Auctioning online advertisement space (eBook, PDF)
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Seminar paper from the year 2017 in the subject Economics - Other, grade: 2,0, University of Cologne, course: Economic Engineering, language: English, abstract: 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 co...
Seminar paper from the year 2017 in the subject Economics - Other, grade: 2,0, University of Cologne, course: Economic Engineering, language: English, abstract: 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.
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