Lecture

Ad Auctions

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In course

COM-308: Internet analytics

Internet analytics is the collection, modeling, and analysis of user data in large-scale online services, such as social networking, e-commerce, search, and advertisement. This class explores a number of the key functions of such online services that have ...

Description

This lecture covers the online advertisement market, business models for the Internet, ad market statistics, types of online ads, Google AdWords, ad auctions, different auction formats, truthful bidding strategies, and the concepts of Generalized Second Price (GSP) and Vickrey-Clarke-Groves (VCG) auctions.

Instructor

Matthias Grossglauser

Matthias Grossglauser is a Professor of Computer and Communication Sciences at EPFL in Lausanne, Switzerland, where he co-directs the Information and Network Dynamics lab. His current research interests center on machine learning, stochastic networks, and discrete choice models, and on their applications in artificial intelligence, reinforcement learning, network science, computational social sciences, and recommender systems. He is also a member of the Federal Communications Commission (ComCom), the indepe

Official source

Ontological neighbourhood

Business

Marketing: Product promotion

Related concepts (32)

Digital marketing

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing.

Google Ads

Google Ads (previously known as Google AdWords) is an online advertising platform developed by Google, where advertisers bid to display brief advertisements, service offerings, product listings, and videos to web users. It can place ads in the results of search engines like Google Search (the Google Search Network), mobile apps, videos, and on non-search websites. Services are offered under a pay-per-click (PPC) pricing model. Google Ads is the main source of revenue for Alphabet Inc., contributing US$168.

Affiliate marketing

Affiliate marketing is a marketing arrangement in which affiliates receive a commission for each visit, signup or sale they generate for a merchant. This arrangement allows businesses to outsource part of the sales process. It is a form of performance-based marketing where the commission acts as an incentive for the affiliate; this commission is usually a percentage of the price of the product being sold, but can also be a flat rate per referral.

Google AdSense

Google AdSense is a program run by Google through which website publishers in the Google Network of content sites serve text, images, video, or interactive media advertisements that are targeted to the site content and audience. These advertisements are administered, sorted, and maintained by Google. They can generate revenue on either a per-click or per-impression basis. Google beta-tested a cost-per-action service, but discontinued it in October 2008 in favor of a DoubleClick offering (also owned by Google).

Pay-per-click

Pay-per-click (PPC) is an internet advertising model used to drive traffic to websites, in which an advertiser pays a publisher (typically a search engine, website owner, or a network of websites) when the ad is clicked. Pay-per-click is usually associated with first-tier search engines (such as Google Ads, Amazon Advertising, and Microsoft Advertising formerly Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market and pay when ads (text-based search ads or shopping ads that are a combination of images and text) are clicked.

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