Mass of Bids at Reserve RFP 2025
University Of California-Los AngelesHigher Ed · Los Angeles, CA- Posted
- Dec 1, 2025
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SUMMARY
This paper documents partial pooling of bids at the reserve-price level in a large market for digital display advertising that employs a first-price auction mechanism.
It analyzes the unique feature of direct observation of the actual bidding strategy of one of the bidders and proposes a heuristic bidding strategy to explain the partial pooling. The paper also estimates the economic consequences of this strategy by comparing publisher revenue and bidder surplus under the heuristic strategy versus a theoretically grounded Bayes-Nash equilibrium bidding strategy.
- Reported agency
- UCLA Anderson School of Management
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