University of Cambridge > Talks.cam > Economics & Policy Seminars, CJBS > FROM MAD MEN TO MATHS MEN: CONCENTRATION AND BUYER POWER IN ONLINE ADVERTISING

  Browse A-Z

Log in

University Account External (via Google)

🔐 Log In

Information on

Subscribing to talksdetails Finding a talkdetails Adding a talkdetails Disseminating talksdetails Help and Documentationdetails

ℹ️ Information

FROM MAD MEN TO MATHS MEN: CONCENTRATION AND BUYER POWER IN ONLINE ADVERTISING

Download to your calendar using vCal

If you have a question about this talk, please contact Emily Brown .

Ahead of the seminar a light lunch will be available in the Common Room from 12:30

This paper analyses the impact of intermediaries’ concentration on the allocation of revenues in online platforms. We study sponsored search, the sale of ad space on search engines through online auctions, documenting how advertisers increasingly bid through a handful of specialised intermediaries. This enhances automated bidding and data pooling but lessens competition whenever the intermediary represents competing advertisers. Using data on nearly 40 million Google’s keyword auctions, we first apply machine learning algorithms to cluster keywords into thematic groups serving as relevant markets. Then, through an instrumental variable strategy, we quantify a negative and sizeable impact of intermediaries’ concentration on platform’s revenues.

This talk is part of the Economics & Policy Seminars, CJBS series.

This talk is included in these lists:

Note that ex-directory lists are not shown.

Other lists

Leverhulme CFI Wireless Communications Team Seminars Seminar Room, Biochemistry Department, Tennis Court Road

Other talks

Mergers all the way down: simulating the origin of globular clusters in a galactic context Pancreatic cancer - the clinical challenge;  Why the microenvironment matters during pancreatic cancer progression and treatment Afternoon Break Title to be confirmed Title and abstract tba César Milstein Lecture - Title TBC
 

© 2006-2025 Talks.cam, University of Cambridge. Contact Us | Help and Documentation | Privacy and Publicity