Рынки контекстной рекламы: подходы и теоретические модели

Экономика и математические методы. 2015. Т. 51. № 4. С. 14–24.

Smirnov A.

The article reviews the basic approaches and theoretical models that describe the features and peculiarities
of the modern and rapidly developing market of sponsored-search auctions on the Internet.
We pay main attention to the sponsored-search auction design models and its comparative
analysis. We also describe and compare different theoretical frameworks for this agenda, including
static and dynamic games of perfect and imperfect information, structural models and models of
users’ behavior. This branch of literature is relatively new, but it already attracts a signifi cant attention
of world-leading scholars due to its high practical importance and new challenges to mechanism
design theory.

Keywords: реклама, маркетинг, marketing, advertising, auction theory, Теория аукционов, sponsored-search auctions, аукционы контекстной рекламы