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Navigable Slide Index

1. Introduction
2. Speaker's bio
3. Outline
4. Worldwide internet users - 1994 to present
5. First online banner ad
6. Online advertising revenues - 1996 to present
7. Online advertising revenues by format
8. Banner advertising
9. Search based advertising - sponsored results
10. Search based advertising - history
11. Search based advertising - market
12. Google's advertising inventory
13. Search based advertising - RM questions
14. How to charge for use of inventory?
15. Cost per impression (CPM)
16. Cost per action (CPA)
17. Cost per click (CPC)
18. Sponsored links - bidding scheme
19. Vickrey-Clarke-Groves (VCG) auction
20. Google's quality score
21. How to correctly rank the bids?
22. Search based advertising - advertiser perspective
23. How to choose KWs to use?
24. How to allocate budget between KWs?
25. How to allocate budget - mathematical model
26. How to allocate budget - results
27. How to allocate budget - an example (1)
28. How to allocate budget - an example (2)
29. Other models for the advertiser's problem
30. Brooks' research findings (2004)
31. Number of bids vs. top price
32. Bid position and mean price
33. Ghose and Yang's findings
34. Conclusions
35. Thank you
36. Appendix

Topics Covered

• What is online advertising?
• Revenue management questions in online advertising
• Online advertising from publisher's perspective
• Online advertising from advertiser's perspective
• Basic analytical models
• Research findings of practical interest

Links

Series:

• Practical Pricing and Revenue Management

Categories:

• Finance, Accounting & Economics
• Marketing & Sales

Talk Citation

Publication History

• Published on October 28, 2009