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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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Predict and Match: Prophet Inequalities with Uncertain Supply
We consider the problem of selling perishable items to a stream of buyers in order to maximize social welfare. A seller starts with a set of identical items, and each arriving buyer wants any one item, and has a valuation drawn i.i.d. from a known distribution. Each item, however, disappears after an a priori unknown amount of time that we term the horizon for that item. The seller knows the (possibly different) distribution of the horizon for each item, but not its realization till the item actually disappears. As with the classic prophet inequalities, the goal is to design an online pricing scheme that competes with the prophet that knows the horizon and extracts full social surplus (or welfare). Our main results are for the setting where items have independent horizon distributions satisfying the monotone-hazard-rate (MHR) condition. Here, for any number of items, we achieve a constant-competitive bound via a conceptually simple policy that balances the rate at which buyers are accepted with the rate at which items are removed from the system. We implement this policy via a novel technique of matching via probabilistically simulating departures of the items at future times. Moreover, for a single item and MHR horizon distribution with mean, we show a tight result: There is a fixed pricing scheme that has competitive ratio at most 2 - 1/μ, and this is the best achievable in this class. We further show that our results are best possible. First, we show that the competitive ratio is unbounded without the MHR assumption even for one item. Further, even when the horizon distributions are i.i.d. MHR and the number of items becomes large, the competitive ratio of any policy is lower bounded by a constant greater than 1, which is in sharp contrast to the setting with identical deterministic horizons.
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- PAR ID:
- 10240303
- Date Published:
- Journal Name:
- Proceedings of the ACM on Measurement and Analysis of Computing Systems
- Volume:
- 4
- Issue:
- 1
- ISSN:
- 2476-1249
- Page Range / eLocation ID:
- 1 to 23
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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- Free Publicly Accessible Full Text
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Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1145/3379470
