预算约束下广义第二价格关键字拍卖均衡分析

在关键字拍卖中,广告主预算约束是影响投标策略均衡的重要因素。针对广泛应用的广义第二价格机制,分析了预算约束下的关键字拍卖均衡性质。按照广告主的点击估价和预算分布情况,将广告主划分为天然完全赢家、天然部分赢家和天然输家这三种类型,提出了广告主投标临界值与关键值的概念,基于关键字拍卖不断重复进行的特点,分别从长期视角与短期视角建立了静态模型与动态模型,研究结果表明:静态环境下拍卖存在唯一的纯策略纳什均衡;动态环境下当广告主采用最优反应投标策略时拍卖将收敛至唯一的纳什均衡点,并且动态环境下拍卖商收入不低于静态环境下的拍卖收入。数值算例的结果表明在动态环境下不同的初始报价会导致拍卖收敛至不同的均衡点。研究结果为拍卖商提供了拍卖收入预测和拍卖机制优化的决策依据。     

Theoretical game analysis of position auctions according to the Vickrey–Clarke–Groves mechanism with two-stage ranking

Different types of position auctions are considered. A position auction is a mechanism for the allocation of advertising space in search engine results to a user-defined query. Advertisers make bids they are willing to pay the search engine for a click to their website. The search engine determines whose advertisements will get to the page and in what position, based on the bids of all the advertisers. Different types of such auctions are discussed using the example of the Yandex search engine based on the Vickrey–Clarke–Grovesmechanism. The main result is a formalization of the concept of an auction with two-stage ranking and its balance test.     

面向电子逆向拍卖的多属性报价建议模型

针对多属性拍卖中报价的复杂性和现有报价指导模型的局限性,提出了一个以拍卖方的总价值提升为基本约束,以投标人的利润最大化为目标的多属性报价建议模型,并引入二元变量解决了定性属性的推荐问题。当投标人具有不同的投标能力和偏好时,模型可根据投标人的投标要求进行报价推荐;当存在单位价值相同的推荐报价时,模型设置了相应的约束以鼓励早投标行为。最后,还从理论上证明了该模型的稳定性,并通过算例说明了模型的可行性。     

Generalised gamma bidding model

A generalised gamma bidding model is presented, which incorporates many previous models. The log likelihood equations are provided. Using a new method of testing, variants of the model are fitted to some real data for construction contract auctions to find the best fitting models for groupings of bidders. The results are examined for simplifying assumptions, including all those in the main literature. These indicate no one model to be best for all datasets. However, some models do appear to perform significantly better than others and it is suggested that future research would benefit from a closer examination of these.     

Visualizing Online Auctions

Online auctions have been the subject of many empirical research efforts in the fields of economics and information systems. These research efforts are often based on analyzing data from Web sites such as eBay.com which provide public information about sequences of bids in closed auctions, typically in the form of tables on HTML pages. The existing literature on online auctions focuses on tools like summary statistics and more formal statistical methods such as regression models. However, there is a clear void in this growing body of literature in developing appropriate visualization tools. This is quite surprising, given that the sheer amount of data that can be found on sites such as eBay.com is overwhelming and can often not be displayed informatively using standard statistical graphics. In this article we introduce graphical methods for visualizing online auction data in ways that are informative and relevant to the types of research questions that are of interest. We start by using profile plots that reveal aspects of an auction such as bid values, bidding intensity, and bidder strategies. We then introduce the concept of statistical zooming (STAT-zoom) which can scale up to be used for visualizing large amounts of auctions. STAT-zoom adds the capability of looking at data summaries at various time scales interactively. Finally, we develop auction calendars and auction scene visualizations for viewing a set of many concurrent auctions. The different visualization methods are demonstrated using data on multiple auctions collected from eBay.com.     

Predicting the probability of winning sealed bid auctions: a comparison of models

This paper is concerned with predicting the probability of tendering the lowest bid in sealed bid auctions. Four of the leading models from the bidding literature are shown to be subsumed within a generalised model. These models are then tested relative to the equal probability model by an empirical analysis of a large sample of real construction contract bidding data via all-in, one-out and one-on sample frames. A binomial test is used to measure the ability to predict the identity of the lowest bidders and the average logscore is used to measure the ability to predict the probability of each bidder being the lowest. Optimal cut-off criterion values are determined for defining the minimum size of dataset needed for disaggregating bidders. The work also highlights the importance of (1) the treatment of new entrants and general shortage of data on individual bidders, and (2) the treatment of predicted ties.     

