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Buy-it-now or Take-a-chance: Price Discrimination through Randomized Auctions

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  • L. Elisa Celis
  • Gregory Lewis
  • Markus M. Mobius
  • Hamid Nazerzadeh

Abstract

Increasingly detailed consumer information makes sophisticated price discrimination possible. At fine levels of aggregation, demand may not obey standard regularity conditions. We propose a new randomized sales mechanism for such environments. Bidders can "buy-it-now" at a posted price, or "take-a-chance" in an auction where the top d > 1 bidders are equally likely to win. The randomized allocation incentivizes high valuation bidders to buy-it-now. We analyze equilibrium behavior, and apply our analysis to advertiser bidding data from Microsoft Advertising Exchange. In counterfactual simulations, our mechanism increases revenue by 4.4% and consumer surplus by 14.5% compared to an optimal second-price auction.

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Bibliographic Info

Paper provided by National Bureau of Economic Research, Inc in its series NBER Working Papers with number 18590.

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Date of creation: Dec 2012
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Handle: RePEc:nbr:nberwo:18590

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