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Selling Impressions: Efficiency vs. Competition

Author

Listed:
  • Bergemann, Dirk
  • Heumann, Tibor
  • Morris, Stephen

Abstract

In digital advertising, a publisher selling impressions faces a trade-off in deciding how precisely to match advertisers with viewers. A more precise match generates efficiency gains that the publisher can hope to exploit. A coarser match will generate a thicker market and thus more competition. The publisher can control the precision of the match by controlling the amount of information that advertisers have about viewers. We characterize the optimal trade-off when impressions are sold by auction. The publisher pools premium matches for advertisers (when there will be less competition on average) but gives advertisers full information about lower quality matches.

Suggested Citation

  • Bergemann, Dirk & Heumann, Tibor & Morris, Stephen, 2021. "Selling Impressions: Efficiency vs. Competition," CEPR Discussion Papers 16402, C.E.P.R. Discussion Papers.
    • Handle: RePEc:cpr:ceprdp:16402
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    Cited by:

    1. is not listed on IDEAS
    2. Dirk Bergemann & Benjamin Brooks & Stephen Morris, 2021. "Optimal Information Disclosure in Auctions," Cowles Foundation Discussion Papers 2318, Cowles Foundation for Research in Economics, Yale University.

    More about this item

    Keywords

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    JEL classification:

    • D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
    • D47 - Microeconomics - - Market Structure, Pricing, and Design - - - Market Design
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • D84 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Expectations; Speculations

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