Online Ad Auctions

Hal R. Varian

167 citations0/0 files storedAmerican Economic Review

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Auction Theory and Applications Consumer Market Behavior and Pricing Digital Platforms and Economics

Abstract

I describe how search engines sell ad space using an auction. I analyze advertiser behavior in this context using elementary price theory and derive a simple way to estimate the producer surplus generated by online search advertising. It appears that the estimated value of online advertising tends to be between 2 and 2.3 times advertising expenditures. JEL: D44 (Auctions), D21 (Firm Behavior)

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References

2007Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords 1990Two-Sided Matching 2006Position auctions 1986Multi-Item Auctions 2010Computer Mediated Transactions 1985The Strategy Structure of Two-Sided Matching Markets 2013The Philosophy of Science and Technology Studies

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2011Consumer Search and Dynamic Price Dispersion: An Application to Gasoline Markets 2014The VCG Auction in Theory and Practice 2010Empirical Industrial Organization: A Progress Report 2014Mean Field Equilibria of Dynamic Auctions with Learning 2016The economics of algorithmic selection on the Internet 2020AI algorithms, price discrimination and collusion: a technological, economic and legal perspective 2012On revenue in the generalized second price auction 2011

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