Presentations

_Poster: Optimal Bidding and Pricing in Display Advertising Markets

Hana Choi, University of Rochester

Poster Session Presentation

Display advertising (ad) spending is estimated to be $50 billion, and technological advancements in programmatic buying are the main drivers for the 26% market growth. Through a series of field experiments, Hana Choi studies advertisers’ ad demand responses to the changes in reserve prices (floors) when ad impressions are sold and bought through real-time auctions. Based on these findings, she provides insights on optimal bidding strategies when advertisers face practical constraints such as budget or reach in a competitive environment. She further explores how ads should be priced taking into account advertisers’ ad valuations and bidding responses. Hana will also discuss the implications for advertisers and publishers as ad exchanges conduct first-price auctions with header bidding.

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