Comparing predicted prices in auctions for online advertising
Randolph McAfee and
Julian Romero ()
International Journal of Industrial Organization, 2012, vol. 30, issue 1, 80-88
Online publishers sell opportunities to show ads. Some advertisers pay only if their ad elicits a user response. Publishers estimate response rates for ads in order to estimate expected revenues from showing the ads. Then publishers select ads that maximize estimated expected revenue.
Keywords: Reversion; Validation; Bias; Auction; Prediction (search for similar items in EconPapers)
JEL-codes: C13 C44 C45 D81 D84 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:indorg:v:30:y:2012:i:1:p:80-88
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