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Reserve Prices in Internet Advertising Auctions: A Field Experiment
2009
Social Science Research Network
We present the results of a large field experiment on setting reserve prices in auctions for online advertisements, guided by the theory of optimal auction design suitably adapted to the sponsored search setting. Consistent with the theory, following the introduction of new reserve prices revenues in these auctions have increased substantially.
doi:10.2139/ssrn.1573947
fatcat:tv7m7ezpendmln36byprv2mtma