麦克马斯特大学德格鲁特商学院市场营销系副教授吴如海：印象效果 vs. 点击效果：在线广告的定价机制设计
【题目】印象效果 vs. 点击效果：在线广告的定价机制设计
Ruhai Wu, Associate Professor of Marketing, DeGroote School of Business, McMaster University：Impression Effect VS Click-through Effect: Pricing Mechanism Design of Online Advertising
【Speaker】Ruhai Wu, Associate Professor of Marketing, DeGroote School of Business, McMaster University
【Title】Impression Effect VS Click-through Effect: Pricing Mechanism Design of Online Advertising
【Venue】Room 453, Weilun Building, Tsinghua SEM
【Organizer】Department of Management Science and Engineering
【Abstract】Online ads can increase brand awareness to customers(impression effect), as well as directly promote sales (click-through effect). Different pricing mechanisms are adopted in online advertising to accommodate these two effects. Traditional display advertising emphasizes ads’ impression effect. Advertisers are charged based on the number of views on the ads. Search advertising emphasizes ads’ click-through effect. Advertisers pay only if users click the link of their ads. Under both display advertising and search advertising, one effect is ignored in pricing. In this paper, we examine the impact of the ignored effect under different pricing mechanisms, and compare the publisher’s profits under these pricing mechanisms. We further study the real-time-bidding (RTB)mechanism, which was recently adopted in customized display advertising. Our model show that a publisher may gain more profits when selling ads through RTB. However, there is a high risk of market failure under RTB.