Buy-it-now or Take-a-chance: Price Discrimination through Randomized Auctions
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.
|Date of creation:||Dec 2012|
|Contact details of provider:|| Postal: National Bureau of Economic Research, 1050 Massachusetts Avenue Cambridge, MA 02138, U.S.A.|
Web page: http://www.nber.org
More information through EDIRC
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Avi Goldfarb & Catherine Tucker, 2011. "Online Display Advertising: Targeting and Obtrusiveness," Marketing Science, INFORMS, vol. 30(3), pages 389-404, 05-06.
- Lewis, Tracy R & Sappington, David E M, 1994. "Supplying Information to Facilitate Price Discrimination," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 35(2), pages 309-27, May.
- Budish, Eric B. & Takeyama, Lisa N., 2001. "Buy prices in online auctions: irrationality on the internet?," Economics Letters, Elsevier, vol. 72(3), pages 325-333, September.
- Philip A. Haile & Elie Tamer, 2003.
"Inference with an Incomplete Model of English Auctions,"
Journal of Political Economy,
University of Chicago Press, vol. 111(1), pages 1-51, February.
- Haile,P.A. & Tamer,E.T., 2000. "Inference with an incomplete model of English auctions," Working papers 18, Wisconsin Madison - Social Systems.
- Philip Haile, 2000. "Inference with an Incomplete Model of English Auctions," Econometric Society World Congress 2000 Contributed Papers 1546, Econometric Society.
- Péter Eső & Balázs Szentes, 2007. "Optimal Information Disclosure in Auctions and the Handicap Auction," Review of Economic Studies, Oxford University Press, vol. 74(3), pages 705-731.
- Madarász, Kristóf & Prat, Andrea, 2010.
"Screening with an Approximate Type Space,"
CEPR Discussion Papers
7900, C.E.P.R. Discussion Papers.
- Kristóf Madarász & Andrea Prat, 2010. "Screening with an Approximate Type Space," STICERD - Theoretical Economics Paper Series 548, Suntory and Toyota International Centres for Economics and Related Disciplines, LSE.
- Kristóf Madarász & Andrea Prat, 2010. "Screening with an approximate type space," LSE Research Online Documents on Economics 35056, London School of Economics and Political Science, LSE Library.
- Randall Lewis & Justin M. Rao & David H. Reiley, 2013.
"Measuring the Effects of Advertising: The Digital Frontier,"
NBER Working Papers
19520, National Bureau of Economic Research, Inc.
- Randall Lewis & Justin M. Rao & David H. Reiley, 2015. "Measuring the Effects of Advertising: The Digital Frontier," NBER Chapters, in: Economic Analysis of the Digital Economy, pages 191-218 National Bureau of Economic Research, Inc.
- Pascal Courty & Li Hao, 1997.
Economics Working Papers
224, Department of Economics and Business, Universitat Pompeu Fabra.
- Santiago R. Balseiro & Omar Besbes & Gabriel Y. Weintraub, 2012. "Auctions for Online Display Advertising Exchanges: Approximations and Design," Working Papers 12-11, NET Institute.
- Ostrovsky, Michael & Schwarz, Michael, 2009. "Reserve Prices in Internet Advertising Auctions: A Field Experiment," Research Papers 2054, Stanford University, Graduate School of Business.
When requesting a correction, please mention this item's handle: RePEc:nbr:nberwo:18590. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: ()
If references are entirely missing, you can add them using this form.