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Book . 2016
Full-Text: https://www.ssoar.info/ssoar/bitstream/document/65587/1/ssoar-2016-mclaughlin_et_al-Online_ad_auctions_an_experiment.pdf
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EconStor
Research . 2016
Data sources: EconStor
EconStor
Research . 2016
Data sources: EconStor
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Online ad auctions: an experiment

descriptionPublicationkeyboard_double_arrow_right Book , Research , Article 01 Jan 2016 United States English Publisher:Santa Cruz, CA: University of California, Economics Department
Authors: McLaughlin, Kevin; Friedman, Daniel;

handle: 10419/148101 , 10419/129114

Online ad auctions: an experiment

Abstract

A human subject laboratory experiment compares the real-time market performance of the two most popular auction formats for online ad space, Vickrey- Clarke-Groves (VCG) and Generalized Second Price (GSP). Theoretical predictions made in papers by Varian (2007) and Edelman et al. (2007) seem to organize the data well overall. Efficiency under VCG exceeds that under GSP in nearly all treatments. The difference is economically significant in the more competitive parameter configurations and is statistically significant in most treatments. Revenue capture tends to be similar across auction formats in most treatments.

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United States
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Keywords

ddc:330, Laboratory Experiments; Online Auctions, auction, L11, M3, Auktion, Auction, Laboratory Experiments, online service, Advertising, Online-Dienst, C92, L81, Werbung, advertising, D44, Online Auctions

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selected citations
These citations are derived from selected sources.
This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Citations provided by BIP!
popularity
This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.
BIP!Popularity provided by BIP!
influence
This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).
BIP!Influence provided by BIP!
impulse
This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.
BIP!Impulse provided by BIP!
0
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