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Рынки Контекстной Рекламы: Подходы И Теоретические Модели

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  • Смирнов А.С.

Abstract

В статье приводится обзор базовых подходов и теоретических моделей, отражающих особенности современного и активно развивающегося рынка контекстной рекламы в сети Интернет. Основное внимание в работе уделяется моделированию способов организации ауционов контекстной рекламы, а также их сравнительному анализу. Сравниваются различные теоретические способы формализации процесса в рамках статических и динамических игр с полной и неполной информацией, структурных моделей и моделей, учитывающих поведение пользователей. Данный раздел научной литературы является относительно новым, но уже привлек большое внимание ведущих мировых исследователей как благодаря высокой прикладной значимости вопроса, так и благодаря появлению новых теоретических вызовов для известной теории дизайна экономических механизмов.

Suggested Citation

  • Смирнов А.С., 2015. "Рынки Контекстной Рекламы: Подходы И Теоретические Модели," Журнал Экономика и математические методы (ЭММ), Центральный Экономико-Математический Институт (ЦЭМИ), vol. 51(4), pages 14-24, октябрь.
    • Handle: RePEc:scn:cememm:v:51:y:2015:i:4:p:14-24
    Note: Москва
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    References listed on IDEAS

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