A Publisher Wants to Bid for the Rights to Publish

A publisher wants to bid for the rights to publish a celebrity's memoir.The publisher would be better off to:

A) Bid higher than what they think the book is worth,to avoid the winner's curse.
B) Bid lower than what they think the book is worth,to avoid the winner's curse.
C) Enter the bid early,in order to reduce uncertainty.
D) Enter the bid late,in order to reduce uncertainty.