Search advertising marketplace is highly competitive in nature. As such, advertisers have to consider their competitors' responses when making advertising decisions, which concern both bid determination in individual keyword auction instances, and budget allocation over time at the aggregate...

Recently, the disruptive impact of blockchain technology on the digital advertising industry has caught widespread attention. However, advertisers are uncertain of whether to adopt the blockchain, and it is unclear how publishers would allocate their spots facing this new technology. Although...

Personalization and recommendation systems require knowledge about the users (user profiles), in order to be able to target products, promotions and advertisements. The faster the profiles are learnt, the sooner the site can start benefiting from these systems. We study how a site can learn the...

Sponsored search advertising has become an important venue for firms to compete for consumers. As a result, many keywords attract a large number of bidders, where the competing advertisers could be quite heterogeneous. We examine whether this heterogeneity impacts how consumers perceive and...