Google on the auction at the basis of their IPO. In 2006, along with Jeremy Bulow and Jonathan Levin, Milgrom advised Comcast in bidding on FCC Auction 66 including a rarely successfully implemented "jump bid." In the words of the Economist: In the run-up to an online auction in 2006 of radio-spectrum licences by America's Federal Communications Commission, Paul Milgrom, a consultant and Stanford University professor, customised his game-theory software to assist a consortium of bidders. The result was a triumph. When the auction began, Dr Milgrom's software tracked competitors' bids to estimate their budgets for the 1,132 licences on offer. Crucially, the software estimated the secret values bidders placed on specific licences and determined that certain big licences were being overvalued. It directed Dr Milgrom's clients to obtain a patchwork of smaller, less expensive licences instead. Two of his clients, Time Warner and Comcast, paid about a third less than their competitors for equivalent spectrum, saving almost $1.2 billion. In 2007, Milgrom co-founded Auctionomics, with Silvia Console Battilana, to design auctions and advise bidders in different industries. In 2009, Milgrom was responsible for the development of assignment auctions and exchanges. This was a mechanism that allowed for arbitrage possibilities and retained some of the flexibility of the simultaneous ascending bid auction but could be achieved instantaneously. The speed was an important attribute along with the potential to extend the auction design to consider bidding with non-price attributes. In 2011, the FCC hired Auctionomics to tackle one of the most complex auction problems ever, the incentive auction. FCC Chairman Julius Genachowski said, I am delighted to have this world-class team of experts advising the Commission on this historic undertaking. Our plan is to ensure that incentive auctions serve as an effective market mechanism to unleash more spectrum for mobile broadband and help address the looming spectrum crunch. Our implementation of this new Congressional mandate will be guided by the economics, and will seek to maximize the opportunity to unleash investment and innovation, benefit consumers, drive economic growth, and enhance our global competitiveness. The knowledge and experience of this team will complement the substantial expertise of agency staff to meet these goals. In 2012, Auctionomics and Power Auctions were hired to design the FCC's first Incentive Auction, with the goal of creating a market for repurposing television broadcast spectrum to wireless broadband. The design team was led by Milgrom and includes