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Article Dans Une Revue Operations Research Letters Année : 2020

How to bid in unified second-price auctions when requests are duplicated

Benjamin Heymann

Résumé

In display advertising auctions, a unique display opportunity may trigger many bid requests being sent to the same buyer. Bid request duplication is an issue: programmatic bidding agents might bid against themselves. In a simplified setting of unified second-price auctions, the optimal solution for the bidder is to randomize the bid, which is quite unusual. Our results motivate the recent switch to a unified first-price auction by showing that a unified second-price auction could have been detrimental to all participants.
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Dates et versions

hal-02867979 , version 1 (15-06-2020)

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Benjamin Heymann. How to bid in unified second-price auctions when requests are duplicated. Operations Research Letters, 2020, 48 (4), pp.446-451. ⟨10.1016/j.orl.2020.05.010⟩. ⟨hal-02867979⟩

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