Soft Floors in Auctions
Published Online:11 Jun 2019https://doi.org/10.1287/mnsc.2018.3164
References
- (2016) Peaches, lemons, and cookies: Designing auction markets with dispersed information. Working paper, Stanford University, Stanford, CA.Google Scholar
- (2016) Adverse selection and auction design for Internet display advertising. Amer. Econom. Rev. 106(10):2852–2866.Crossref, Google Scholar
- (2015) Repeated auctions with budgets in ad exchanges: Approximations and design. Management Sci. 61(4):864–884.Link, Google Scholar
- (1996) Auctions vs. negotiations. Amer. Econom. Rev. 86(1):180–194.Google Scholar
- (2014) Buy-it-now or take-a-chance: Price discrimination through randomized auctions. Management Sci. 60(12):2927–2948.Link, Google Scholar
- (2012) Revenue equivalence in sequential auctions. Econom. Bull. 32(2):1272–1281.Google Scholar
- (2017) Programmatic advertising is preparing for the first-price auction era. Accessed December 1, 2017, https://digiday.com/marketing/programmatic-advertising-readying-first-price-auction-era/.Google Scholar
- (2017) Online display advertising markets: A literature review and future directions. Research paper, Columbia Business School, New York.Google Scholar
- (2016) More than two-thirds of US digital display ad spending is programmatic. Accessed December 1, 2017, https://www.emarketer.com/.Google Scholar
- (1994) Sequential auctions of stochastically equivalent objects. Econom. Lett. 44:87–90.Crossref, Google Scholar
- (2017) The impact of floor prices in real-time online display advertising auctions on publisher's profit. Working paper, University of Frankfurt, Frankfurt, Germany.Google Scholar
- (2015) I study billions of online ad impressions to know the truth. Accessed December 1, 2017, https://www.quora.com/How-do-I-estimate-the-total-number-of-online-ad-impressions-that-might-be-seen-by-internet-users-over-a-30-day-period-for-a-given-U-S-DMA.Google Scholar
- (2014) What is different about online advertising? Rev. Indust. Organ. 44(2):115–129.Crossref, Google Scholar
- (1967) Toward a study of bidding processes, part four: Games with unknown costs. Naval Res. Quart. 14(4):415–443.Crossref, Google Scholar
- (1990) Equilibrium bid functions for auctions with an uncertain number of bidders. Econom. Lett. 33(1):35–40.Crossref, Google Scholar
- (2015) Effects of internet display advertising in the purchase funnel. J. Marketing Res. 52(3):375–393.Crossref, Google Scholar
- (2017) Ghost ads: A revolution in measuring ad effectiveness. J. Marketing Res. 54(6):867–884.Crossref, Google Scholar
- (2012) Asymmetric first-price auctions with uniform distributions: Analytic solutions to the general case. Econom. Theory 50(2):269–302.Crossref, Google Scholar
- (2009) Auction Theory, 2nd ed. (Academic Press, San Diego).Google Scholar
- (2000) Asymmetric auctions. Rev. Econom. Stud. 67(3):413–438.Crossref, Google Scholar
- ( 2000) A theory of auctions and competitive bidding II. Klemperer P, ed. The Economic Theory of Auctions (Edward Elgar, Cheltenham, UK), 1–16.Google Scholar
- (2017) Three ways first-price auctions will expand programmatic transparency and revenue. Accessed December 1, 2017, http://360.advertisingweek.com/3-ways-first-price-auctions-will-expand-programmatic-transparency-revenue/.Google Scholar
- (1981) Optimal auction design. Math. Oper. Res. 6(1):58–73.Link, Google Scholar
- (2010) Price floors, second price auctions and market dynamics. Accessed December 1, 2017, http://www.mikeonads.com.Google Scholar
- (2010) First-price equilibrium and revenue equivalence in a sequential procurement auction model. Econom. Theory 43(1):99–141.Crossref, Google Scholar
- (1990) Why are Vickrey auctions rare? J. Political Econom. 98(1):94–109.Crossref, Google Scholar
- (2016) How does the mobile RTB auction process work? Accessed December 1, 2017, https://www.applift.com/blog/real-time-bidding-auction.Google Scholar
- (2010) Oct. 27, 1994: Web gives birth to banner ads. Wired (October 27), https://www.wired.com/2010/10/1027hotwired-banner-ads/.Google Scholar
- (2012) Second-guessing the second-price auction model. Sell-sider column on Ad Exchanger website. Accessed December 1, 2017, https://adexchanger.com/data-driven-thinking/second-guessing-the-second-price-auction-model/.Google Scholar
- (2013) Introducing soft price floors. MoPub platform announcement. Accessed December 1, 2017, http://www.mopub.com/2013/04/12/introducing-soft-price-floors/.Google Scholar
- (2013) Real-time bidding for online advertising: Measurement and analysis. Proc. 7th Internat. Workshop Data Mining Online Advertising (ACM, New York).Crossref, Google Scholar

