Auctioning online advertisement space

Hausarbeit , 2017 , 18 Seiten , Note: 2,0

VWL - Sonstiges

This termpaper gives a critical synthesis of three scientific contributions dealing with optimal models of charging payments for Internet advertising, an important market of the new economy of the digital era. The theoretical context is game theory. The mentioned papers aim at finding the most efficient form of allocation, that is, a form of allocation which satisfies clients who invest in online advertising as well as search engine companies who offer advertising positions relating to keywords on websites visited by users: Every client should agree with the recent advertisement, and the search engine company should receive the best payment possible. This state of things is called an equilibrium in these papers.

Contents

Introduction

1 Account one: Edelman et al. (2005): “Internet Advertising and the Generalized Second-Price Auction: Selling Bil-lions of Dollars Worth of Keywords”

2 Account two: Hal A. Varian (2007): “Position auctions”

3 Account three: Fukuda et al. (2010): “Theoretical and exper- imental investigations of the performance of keyword auction mechanisms”

4 Critical discussion

5 Conclusion

Appendix

References

• Hochschule: Universität zu Köln
• Veranstaltung: Economic Engineering
• Note: 2,0
• Autor: Christian Summerer (Autor:in)
• Erscheinungsjahr: 2017
• Seiten: 18
• Katalognummer: V458853
• ISBN (eBook): 9783668876002
• ISBN (Buch): 9783668876019
• Sprache: Englisch
• Schlagworte: Advertisement Space, Auctions, Second Price Auction, Google