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How Do Digital Advertising Auctions Impact Product Prices?

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  • Bergemann, Dirk
  • Bonatti, Alessandro
  • Wu, Nick

Abstract

We ask how the advertising mechanisms of digital platforms impact product prices. We present a model that integrates three fundamental features of digital advertising markets: (i) advertisers can reach customers on and off-platform, (ii) additional data enhances the value of matching advertisers and consumers, and (iii) bidding follows auction-like mechanisms. We compare data-augmented auctions, which leverage the platform's data advantage to improve match quality, with managed campaign mechanisms, where advertisers' budgets are transformed into personalized matches and prices through auto-bidding algorithms. In data-augmented second-price auctions, advertisers increase off-platform product prices to boost their competitiveness on-platform. This leads to socially efficient allocations on-platform, but inefficient allocations off-platform due to high product prices. The platform-optimal mechanism is a sophisticated managed campaign that conditions on-platform prices for sponsored products on off-platform prices set by all advertisers. Relative to auctions, the optimal managed campaign raises off-platform product prices and further reduces consumer surplus.

Suggested Citation

  • Bergemann, Dirk & Bonatti, Alessandro & Wu, Nick, 2023. "How Do Digital Advertising Auctions Impact Product Prices?," CEPR Discussion Papers 18346, C.E.P.R. Discussion Papers.
    • Handle: RePEc:cpr:ceprdp:18346
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    1. is not listed on IDEAS
    2. Dirk Bergemann & Alessandro Bonatti, 2024. "Data, Competition, and Digital Platforms," American Economic Review, American Economic Association, vol. 114(8), pages 2553-2595, August.
    3. Shota Ichihashi, 2025. "Platform-Enabled Algorithmic Pricing," Working Papers 25-03, NET Institute.
    4. Guy Aridor & Rafael Jiménez-Durán & Ro'ee Levy & Lena Song, 2024. "The Economics of Social Media," Journal of Economic Literature, American Economic Association, vol. 62(4), pages 1422-1474, December.
    5. Bergemann, Dirk & Bonatti, Alessandro & Wu, Nicholas, 2025. "Bidding with budgets: Data-driven bid algorithms in digital advertising," International Journal of Industrial Organization, Elsevier, vol. 102(C).

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