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Allouah, Amine and Besbes, Omar, Auctions in the Online Display Advertising Chain: A Case for Independent Campaign Management (June 5, 2017). Columbia Business School Research Paper No. 17-60, Available at SSRN: https://ssrn.com/abstract=2919665 or http://dx.doi.org/10.2139/ssrn.2919665
S Balseiro , O Besbes , G Y Weintraub
55 Pages · Posted: 9 Jan 2015 · Last revised: 23 Jul 2016
86 Pages · Posted: 18 Sep 2015 · Last revised: 17 Aug 2019
Information Systems Research, Vol. 31, No. 1, March 2020, pp. 126–147,
Narendra Agrawal , Sami Najafi-Asadolahi , View more
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Oded Netzer at Columbia University - Columbia Business School, Marketing
Nicholas Economides at New York University - Leonard N. Stern School of Business - Department of Economics
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57 Pages
Posted: 19 May 2017
Last revised: 13 Jun 2017
Columbia University - Columbia Business School, Decision Risk and Operations
In many auctions, buyers are represented by an intermediary that manages their bidding process, along with that of other buyers. Notably, this is prevalent in the real-time online display advertising market, in which advertisers bid for impressions through intermediaries called demand side platforms (DSPs). In turn, intermediaries, when bidding on behalf of their customers, strategize to maximize some internal objective and may only submit a single bid to limit competition on a given item. In the present paper, we propose a framework to analyze the implications of such a campaign coordination role by DSPs, taking as a benchmark the case in which each DSP would manage the bidding process of each advertiser it represents independently of other buyers, a case we refer to as multi-bidding. We show that the adoption of multi-bidding by all intermediaries would lead to an increase in both the social welfare and the seller's revenues. Furthermore, we analyze the impact on buyers in two regimes: i.) without competition among intermediaries and ii.) with competition, with a large number of intermediaries and buyers in an appropriate asymptotic regime. Quite remarkably, we establish that multi-bidding would also lead to an increase in the buyers' side surplus under a very broad set of market characteristics. In particular, as long as the average number of buyers interested in an item is moderate and the coefficient of variation of buyers' values is not too small, moving from coordinated campaigns to multi-bidding leads to a Pareto improvement in the value chain.
Keywords: Auction Design, Revenue Management, Value Chain, Intermediaries, Internet Display Advertising, Demand Side Platforms, Collusion
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