Learning in Online Advertising

W. Jason Choi; Amin Sayedi

doi:10.1287/mksc.2019.1154

Learning in Online Advertising

¹ Columbia Business School, Columbia University, New York, New York 10027 · ² Foster School of Business, University of Washington, Seattle, Washington 98195

Marketing Science 2019

This paper investigates how incentives to learn ad performance affect the advertisers’ bidding strategies, as well as the publisher’s optimal mechanism.

DOI: 10.1287/mksc.2019.1154
Volume: 38 (4)
Pages: 584-608
Language: en
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Sources: crossref