Dynamic bidding strategies in search-based advertising

Search-based advertising allows the advertisers to run special campaigns targeted to different groups of potential consumers at low costs. Google, Yahoo and Microsoft advertising programs allow the advertisers to bid for an ad position on the result page of a user’s query when the user searches for a keyword that the advertiser relates to its products or services. The expected revenue generated by the ad depends on the ad position, and the ad positions of the advertisers are concurrently determined after an instantaneous auction based on the bids of the advertisers. The advertisers are charged only when their ads are clicked by the users. To avoid excessive ad expenditures due to sudden surges in the keyword-search activities, each advertiser reserves a fixed finite daily budget, and the ads are not shown in the remainder of the day when the budget is depleted. Arrival times of keyword-search instances, ad positions, ad selections, and sales generated by the ads are random. Therefore, an advertiser faces a dynamic stochastic total net revenue optimization problem subject to a strict budget constraint. Here we formulate and solve this problem using dynamic programming. We show that there is always an optimal dynamic bidding policy. We describe an iterative numerical approximation algorithm that uniformly converges to the optimal solution at an exponential rate of the number of iterations. We illustrate the algorithm on numerical examples. Because dynamic programing calculations of the optimal bidding policies are computationally demanding, we also propose both static and dynamic alternative bidding policies. We numerically compare the performances of optimal and alternative bidding policies by systematically changing each input parameter. The relative percentage total net revenue losses of the alternative bidding policies increases with the budget loading, but were never more than 3.5 % of maximum expected total net revenue. The best alternative to the optimal bidding policy turned out to be a static greedy bidding policy. Finally, statistical estimation of the model parameters is visited.     

Combining guaranteed and spot markets in display advertising: Selling guaranteed page views with stochastic demand

While page views are often sold instantly through real-time auctions when users visit websites, they can also be sold in advance via guaranteed contracts. In this paper, we present a dynamic programming model to study how an online publisher should optimally allocate and price page views between guaranteed and spot markets. The problem is challenging because the allocation and pricing of guaranteed contracts affect how advertisers split their purchases between the two markets, and the terminal value of the model is endogenously determined by the updated dual force of supply and demand in auctions. We take the advertisers’ purchasing behaviour into consideration, i.e., risk aversion and stochastic demand arrivals, and present a scalable and efficient algorithm for the optimal solution. The model is also empirically validated with a commercial dataset. The experimental results show that selling page views via both channels can increase the publisher’s expected total revenue, and the optimal pricing and allocation strategies are robust to different market and advertiser types.     

On the impact of low-balling: Experimental results in asymmetric auctions

The paper reports on a series of asymmetric auction experiments with private-independent values and two buyers. Maskin and Riley (2000) showed, under some conditions, that if one buyer has a greater probability than the other of not being able to bid, first-price auctions could yield lower revenues to the seller than second-price auctions. The data rejected this prediction because of an important overbidding when subjects received low values in first-price auctions. In this asymmetric setting, the observed overbidding cannot be explained by the usual risk aversion hypothesis and the detection of a learning pattern indicates that subjects used more an adaptive behaviour than a static one. An ad hoc bidding strategy for the buyers who are the most likely to bid explains the observed low bids better than the risk neutral equilibrium strategy. Finally, as subjects appear to have bid in equilibrium as if there were two other competitors instead of only one, their bidding behaviour can be thought to have displayed an over anxiousness about winning. Received: January 1999/Final version June 2001     

Estimating intermediate price transitions in online auctions

This paper discusses a statistical model regarding intermediate price transitions of online auctions. The objective was to characterize the stochastic process by which prices of online auctions evolve and to estimate conditional intermediate price transition probabilities given current price, elapsed auction time, number of competing auctions, and calendar time. Conditions to ensure monotone price transitions in the current price and number of competing auctions are discussed and empirically validated. In particular, we show that over discrete periods, the intermediate price transitions are increasing in the current price, decreasing in the number of ongoing auctions at a diminishing rate, and decreasing over time. These results provide managerial insight into the effect of how online auctions are released and overlap. The proposed model is based on the framework of generalized linear models using a zero‐inflated gamma distribution. Empirical analysis and parameter estimation is based on data from eBay auctions conducted by Dell. Copyright © 2011 John Wiley & Sons, Ltd.     

