Online advertisement service pricing and an option contract
نویسندگان
چکیده
منابع مشابه
Online advertisement service pricing and an option contract
For the Internet advertisement market, we consider a contract problem between advertisers and publishers. Among several ways of pricing online advertisements, the methods based on cost-per-impression (CPM) and cost-per-click (CPC) are the two most popular. The CPC fee is proportional to the click-through rate (CTR), which is uncertain and makes decisions of advertisers and publishers difficult....
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ژورنال
عنوان ژورنال: Electronic Commerce Research and Applications
سال: 2011
ISSN: 1567-4223
DOI: 10.1016/j.elerap.2010.04.005