Virtual Quant Marketing Seminar - Srinivas Tunuguntla
Monetizing Information in Retail Media Display Advertising
Dear All,
Our next Virtual Quant Marketing Seminar for the semester is on Monday, April 28 at Noon ET. The speaker will be Srinivas Tunuguntla (Duke). The zoom link for all the talks is below, note that this is a new link: https://upenn.zoom.us/j/93394346729?pwd=SoVXVesbltpYbQxo9tbbPF6YgopDl3.1
Title: Monetizing Information in Retail Media Display Advertising (with Carl Mela)
Abstract: Abstract: Retail media display advertising is rapidly expanding as e-commerce platforms increasingly monetize ad placements by leveraging audience data. In this paper, we examine how retailers can monetize audience targeting information, such as demographics and purchase histories, through the ad auction mechanism. We propose a novel auction mechanism that improves upon the current practice of bundling audience information with the bid request for an impression. Our proposed mechanism possesses several desirable properties: (1) similar to second-price auctions, advertisers’ optimal bidding strategy remains truth-telling, i.e., bidding their valuations; (2) it maximizes marginal revenue for the retailer, leading to greater profitability; and (3) it is computationally efficient, implementable in polynomial time in the number of audience segments, and compatible with existing auction infrastructure without requiring any structural modifications. To validate our findings, we use historical data from a leading online platform, estimating profits under both the current and proposed auction mechanisms.
The schedule for the rest of the semester is:
Monday, May 5, Noon ET - Ananya Sen (CMU)
We encourage you to use our google calendar to keep track of the talks.