Séminaire commun FDD-FiME // H. Pham

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Séminaire commun FDD-FiME // H. Pham

4 février 2022 @ 14 h 00 min - 15 h 00 min

Huyên Pham (LPSM, Université de Paris)
Titre: Optimal bidding strategies  for digital advertising with social interactions
 
joint work with Médéric Motte (LPSM).
 

Abstract:

With the emergence of new online channels and information technology, digital advertising  tends to substitute more and more to traditional advertising by offering the opportunity to companies to target  the consumers/users that  are potentially interested by their products or services. We introduce a continuous time model  for the study of optimal bidding strategies associated to different types of advertising, namely, commercial advertising for triggering purchases or subscriptions, and social marketing for alerting population  about unhealthy behaviours (anti-drug, vaccination, road-safety campaigns). Our framework encodes users online behaviours via their web-browsing at random times, social interactions in a large population of users, and the targeted advertising auction mechanism widely used on Internet. We address the attribution problem of how to efficiently diffuse advertising information by means of digital channels in order to generate conversion. Our main results are to provide semi-explicit formulas for the optimal value and bidding policy.  We show sensitivity properties of the solution with respect to model parameters, and analyse how the different sources  of digital information  accessible to users including  the social interactions affect the optimal bid  for advertising auctions. We also study how to efficiently combine targeted advertising and non-targeted advertising mechanisms.  

Détails

Date :
4 février 2022
Heure :
14 h 00 min - 15 h 00 min
Catégorie d’évènement:
Site :
https://fime-lab.org/

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