Bid coordination in sponsored search auctions: Detection methodology and empirical analysis
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- dc.contributor.author Decarolis, Francesco
- dc.contributor.author Goldmanis, Maris
- dc.contributor.author Penta, Antonio
- dc.contributor.author Shakhgildyan, Ksenia
- dc.contributor.other Universitat Pompeu Fabra. Departament d'Economia i Empresa
- dc.date.accessioned 2024-11-14T10:10:13Z
- dc.date.available 2024-11-14T10:10:13Z
- dc.date.issued 2021-05-01
- dc.date.modified 2024-11-14T10:08:05Z
- dc.description.abstract Bid delegation to specialized intermediaries is common in the auction systems used to sell internet advertising. When the same intermediary concentrates the demand for ad space from competing advertisers, its incentive to coordinate client bids might alter the functioning of the auctions. Using proprietary data from auctions held on a major search engine, this study develops a methodology to detect bid coordination. It also presents a strategy to estimate a bound on the search engine revenue losses imposed by coordination relative to a counterfactual benchmark of competitive bidding. In the data, coordination is detected in 55 percent of the cases of delegated bidding observed and the associated upper bound revenue loss for the search engine ranges between 5.3 and 10.4 percent.
- dc.format.mimetype application/pdf*
- dc.identifier https://econ-papers.upf.edu/ca/paper.php?id=1782
- dc.identifier.citation
- dc.identifier.uri http://hdl.handle.net/10230/68680
- dc.language.iso eng
- dc.relation.ispartofseries Economics and Business Working Papers Series; 1782
- dc.rights L'accés als continguts d'aquest document queda condicionat a l'acceptació de les condicions d'ús establertes per la següent llicència Creative Commons
- dc.rights.accessRights info:eu-repo/semantics/openAccess
- dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/3.0/es/
- dc.subject.keyword online advertising
- dc.subject.keyword sponsored search auctions
- dc.subject.keyword delegation
- dc.subject.keyword common agency
- dc.subject.keyword Macroeconomics and International Economics
- dc.title Bid coordination in sponsored search auctions: Detection methodology and empirical analysis
- dc.title.alternative
- dc.type info:eu-repo/semantics/workingPaper