Online advertising has been growing rapidly during the last two decades and its overall value by now exceeds that of traditional media advertisement in the US. Among the many factors behind this trend, the capacity of auction mechanisms to effectively price what advertisers' value has played a key role in shaping the behavior of the most prominent search engine and social media companies. This essay reviews how the leading auction mechanisms for online ad sales evolved over time, illustrates how these changes can be understood through the lenses of economic theory and applies the same tools to discuss some potential future developments in online ad auctions.
Recent developments in online Ad Auctions
Decarolis, Francesco;
2018
Abstract
Online advertising has been growing rapidly during the last two decades and its overall value by now exceeds that of traditional media advertisement in the US. Among the many factors behind this trend, the capacity of auction mechanisms to effectively price what advertisers' value has played a key role in shaping the behavior of the most prominent search engine and social media companies. This essay reviews how the leading auction mechanisms for online ad sales evolved over time, illustrates how these changes can be understood through the lenses of economic theory and applies the same tools to discuss some potential future developments in online ad auctions.File | Dimensione | Formato | |
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Decarolis, Goldmanis, Penta_1.pdf
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Indez-book.pdf
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Allegato per valutazione Bocconi (Attachment for Bocconi evaluation)
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