidding (bb). If all players use the bb strategy, we show that bids converge to a bid vector that obtains in a complete information static model proposed by Edelman, Ostrovsky and Schwarz (2007). We prove that convergence occurs with probability 1, and we compute the expected time until convergence.

Suggested Citation

  • Matthew Cary & Aparna Das & Benjamin Edelman & Ioannis Giotis & Kurtis Heimerl & Anna R. Karlin & Claire Mathieu & Michael Schwarz, 2008. "On Best-Response Bidding in GSP Auctions," NBER Working Papers 13788, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:13788
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    References listed on IDEAS

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    1. Benjamin Edelman & Michael Ostrovsky & Michael Schwarz, 2007. "Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords," American Economic Review, American Economic Association, vol. 97(1), pages 242-259, March.
    2. Young, H Peyton, 1993. "The Evolution of Conventions," Econometrica, Econometric Society, vol. 61(1), pages 57-84, January.
    3. Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
    4. Groves, Theodore, 1973. "Incentives in Teams," Econometrica, Econometric Society, vol. 41(4), pages 617-631, July.
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    Cited by:

    1. Emmanuel LORENZON, 2016. "Collusion with a Greedy Center in Position Auctions," Cahiers du GREThA (2007-2019) 2016-08, Groupe de Recherche en Economie Théorique et Appliquée (GREThA).
    2. Xiaoquan (Michael) Zhang & Juan Feng, 2011. "Cyclical Bid Adjustments in Search-Engine Advertising," Management Science, INFORMS, vol. 57(9), pages 1703-1719, February.
    3. Amin Sayedi & Kinshuk Jerath & Marjan Baghaie, 2018. "Exclusive Placement in Online Advertising," Marketing Science, INFORMS, vol. 37(6), pages 970-986, November.

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    More about this item

    JEL classification:

    • C15 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Statistical Simulation Methods: General
    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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