How to Slice the Pie? Optimal Share Structure Design in Internet Advertising…
June 20, 2010 by muneer1
Filed under internet advertising success
Google Tech Talks June, 9 2008 ABSTRACT Presented by Andrew B. Whinston Center for Research in Electronic Commerce Mccombs School of Business The University of Texas at Austin Based on a joint research with Jianqing Chen and De Liu Abstract: Internet-based advertising continues to increase in importance. Internet advertising providers such as Google and Yahoo! allocate their advertising resources using a novel form of share auctions in which the highest advertiser gets the largest share, the second highest advertiser gets the second largest share, and so on. A share structure problem arises in such a setting regarding how much resources to set aside for the highest advertiser, for the second highest advertiser, etc. We address this problem under a general specification and derive implications on how the optimal share structure should change with advertisers’ price elasticity of demand for exposure, their valuation distribution, total resources, and minimum bids. Full Synopsis here: docs.google.com Speaker: Dr. Andrew B. Whinston en.wikipedia.org Andrew B. Whinston is an American economist and computer scientist. He is the Hugh Roy Cullen Centennial Chair in Business Administration, Professor of Information Systems, Computer Science and Economics, and Director of the Center for Research in E-Commerce (CREC) in the McCombs School of Business at the University of Texas at Austin. Prof. Whinston is also a fellow of the IC2 Institute, Austin. At the International Conference on …
Really interesting. Google makes so much more sense to me now!
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