Essays in Online Advertising
作者： Vibhanshu Abhishek
DOI:
关键词: Search advertising 、 The Internet 、 Economics 、 Advertising 、 Bidding 、 Marketing 、 Web banner 、 Advertising research 、 Advertising campaign 、 Consumer behaviour 、 Online advertising
摘要: The last several years have seen a dramatic increase in the amount of time and money consumers spend online. As consequence, Internet has become an important channel that firms can use to reach out connect which lead emergence online advertising.Given scale novelty advertising, there is growing need understand how respond ads should advertise using this medium. In my dissertation, I study different aspects sponsored search display constitute bulk advertising. first essay, focus on issues related aggregate data search. demonstrate models commonly used research suffer from aggregation bias present implications bias. second advertiser's problem bidding optimally auctions. third interactions between various forms advertising like banner ads, address attribution. Degree Type Dissertation Name Doctor Philosophy (PhD) Graduate Group Operations & Information Management First Advisor Kartik Hosanagar Second Peter S. Fader
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