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Comparing predicted prices in auctions for online advertising

  • Bax, Eric
  • Kuratti, Anand
  • Mcafee, Preston
  • Romero, Julian

Online publishers sell opportunities to show ads. Some advertisers pay only if their ad elicits a user response. Publishers estimate response rates for ads in order to estimate expected revenues from showing the ads. Then publishers select ads that maximize estimated expected revenue.

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Article provided by Elsevier in its journal International Journal of Industrial Organization.

Volume (Year): 30 (2012)
Issue (Month): 1 ()
Pages: 80-88

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Handle: RePEc:eee:indorg:v:30:y:2012:i:1:p:80-88
Contact details of provider: Web page: http://www.elsevier.com/locate/inca/505551

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  1. repec:cup:cbooks:9780521536721 is not listed on IDEAS
  2. Thaler, Richard H, 1988. "Anomalies: The Winner's Curse," Journal of Economic Perspectives, American Economic Association, vol. 2(1), pages 191-202, Winter.
  3. 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.
  4. Levin, Jonathan & Athey, Susan, 2001. "Information and Competition in U.S. Forest Service Timber Auctions," Scholarly Articles 3612768, Harvard University Department of Economics.
  5. repec:cup:cbooks:9780521551847 is not listed on IDEAS
  6. Hal R. Varian, 2009. "Online Ad Auctions," American Economic Review, American Economic Association, vol. 99(2), pages 430-34, May.
  7. Jorion, Philippe, 1986. "Bayes-Stein Estimation for Portfolio Analysis," Journal of Financial and Quantitative Analysis, Cambridge University Press, vol. 21(03), pages 279-292, September.
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