Marketing Science 2023

Optimizing Reserve Prices in Display Advertising Auctions

Hana Choi¹; Carl F. Mela²

¹ University of Rochester · ² Duke University

Abstract

This paper examines how publishers should set reserve prices in display advertising auctions when advertisers face practical constraints such as campaign reach.

DOI

10.1287/mksc.2023.0002

Sources

semanticscholar openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