Most results in revenue-maximizing mechanism design hinge on “getting the price right”—selling goods to bidders at prices low enough to encourage a sale but high enough to garner nontrivial revenue. This approach is difficult to implement when the seller has little or no a priori information about bidder valuations or when the setting is sufficiently complex, such as matching markets with heterogeneous goods. In this paper, we apply a robust approach to designing auctions for revenue. Instead of relying on prior knowledge regarding bidder valuations, we “let the market do the work” and let prices emerge from competition for scarce goods. We analyze the revenue guarantees of one of the simplest imaginable implementations of this idea: first, we enhance competition in the market by increasing demand (or alternatively, by limiting supply), and second, we run a standard second price (Vickrey) auction. In their renowned work from 1996 , Bulow and Klemperer [Bulow J, Klemperer P (1996) Auctions vs. negotiations. Amer. Econom. Rev. 86(1):180–194.] apply this method to markets with single goods. As our main result, we give the first application beyond single-parameter settings, proving that, simultaneously for many valuation distributions, this method achieves expected revenue at least as good as the optimal revenue in the original market. Our robust and simple approach provides a handle on the elusive optimal revenue in multiitem matching markets and shows when the use of welfare-maximizing Vickrey auctions is justified, even if revenue is a priority. By establishing quantitative tradeoffs, our work provides guidelines for a seller in choosing among two different revenue-extracting strategies: sophisticated pricing based on market research or advertising to draw additional bidders.
more »
« less
Pacing Equilibrium in First Price Auction Markets
Mature internet advertising platforms offer high-level campaign management tools to help advertisers run their campaigns, often abstracting away the intricacies of how each ad is placed and focusing on aggregate metrics of interest to advertisers. On such platforms, advertisers often participate in auctions through a proxy bidder, so the standard incentive analyses that are common in the literature do not apply directly. In this paper, we take the perspective of a budget management system that surfaces aggregated incentives—instead of individual auctions—and compare first and second price auctions. We show that theory offers surprising endorsement for using a first price auction to sell individual impressions. In particular, first price auctions guarantee uniqueness of the steady-state equilibrium of the budget management system, monotonicity, and other desirable properties, as well as efficient computation through the solution to the well-studied Eisenberg–Gale convex program. Contrary to what one can expect from first price auctions, we show that incentives issues are not a barrier that undermines the system. Using realistic instances generated from data collected at real-world auction platforms, we show that bidders have small regret with respect to their optimal ex post strategy, and they do not have a big incentive to misreport when they can influence equilibria directly by giving inputs strategically. Finally, budget-constrained bidders, who have significant prevalence in real-world platforms, tend to have smaller regrets. Our computations indicate that bidder budgets, pacing multipliers, and regrets all have a positive association in statistical terms. This paper was accepted by Gabriel Weintraub, revenue management and market analytics. Funding: D. Panigrahi was supported in part by the National Science Foundation [Awards CCF 1535972, CCF 1750140, and CCF 1955703]. Supplemental Material: The data files are available at https://doi.org/10.1287/mnsc.2022.4310 .
more »
« less
- Award ID(s):
- 2147361
- NSF-PAR ID:
- 10442714
- Date Published:
- Journal Name:
- Management Science
- Volume:
- 68
- Issue:
- 12
- ISSN:
- 0025-1909
- Page Range / eLocation ID:
- 8515 to 8535
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
More Like this
-
-
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.more » « less
-
We design and analyze deterministic and randomized clock auctions for single-parameter domains with downward-closed feasibility constraints, aiming to maximize the social welfare. Clock auctions have been shown to satisfy a list of compelling incentive properties making them a very practical solution for real-world applications, partly because they require very little reasoning from the participating bidders. However, the first results regarding the worst-case performance of deterministic clock auctions from a welfare maximization perspective indicated that they face obstacles even for a seemingly very simple family of instances, leading to a logarithmic inapproximability result; this inapproximability result is information-theoretic and holds even if the auction has unbounded computational power. In this paper we propose a deterministic clock auction that achieves a logarithmic approximation for any downward-closed set system, using black box access to a solver for the underlying optimization problem. This proves that our clock auction is optimal and that the aforementioned family of instances exactly captures the information limitations of deterministic clock auctions. We then move beyond deterministic auctions and design randomized clock auctions that achieve improved approximation guarantees for a generalization of this family of instances, suggesting that the earlier indications regarding the performance of clock auctions may have been overly pessimistic.more » « less
-
null (Ed.)We consider an ad network’s problem of allocating the auction for each individual impression to an optimal subset of advertisers with the goal of revenue maximization. This is a variant of bipartite matching except that advertisers may strategize by choosing their bidding profiles and their total budget. Because the ad network’s allocation rule affects the bidders’ strategies, equilibrium analysis is challenging. We show that this analysis is tractable when advertisers face a linear budget cost r_j. In particular, we show that the strategy in which advertisers bid their valuations shaded by a factor of 1 + r_j is an approximate equilibrium with the error decreasing with market size. This equilibrium can be interpreted as one in which a bidder facing an opportunity cost rj is guaranteed a return on investment of at least rj per dollar spent. Furthermore, in this equilibrium, the optimal allocation for the ad network, as determined from a linear program (LP), is greedy with high probability. This is in contrast with the exogenous budgets case, in which the LP optimization is challenging at practical scales. These results are evidence that, although in general such bipartite matching problems may be challenging to solve because of their high dimensionality, the optimal solution is remarkably simple at equilibrium.more » « less
-
null (Ed.)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].more » « less
- Free Publicly Accessible Full Text
-
Accepted Manuscript1.0
- Journal Article:
- https://doi.org/10.1287/mnsc.2022.4310
