| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 5077862 | International Journal of Industrial Organization | 2016 | 9 Pages |
Abstract
This paper analyzes mechanisms for selling advertising inventory in a position auction in which displaying less than the maximal number of ads means the ads that are shown can be dynamically resized and displayed more prominently. I characterize the optimal mechanism with and without dynamic resizing, and illustrate how the optimal reserve prices in a Vickrey-Clarke-Groves mechanism vary with the amount of dynamic resizing and the number of bidders.
Related Topics
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Economics and Econometrics
Authors
Patrick Hummel,