Efficiency of the First-Price Auction in the Autobidding World

We study the price of anarchy of the first-price auction in the autobidding world, where bidders can be either utility maximizers (i.e., traditional bidders) or value maximizers (i.e., autobidders). We show that with autobidders only, the price of anarchy of the first-price auction is 1/2, and with both kinds of bidders, the price of anarchy degrades to about 0.457 (the precise number is given by an optimization). These results complement the recent result by Jin and Lu [2022] showing that the price of anarchy of the first-price auction with traditional bidders only is $1−1/e^2$. We further investigate a setting where the seller can utilize machine-learned advice to improve the efficiency of the auctions. There, we show that as the accuracy of the advice increases, the price of anarchy improves smoothly from about 0.457 to 1.