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Mechanism Design for InternetAdvertisting
Philip ZigorisUC Santa Cruz
Mechanism Design for Internet Advertisting – p.1/2
Introduction
What is mechanism design?Why is this setting differentthan what we’ve been talk-ing about?
Mechanism Design for Internet Advertisting – p.2/2
Overview
Part I:
•
What are some different types of auctions?
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Does it pay to misrepresent yourself?
•
What happens if the bidding is done by a computerizedagent?
(Varian, H.
Economic Mechanism Design for Computerized Agents
.)
Part II:
•
How does internet advertising work? More appropriately,what is our model of internet advertising?
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Is it fair? Whose interest does it favor?
•
How does it compare to standard auction methods?
(Edelman, B. et al.
Internet Advertising and the Generalized Second Price Auction: Selling Bil-lions of Dollars Worth of Keywords.
)
Mechanism Design for Internet Advertisting – p.3/2
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