Learning in Online Advertising

W. Jason Choi · Amin Sayedi

30 citations0/0 files storedMarketing Science

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Auction Theory and Applications Digital Marketing and Social Media Consumer Market Behavior and Pricing

Abstract

This paper investigates how incentives to learn ad performance affect the advertisers’ bidding strategies, as well as the publisher’s optimal mechanism.

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1981Optimal Auction Design 2007Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords 2001The Category-Demand Effects of Price Promotions 2013When Does Retargeting Work? Information Specificity in Online Advertising 2011Firm Strategies in the “Mid Tail” of Platform-Based Retailing 1999Managing Advertising and Promotion for Long-Run Profitability 2011From Generic to Branded: A Model of Spillover in Paid Search Advertising 1987The Multi-Armed Bandit Problem: Decomposition and Computation

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