Fornari, Vittoria (A.A. 2023/2024) Ad auctions and competition: analyzing Google's strategies in the digital advertising market. Tesi di Laurea in Io & competition theory, Luiss Guido Carli, relatore Gian Luigi Albano, pp. 39. [Bachelor's Degree Thesis]

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Abstract/Index

Auction theory: a primer. The history of auction theory. Introduction to auction theory. Fundamental auction types and their mechanism. Types of auction manipulations. The ad tech industry. The online advertising landscape. Compensation structures for intermediaries and decision factors for publishers and advertisers. Market control through acquisition: Google's strategy in the ad tech ecosystem. The US department of justice allegations against Google. Google's market strategies: implications for competitive dynamics. The waterfall system. Fees manipulation: dynamic revenue share & project bernanke. Project Poirot. Modeling Google's double-bidding behavior. A model of Google’s auction manipulation strategy. Simulation and results interpretation.

References

Bibliografia: pp. 36-38.

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:	Albano, Gian Luigi
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	03 Oct 2024 14:32
Last Modified:	03 Oct 2024 14:32
URI:	https://tesi.luiss.it/id/eprint/39905

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