Consider two companies bidding to be at the top of a search engine's results for a given keyword. Company 1 values the top position at v₁ = 8. Both company 1 and company 2 know company 1's value. However, only company 2 knows its own valuation for the top position, which can take two values: v2 = 6 or v2 = 10. Company 1 believes that company 2 has a valuation of v2 = 6 with probability and a valuation of v₂ = 10 with probability. Each company chooses simultaneously whether to submit a bid of b = 6 or a bid of b = 8. The company which submitted the highest bid wins the auction and obtains the top position in the search engine. If both firms submit the same bid, then firm 1 wins the auction. A company's payoff is therefore: V₁ = vi 0 bi if it wins the auction if it loses the auction
Consider two companies bidding to be at the top of a search engine's results for a given keyword. Company 1 values the top position at v₁ = 8. Both company 1 and company 2 know company 1's value. However, only company 2 knows its own valuation for the top position, which can take two values: v2 = 6 or v2 = 10. Company 1 believes that company 2 has a valuation of v2 = 6 with probability and a valuation of v₂ = 10 with probability. Each company chooses simultaneously whether to submit a bid of b = 6 or a bid of b = 8. The company which submitted the highest bid wins the auction and obtains the top position in the search engine. If both firms submit the same bid, then firm 1 wins the auction. A company's payoff is therefore: V₁ = vi 0 bi if it wins the auction if it loses the auction
Managerial Economics: Applications, Strategies and Tactics (MindTap Course List)
14th Edition
ISBN:9781305506381
Author:James R. McGuigan, R. Charles Moyer, Frederick H.deB. Harris
Publisher:James R. McGuigan, R. Charles Moyer, Frederick H.deB. Harris
Chapter15A: Auction Design And Information Economics
Section: Chapter Questions
Problem 5E
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