考虑全局投标者后悔心理行为的组合拍卖的投标均衡策略

许多实验研究表明投标者在拍卖过程中往往表现出预期后悔心理行为,并且投标者的预期后悔心理行为将会对投标策略产生影响,但以往大多是针对单物品拍卖研究考虑投标者后悔心理行为的投标均衡策略,而针对多物品拍卖情形的研究较少关注。本文着重研究了考虑投标者后悔心理行为的组合拍卖的投标均衡策略问题,在全局投标者存在预期后悔心理行为的假设下,依据Engelbrecht-Wiggans和Katok提出的后悔函数刻画了投标者的后悔心理行为,在此基础上,构建了组合拍卖模型,通过分析给出了全局投标者投标均衡策略需要满足的充分和必要条件。进一步地,依据构建的模型,通过数值实验分析了局部投标者人数、组合效应系数和全局投标者后悔参数对全局投标者投标策略的影响。最后,通过一个关于无线电频谱组合拍卖的算例说明了本文给出的模型及投标均衡策略确定方法的潜在应用和优越性。     

Choice of item pricing feedback schemes for multiple unit reverse combinatorial auctions

Recently, interest in combinatorial auctions has extended to include trade in multiple units of heterogeneous items. Combinatorial bidding is complex and iterative auctions are used to allow bidders to sequentially express their preferences with the aid of auction market information provided in the form of price feedbacks. There are different competing designs for the provision of item price feedbacks; however, most of these have not been thoroughly studied for multiple unit combinatorial auctions. This paper focuses on addressing this gap by evaluating several feedback schemes or algorithms in the context of multiple unit auctions. We numerically evaluate these algorithms under different scenarios that vary in bidder package selection strategies and in the degree of competition. We observe that auction outcomes are best when bidders use a naïve bidding strategy and competition is strong. Performance deteriorates significantly when bidders strategically select packages to maximize their profit. Finally, the performances of some algorithms are more sensitive to strategic bidding than others.     

On the robustness of non-linear personalized price combinatorial auctions

Though the VCG auction assumes a central place in the mechanism design literature, there are a number of reasons for favoring Iterative Combinatorial Auctions (ICAs). Several promising ICA formats were developed based on primal–dual and subgradient algorithms. Prices are interpreted as a feasible dual solution and the provisional allocation is interpreted as a feasible primal solution. iBundle(3), dVSV and Ascending Proxy Auction result in VCG payoffs when the coalitional value function satisfies buyer submodularity and bidders bid straightforward, which is an ex-post Nash equilibrium in this case. iBEA and CreditDebit auctions do not even require the buyer submodularity and achieve the same properties for general valuations. Often, however, one cannot assume straightforward bidding and it is not clear from the theory how these non-linear personalized price auctions (NLPPAs) perform in this case. Robustness of auctions with respect to different bidding behavior is a critical issue for any application. We conducted a large number of computational experiments to analyze the performance of NLPPAs with respect to different bidding strategies and valuation models. We compare NLPPAs with the VCG auction and with ICAs with linear prices, such as ALPS and the Combinatorial Clock Auction. While NLPPAs performed very well in case of straightforward bidding, we observe problems with revenue, efficiency, and speed of convergence when bidders deviate.     

Design of discrete Dutch auctions with an uncertain number of bidders

The focus of this paper is on Dutch auctions where the bidding prices are restricted to a finite set of values and the number of bidders follows a Poisson distribution. The goal is to determine what the discrete bid levels should be to maximize the auctioneer’s expected revenue, which is the same as the average selling price of the object under consideration. We take a new approach to the problem by formulating the descending-price competitive bidding process as a nonlinear program. The optimal solution indicates that the interval between two successive bids should be wider as the Dutch auction progresses. Moreover, the auctioneer’s maximum expected revenue increases with the number of bid levels to be set as well as the expected number of bidders. Numerical examples are provided to illustrate the key results from this study and their managerial implications are discussed.     

