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Activity Number:
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168
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Type:
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Invited
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Date/Time:
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Monday, August 4, 2008 : 2:00 PM to 3:50 PM
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Sponsor:
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Section on Statistics and Marketing
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| Abstract - #300365 |
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Title:
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Internet Advertising and Monetization
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Author(s):
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Paul Dagum*+
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Companies:
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Business.Com
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Address:
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2120 Colorado Avenue, 3rd Floor, Santa Monica, CA, 90404,
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Keywords:
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search marketing ; internet advertising ; auction ; matching algorithms ; monetization
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Abstract:
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Internet advertising has grown into a multibillion dollar industry. Much of this rapid growth is attributable to search marketing and the creation of virtual marketplaces for long-tail products and services. In search marketing, the search engine plays the role of the market maker matching queries, or supply, to advertisers, or demand. Types of matching algorithms that have been used included first price auctions and generalized second price auctions. Estimation of ad click-through-rate by position and by query type is central to how efficient the search engine can monetize a marketplace and to the equilibrium prices of the auction. We present our experience with our ad auction platform at Business.com, the leading business-to-business search engine. We discuss the challenges of inferring click-through-rates with sparse data and their effect on market prices and match efficiency.
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- The address information is for the authors that have a + after their name.
- Authors who are presenting talks have a * after their name.
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