Adverse Selection and Auction Design for Internet Display Advertising
We model an online display advertising environment with brand advertisers and better-informed performance advertisers, and seek an auction mechanism that is strategy-proof, anonymous and insulates brand advertisers from adverse selection. We find that the only such mechanism that is also false-name...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
European Alliance for Innovation (EAI)
2016-12-01
|
| Series: | EAI Endorsed Transactions on Scalable Information Systems |
| Subjects: | |
| Online Access: | http://eudl.eu/doi/10.4108/eai.8-8-2015.2260678 |