IDEAS home Printed from https://ideas.repec.org/p/cwl/cwldpp/2429.html
   My bibliography  Save this paper

Bidding with Budgets: Algorithmic and Data-Driven Bids in Digital Advertising

Author

Listed:
  • Dirk Bergemann

    (Yale University)

  • Alessandro Bonatti

    (Massachusetts Institute of Technology)

  • Nicholas Wu

    (Yale University)

Abstract

In digital advertising, the allocation of sponsored search, sponsored product, or display advertisements is mediated by auctions. The generation of bids in these auctions for attention is increasingly supported by auto-bidding algorithms and platform-provided data. We analyze the equilibrium properties of a sequence of increasingly sophisticated auto-bidding algorithms. First, we consider the equilibrium bidding behavior of an individual advertiser who controls the auto bidding algorithm through the choice of their budget. Second, we examine the interaction when all bidders use budget-controlled bidding algorithms. Finally, we derive the bidding algorithm that maximizes the platformÕs revenue while ensuring all advertisers continue to participate.

Suggested Citation

  • Dirk Bergemann & Alessandro Bonatti & Nicholas Wu, 2025. "Bidding with Budgets: Algorithmic and Data-Driven Bids in Digital Advertising," Cowles Foundation Discussion Papers 2429, Cowles Foundation for Research in Economics, Yale University.
  • Handle: RePEc:cwl:cwldpp:2429
    as

    Download full text from publisher

    File URL: https://cowles.yale.edu/sites/default/files/2025-03/d2429.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Emilio Calvano & Giacomo Calzolari & Vincenzo Denicolò & Sergio Pastorello, 2020. "Artificial Intelligence, Algorithmic Pricing, and Collusion," American Economic Review, American Economic Association, vol. 110(10), pages 3267-3297, October.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shi, Ziyi & Xu, Meng & Song, Yancun & Zhu, Zheng, 2024. "Multi-Platform dynamic game and operation of hybrid Bike-Sharing systems based on reinforcement learning," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 181(C).
    2. Inkoo Cho & Noah Williams, 2024. "Collusive Outcomes Without Collusion," Papers 2403.07177, arXiv.org.
    3. Kopalle, Praveen K. & Pauwels, Koen & Akella, Laxminarayana Yashaswy & Gangwar, Manish, 2023. "Dynamic pricing: Definition, implications for managers, and future research directions," Journal of Retailing, Elsevier, vol. 99(4), pages 580-593.
    4. Ding, Shasha & Sun, Hao & Sun, Panfei & Han, Weibin, 2022. "Dynamic outcome of coopetition duopoly with implicit collusion," Chaos, Solitons & Fractals, Elsevier, vol. 160(C).
    5. Daníelsson, Jón & Macrae, Robert & Uthemann, Andreas, 2022. "Artificial intelligence and systemic risk," Journal of Banking & Finance, Elsevier, vol. 140(C).
    6. Thomas Loots & Arnoud V. den Boer, 2023. "Data‐driven collusion and competition in a pricing duopoly with multinomial logit demand," Production and Operations Management, Production and Operations Management Society, vol. 32(4), pages 1169-1186, April.
    7. Soria, Jorge & Moya, Jorge & Mohazab, Amin, 2023. "Optimal mining in proof-of-work blockchain protocols," Finance Research Letters, Elsevier, vol. 53(C).
    8. Zhijun Chen & Chongwoo Choe & Jiajia Cong & Noriaki Matsushima, 2022. "Data‐driven mergers and personalization," RAND Journal of Economics, RAND Corporation, vol. 53(1), pages 3-31, March.
    9. Böheim, René & Hackl, Franz & Hölzl-Leitner, Michael, 2021. "The impact of price adjustment costs on price dispersion in e-commerce," International Journal of Industrial Organization, Elsevier, vol. 77(C).
    10. Emilio Calvano & Giacomo Calzolari & Vincenzo Denicolò & Sergio Pastorello, 2019. "Algorithmic Pricing What Implications for Competition Policy?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 55(1), pages 155-171, August.
    11. Ganesh Iyer & T. Tony Ke, 2024. "Competitive Model Selection in Algorithmic Targeting," Marketing Science, INFORMS, vol. 43(6), pages 1226-1241, November.
    12. Bingyan Han, 2021. "Understanding algorithmic collusion with experience replay," Papers 2102.09139, arXiv.org, revised Mar 2021.
    13. Marcel Wieting & Geza Sapi, 2021. "Algorithms in the Marketplace: An Empirical Analysis of Automated Pricing in E-Commerce," Working Papers 21-06, NET Institute.
    14. Yiquan Gu & Leonardo Madio & Carlo Reggiani, 2019. "Exclusive Data, Price Manipulation and Market Leadership," CESifo Working Paper Series 7853, CESifo.
    15. Martino Banchio & Giacomo Mantegazza, 2022. "Artificial Intelligence and Spontaneous Collusion," Papers 2202.05946, arXiv.org, revised Sep 2023.
    16. Zengqing Wu & Run Peng & Xu Han & Shuyuan Zheng & Yixin Zhang & Chuan Xiao, 2023. "Smart Agent-Based Modeling: On the Use of Large Language Models in Computer Simulations," Papers 2311.06330, arXiv.org, revised Dec 2023.
    17. Stefano Colombo & Aldo Pignataro, 2022. "Information accuracy and collusion," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(3), pages 638-656, August.
    18. Martin, Ian W.R. & Nagel, Stefan, 2022. "Market efficiency in the age of big data," Journal of Financial Economics, Elsevier, vol. 145(1), pages 154-177.
    19. Tan, Changchun & Mo, Lingyu & Wu, Xiaomeng & Zhou, Peng, 2024. "Fintech development and corporate credit risk: Evidence from an emerging market," International Review of Financial Analysis, Elsevier, vol. 92(C).
    20. Jens Prüfer & Patricia Prüfer, 2020. "Data science for entrepreneurship research: studying demand dynamics for entrepreneurial skills in the Netherlands," Small Business Economics, Springer, vol. 55(3), pages 651-672, October.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cwl:cwldpp:2429. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Brittany Ladd (email available below). General contact details of provider: https://edirc.repec.org/data/cowleus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.