Hybrid Advertising Auctions
نویسندگان
چکیده
منابع مشابه
Hybrid Advertising Auctions
F and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per-click basis for the same advertising space. This paper studies the properties of equilibrium and considers how to increase efficiency in this new auction format. Rational expectations require the publisher to consider past bid types to prevent revenue losses to strategic advertiser behavior...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2011
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1100.0609