Externalities in online advertising Export

@inproceedings{citeulike:3349312, abstract = {Most models for online advertising assume that an advertiser's value from winning an ad auction, which depends on the clickthrough rate or conversion rate of the advertisement, is independent of other advertisements served alongside it in the same session. This ignores an important 'externality effect': as the advertising audience has a limited attention span, a high-quality ad on a page can detract attention from other ads on the same page. That is, the utility to a winner in such an auction also depends on the set of other winners.}, address = {New York, NY, USA}, author = {Ghosh, Arpita and Mahdian, Mohammad}, booktitle = {WWW '08: Proceeding of the 17th international conference on World Wide Web}, citeulike-article-id = {3349312}, citeulike-linkout-0 = {http://portal.acm.org/citation.cfm?id=1367520}, citeulike-linkout-1 = {http://dx.doi.org/10.1145/1367497.1367520}, doi = {10.1145/1367497.1367520}, isbn = {978-1-60558-085-2}, keywords = {advertising, game-theory}, location = {Beijing, China}, pages = {161--168}, posted-at = {2008-10-02 22:31:01}, priority = {2}, publisher = {ACM}, title = {Externalities in online advertising}, url = {http://dx.doi.org/10.1145/1367497.1367520}, year = {2008} }

TY - CONF ID - citeulike:3349312 L3 - citeulike-article-id:3349312 N2 - Most models for online advertising assume that an advertiser's value from winning an ad auction, which depends on the clickthrough rate or conversion rate of the advertisement, is independent of other advertisements served alongside it in the same session. This ignores an important 'externality effect': as the advertising audience has a limited attention span, a high-quality ad on a page can detract attention from other ads on the same page. That is, the utility to a winner in such an auction also depends on the set of other winners. CY - Beijing, China SN - 978-1-60558-085-2 AD - New York, NY, USA EP - 168 TI - Externalities in online advertising PB - ACM T2 - WWW '08: Proceeding of the 17th international conference on World Wide Web SP - 161 KW - advertising KW - game-theory AU - Ghosh, Arpita AU - Mahdian, Mohammad PY - 2008/// UR - http://dx.doi.org/10.1145/1367497.1367520 ER -