Caiazzo, Edoardo Tommaso Maria (A.A. 2022/2023) The distortive effects of monopolistic power on a complex auction system: the Google Ad Tech case. Tesi di Laurea in Io & competition theory, Luiss Guido Carli, relatore Antonio Butta, pp. 40. [Bachelor's Degree Thesis]

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Abstract/Index

An overview on the ad tech industry. The practical functioning of ad tech tools. Google’s position in the market. How are the tools chosen by the parties? What are the charges against Google? Second-price auction. Online advertising market evolution. Second-price auction theory. Collusion among bidders: an introduction to bid rigging. A brief overview of the main bid rigging schemes. Characteristics of the industry favorable for collusion. Effects of the choice of auction format on collusion. Potential strategies adopted by a monopoly to manipulate auction mechanisms: the analysis of DoJ allegations against Google. The choice of players eligible to participate in the auction. Asymmetric information and conditions among exchanges: the “waterfall” model. Manipulation of the bidding strategies: project “Bernanke”. Publishers’ control deprivation: unified pricing rules.

References

Bibliografia: pp. 39-40.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair:	Io & competition theory
Thesis Supervisor:	Butta, Antonio
Academic Year:	2022/2023
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	28 Feb 2024 11:15
Last Modified:	28 Feb 2024 11:15
URI:	https://tesi.luiss.it/id/eprint/37975

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