Revenue-Optimal Design era
Myerson's 1981 theory of optimal auction design introduced virtual valuations and revenue-maximizing reserve prices, providing the core primitives for Bayesian mechanism design that defined the era's objective of revenue extraction. Milgrom, often with Weber, extended the analysis to more complex valuation structures and format comparisons, showing how format and information structure shape revenue and information rents in Bayesian equilibria. Bulow and Klemperer offered a striking benchmark by proving that simply adding bidders to a second-price auction can outperform the revenue of the theoretically optimal mechanism with fewer bidders, underscoring the practical value of simple designs. In practice, researchers and practitioners such as Milgrom and David Cramton translated these insights into spectrum and procurement auctions, demonstrating how robust, transparent mechanisms can achieve near-optimal revenue in large markets.