Large fractions of online advertisements are sold via repeated second-price auctions. In these auctions, the reserve price is the main tool for the auctioneer to boost revenues. In this work, we investigate the following question: how can the auctioneer optimize reserve prices by learning from the previous bids while accounting for the long-term incentives and strategic behavior of the bidders? To this end, we consider a seller who repeatedly sells ex ante identical items via a second-price auction. Buyers’ valuations for each item are drawn independently and identically from a distribution F that is unknown to the seller. We find that if the seller attempts to dynamically update a common reserve price based on the bidding history, this creates an incentive for buyers to shade their bids, which can hurt revenue. When there is more than one buyer, incentive compatibility can be restored by using personalized reserve prices, where the personal reserve price for each buyer is set using the historical bids of other buyers. Such a mechanism asymptotically achieves the expected revenue obtained under the static Myerson optimal auction for F. Further, if valuation distributions differ across bidders, the loss relative to the Myerson benchmark is only quadratic in the size of such differences. We extend our results to a contextual setting where the valuations of the buyers depend on observed features of the items. When up-front fees are permitted, we show how the seller can determine such payments based on the bids of others to obtain an approximately incentive-compatible mechanism that extracts nearly all the surplus.
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Simple, Credible, and Approximately-Optimal Auctions
We identify the first static credible mechanism for multi-item additive auctions that achieves a constant factor of the optimal revenue. This is one instance of a more general framework for designing two-part tariff auctions, adapting the duality framework of Cai et al [CDW16]. Given a (not necessarily incentive compatible) auction format A satisfying certain technical conditions, our framework augments the auction with a personalized entry fee for each bidder, which must be paid before the auction can be accessed. These entry fees depend only on the prior distribution of bidder types, and in particular are independent of realized bids. Our framework can be used with many common auction formats, such as simultaneous first-price, simultaneous second-price, and simultaneous all-pay auctions. If all-pay auctions are used, we prove that the resulting mechanism is credible in the sense that the auctioneer cannot benefit by deviating from the stated mechanism after observing agent bids. If second-price auctions are used, we obtain a truthful O(1)-approximate mechanism with fixed entry fees that are amenable to tuning via online learning techniques. Our results for first price and all-pay are the first revenue guarantees of non-truthful mechanisms in multi-dimensional environments; an open question in the literature [RST17].
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- Award ID(s):
- 1741137
- PAR ID:
- 10228232
- Date Published:
- Journal Name:
- 21st ACM Conference on Economics and Computation, EC 2020
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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We consider the problem of a single seller repeatedly selling a single item to a single buyer (specifically, the buyer has a value drawn fresh from known distribution $D$ in every round). Prior work assumes that the buyer is fully rational and will perfectly reason about how their bids today affect the seller's decisions tomorrow. In this work we initiate a different direction: the buyer simply runs a no-regret learning algorithm over possible bids. We provide a fairly complete characterization of optimal auctions for the seller in this domain. Specifically: 1) If the buyer bids according to EXP3 (or any ``mean-based'' learning algorithm), then the seller can extract expected revenue arbitrarily close to the expected welfare. This auction is independent of the buyer's valuation $D$, but somewhat unnatural as it is sometimes in the buyer's interest to overbid. 2) There exists a learning algorithm $\mathcal{A}$ such that if the buyer bids according to $\mathcal{A}$ then the optimal strategy for the seller is simply to post the Myerson reserve for $D$ every round. 3) If the buyer bids according to EXP3 (or any ``mean-based'' learning algorithm), but the seller is restricted to ``natural'' auction formats where overbidding is dominated (e.g. Generalized First-Price or Generalized Second-Price), then the optimal strategy for the seller is a pay-your-bid format with decreasing reserves over time. Moreover, the seller's optimal achievable revenue is characterized by a linear program, and can be unboundedly better than the best truthful auction yet simultaneously unboundedly worse than the expected welfare.more » « less
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