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Internet Advertising and Optimal Auction Design

This video was recorded at 14th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (KDD), Las Vegas 2008. We characterize the optimal (revenue maximizing) auction for sponsored search advertising. We show that a search engine's optimal reserve price is independent of the number of bidders. Using simulations, we consider the changes that result from a search engine's choice of reserve price and from changes in the number of participating advertisers.

Keywords:: videolectures, ocwc, oec

Disciplines:

Business / Marketing

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Material Type:: Presentation
Date Added to MERLOT:: February 10, 2015
Date Modified in MERLOT:: April 29, 2019
Author:: Michael Schwarz, Yahoo! Research
Submitter:: The Open Education Consortium
Primary Audience:: College General Ed, College Lower Division, College Upper Division
Technical Format:: Video

Mobile Compatibility:: Not specified at this time
Language:: English
Cost Involved:: No
Source Code Available:: No
Creative Commons:: This work is licensed under a Attribution-NonCommercial-NoDerivs 3.0 United States