Multistage Intermediation in Display Advertising

Published Online:https://doi.org/10.1287/msom.2019.0854

References

  • Ad Tag Macros (2014) Programmatic advertising technology landscape. Accessed February 21, 2019, https://adtagmacros.com/programmatic-display-advertising-technology-landscape/.Google Scholar
  • Arnosti N , Beck M , Milgrom P (2016) Adverse selection and auction design for internet display advertising. Amer. Econom. Rev. 106(10):2852–2866.CrossrefGoogle Scholar
  • Balseiro SR , Besbes O , Weintraub GY (2015) Repeated auctions with budgets in ad exchanges: Approximations and design. Management Sci. 61(4):864–884.LinkGoogle Scholar
  • Balseiro SR , Candogan O (2017) Optimal contracts for intermediaries in online advertising. Oper. Res. 65(4):878–896.LinkGoogle Scholar
  • Belavina E , Girotra K (2012) The relational advantages of intermediation. Management Sci. 58(9):1614–1631.LinkGoogle Scholar
  • Bresnahan TF , Reiss PC (1985) Dealer and manufacturer margins. RAND J. Econom. 16(2):253–268.CrossrefGoogle Scholar
  • Chaouche A , Bacro JN (2004) A statistical test procedure for the shape parameter of a generalized Pareto distribution. Comput. Statist. Data Anal. 45(4):787–803.CrossrefGoogle Scholar
  • Condorelli D , Galeotti A (2016) Strategic models of intermediation networks. Bramoullé Y, Galeotti A, Rogers B, eds. The Oxford Handbook of the Economics of Networks (Oxford University Press, Oxford, UK), 733–754.Google Scholar
  • Condorelli D , Galeotti A , Renou L (2016) Bilateral trading in networks. Rev. Econom. Stud. 84(1):82–105.CrossrefGoogle Scholar
  • Feldman J , Mirrokni V , Muthukrishnan S , Pai MM (2010) Auctions with intermediaries: Extended abstract. Parkes DC, Dellarocas C, Tennenholtz M, eds. Proc. 11th ACM Conf. Electronic Commerce (ACM, New York), 23–32.Google Scholar
  • Goyal S (2015) Networks in economics: A perspective on the literature. Bramoullé Y , Galeotti A , Rogers B , eds. The Oxford Handbook of the Economics of Networks (Oxford University Press, New York), 47–70.Google Scholar
  • Korula N , Mirrokni V , Nazerzadeh H (2016) Optimizing display advertising markets: Challenges and directions. IEEE Internet Comput. 20(1):28–35.CrossrefGoogle Scholar
  • Kotowski MH , Leister CM (2018) Trading networks and equilibrium intermediation. HKS Working Paper RWP19-001, Harvard University, Cambridge, MA.Google Scholar
  • Kranton RE , Minehart DF (2001) A theory of buyer-seller networks. Amer. Econom. Rev. 91(3):485–508.CrossrefGoogle Scholar
  • Lariviere MA , Porteus EL (2001) Selling to the newsvendor: An analysis of price-only contracts. Manufacturing Service Oper. Management 3(4):293–305.LinkGoogle Scholar
  • Luma Partners (2010) Display LUMAscape. Accessed February 21, 2019, https://www.slideshare.net/tkawaja/luma-display-ad-tech-landscape-2010-1231.Google Scholar
  • Manea M (2018) Intermediation and resale in networks. J. Political Econom. 126(3):1250–1301.CrossrefGoogle Scholar
  • Mansour Y , Muthukrishnan S , Nisan N (2012) DoubleClick Ad Exchange auction. Preprint, submitted April 2, https://arxiv.org/abs/1204.0535.Google Scholar
  • Melumad ND , Mookherjee D , Reichelstein S (1995) Hierarchical decentralization of incentive contracts. RAND J. Econom. 26(4):654–672.CrossrefGoogle Scholar
  • Muthukrishnan S (2009) Ad exchanges: Research issues. Leonardi S , ed. International Workshop on Internet and Network Economics (WINE 2009), Lecture Notes in Computer Science, vol. 5929 (Springer, Berlin), 1–12.CrossrefGoogle Scholar
  • Myerson R (1981) Optimal auction design. Math. Oper. Res. 6(1):58–73.LinkGoogle Scholar
  • Nguyen T , Subramanian V , Berry R (2016) Delay in trade networks. Oper. Res. 64(3):646–661.LinkGoogle Scholar
  • Niazadeh R , Yuan Y , Kleinberg R (2014) Simple and near-optimal mechanisms for market intermediation Liu TY , Qi Q , Ye Y , eds. International Workshop on Internet and Network Economics (WINE 2014), Lecture Notes in Computer Science, vol. 8877 (Springer, Cham, Switzerland), 386–399.CrossrefGoogle Scholar
  • Perakis G , Roels G (2007) The price of anarchy in supply chains: Quantifying the efficiency of price-only contracts. Management Sci. 53(8):1249–1268.LinkGoogle Scholar
  • Singh V , Guo H (1995) Parameter estimation for 3-parameter generalized Pareto distribution by the principle of maximum entropy (POME). Hydrological Sci. J. 40(2):165–181.CrossrefGoogle Scholar
  • Stavrogiannis LC , Gerding EH , Polukarov M (2013) Competing intermediary auctions. Proc. 2013 Internat. Conf. Autonomous Agents Multiagent Systems (International Foundation for Autonomous Agents and Multiagent Systems, Tel Aviv University, Israel), 667–674.Google Scholar
  • Vidakovic R (2017) The beginner’s guide to header bidding. Accessed February 21, 2019, https://adprofs.co/beginners-guide-to-header-bidding/#work.Google Scholar
  • Wu SD (2004) Supply chain intermediation: A bargaining theoretic framework. Simchi-Levi D , Wu SD , Shen Z-J , eds. Handbook of Quantitative Supply Chain Analysis—Modeling in the E-Business Era (Springer, Boston), 67–115.CrossrefGoogle Scholar
INFORMS site uses cookies to store information on your computer. Some are essential to make our site work; Others help us improve the user experience. By using this site, you consent to the placement of these cookies. Please read our Privacy Statement to learn more.