Understanding programmatic TV advertising

Hybrid Programmatic TV Markets

Posted price programmatic guarantee in display advertising

This paper presents a revenue maximisation model for sales channel allocation based on dynamic programming. It helps the media seller to determine how to distribute the sales volume of page views between guaranteed and nonguaranteed channels for display advertising. The model can algorithmically allocate and price the future page views via standardised guaranteed contracts in addition to real-t...

TV-Broadcasting Competition and Advertising

We analyse the rivalry between two TV-channels competing both on the market for audience and the market for advertising. We identify the nature of TV-programs emerging from this competition, and the quantity of advertising that TV-viewers will have to attend at equilibrium. Finally, we examine how a government’s regulation of this quantity will affect programs’ selection by the channels. CORE, ...

Strategic Informative Advertising on TV

In order to get a grasp of the market for advertising, one needs to understand why firms demand advertising, and how suppliers of advertising set their prices. In the present analysis, firms buy advertising in order to inform consumers about their products. TV channels offer advertising on a per-viewer basis. We find that the performance of this market for advertising depends on features of bot...

Regulating Advertising Time: Evidence from French TV

This paper aims at understanding the welfare implications of the widespread regulation on TV advertising time. To my knowledge, this is the first paper which investigates this issue using structural econometric models in a two-sided market framework. The paper exploits a novel dataset of per hour data on 12 broadcast TV channels in France during one year (2014). I first estimate the demand of T...