Wspolczesne mechanizmy aukcyjne na potrzeby rynku mediowego (Modern Auction Mechanisms for the Media Market)

Joanna Rachubik, Dorota Mirowska-Wierzbicka, Wojciech Zawadzki, Maciej Wilamowski, Krzysztof Fiok, Wojciech Maciejewski and Mateusz Szczurek
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Maciej Wilamowski: Wydzial Nauk Ekonomicznych, Uniwersytet Warszawski
Krzysztof Fiok: Department of Industrial Engineering and Management Systems, University of Central Florida
Wojciech Maciejewski: Wydzial Nauk Ekonomicznych, Uniwersytet Warszawski
Mateusz Szczurek: Wydzial Nauk Ekonomicznych, Uniwersytet Warszawski

Research Reports, 2021, vol. 2, issue 35, 61-75

Abstract: Online advertising is one of the most dynamically developing forms of advertising in the Polish market. This paper aims to review existing auction mechanisms for pricing and selling online advertisements. The analysis of the available solutions, including their advantages and disadvantages, such as usefulness in determining the advertisers’ willingness to pay, allows for the indication of practical recommendations for the use of specific auction mechanisms for the media market in Poland. The presented solutions can be considered an alternative to the traditional method of concluding purchase/selling transactions of advertising space.

Keywords: advertising; auction; media market; media (search for similar items in EconPapers)
JEL-codes: D44 M37 (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:sgm:resrep:v:2:i:35:y:2021:p:61-75

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