建筑业中投标合同的统计和模糊分析

许多货物和劳务合同是依据密标的拍卖签订的。在建筑业中，有报价选择特权的承包商决定工程的标价常常是一个艰难的过程。一般公认的标价办法是实际成本加毛利。本文运用主因素分析法和回归分析法来研究香港的竞争性承包商的投标成效，同时也用模糊线性回归来研究投标过程的结构。最后，根据香港建筑业投标数据库，比较了统计和模糊回归分析这两种方法的结果。     

Multi-criteria auctions without full comparability of bids

The emergence of auction mechanisms that support bids characterized by several attributes is one of the most recent evolutions within auction theory. These mechanisms, referred to as multi-attribute, multiple issue or multi-dimensional auctions, are at the intersection between multi-criteria decision and auction theories. The purpose of this paper is to introduce multi-criteria auctions the originality of which is not to require full comparability between bids. We claim that this distinctive feature is of great interest, especially in procurement situations. Furthermore, the existence of potential incomparability between multi-dimensional offers will permit us to manage different bidding niches coexisting within the same bidding space. A theoretical framework based on a general preference structure will be introduced and then referenced to existing approaches such as multi-attribute auctions or new ones such as dominance based multi-criteria auctions or butterfly auctions.     

An experimental test of alternative models of bidding in ascending auctions

The theory and behavior of the clock version of the ascending auction has been well understood for at least 20 years. The more widely used oral outcry version of the ascending auction that allows bidders to submit their own bids has been the subject of some recent controversy mostly in regard to whether or not jump bidding, i.e. bidders submitting bids higher than required by the auctioneer, should be allowed. Isaac, Salmon & Zillante (2005) shows that the standard equilibrium for the clock auction does not apply to the non-clock format and constructs an equilibrium bid function intended to match with field data on ascending auctions. In this study, we will use economic experiments to provide a direct empirical test of that model while simultaneously providing empirical evidence to resolve the policy disputes centered around the place of jump bidding in ascending auctions.Received: March 2005The authors would like to thank Florida State University for providing the funding for the experiments in this paper and Bradley Andrews for programming assistance.     

Mean sample spacings, sample size and variability in an auction-theoretic framework

In terms of a standard model for English auctions and sealed-bid auctions, we study the impact of an increase in bidding competition and in variance of the distribution of valuations on the winner's expected rent using tools from order statistics and stochastic ordering.     

A multicriteria perspective on reverse auctions

This is a summary of the main contributions of the author’s PhD thesis. The thesis is written in English. It was supervised by Philippe Vincke and was defended on 20 December 2005 at the Université Libre de Bruxelles. A copy is available from the author upon request. The aim of this work is to investigate the use of a partial relations for bids’ comparisons in the context of multi-attribute auctions. At first a theoretical framework is developed. Then a specific model referred to as the butterfly model is presented. Finally the concept of bidding niches is formalized and related to the aforementioned model.      

Anonymous sealed bid auction protocol based on a variant of the dining cryptographers’ protocol

Sealed bid auctions are a popular means of high-stakes bidding, as they eliminate the temporal element from the auction process, allowing participants to take less emotional, more thoughtful decisions. In this paper, we propose a digital communication protocol for conducting sealed bid auctions with high stakes, where the anonymity of bids as well as other aspects of fairness must be protected. The Dining Cryptographers?? Protocol (denoted by DC) was presented by David Chaum in 1988. The protocol allows the participants to broadcast a message anonymously. In a recent paper (Another Twist in the Dining Cryptographers?? Protocol, submitted to the Journal of Cryptology) the authors propose a variant of the original DC eliminating its main disadvantages. In this paper we present a cryptographic protocol realizing anonymous sealed bid auctions, such as first price or Vickrey auction, based on this variant. The proposed scheme allows to identify at least one dishonest participant violating the protocol without using of Trusted Third Parties. Additionally, we require that bids are binding. It is achieved by enabling all participants acting in concert (the so-called ??angry mob??) to find out the identity of the winner, in case the winner fails to make the purchase.