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1、ZsoltKatonaINSEADPhone:+1(617)4404405BoulevarddeConstanceFax:+33160745500FontainebleauCedexEmail:zsolt.katona@insead.edu77305FRANCEWeb:http://www.insead.edu/phd/careers/zkatonaEducationPh.D.,Management(Marketing),2004-2008(expected),INSEAD,FrancePh.D.,Compute
2、rScience,2003-2007,EotvosLorandUniversity,HungaryM.Sc.,Mathematics,1998-2003,EotvosLorandUniversity,HungaryDissertationBuyingandSellingTrac:TheInternetasanAdvertisingMedium"Committee:MiklosSarvary(chair),ElieOfek,PaddyPadmanabhan,TimothyVanZandt(Winnerofthe
3、2007AldenG.ClaytonDoctoralDissertationProposalCompetition)TheInternetisrapidlygrowingasamarketingmedium.Thisyearonlineadvertisingexpenditureswillreachapproximately$20billionintheUSalone.Twoformatsdominateonlineadvertising:(i)websitesbuyingadvertisinglinksfrom
4、eachotherand(ii)searchenginessellingsponsoredlinksontheirresultspages.The rstpartofthedissertationstudiestheformeradvertisingmodelandinvestigatesthenetworkstructurethatemergesfromadvertisinglinks.Inaworldinwhichconsumers`surf'theWWW,websites'revenuesoriginate
5、fromtwosources:thesalesofcontent(productsandservices)toconsumers,andthesalesoflinks(trac)toothersites.Inequilibrium,highercontentsitestendtopurchasemoreadvertisinglinks,mirroringtheDorfman-Steinerrule.Siteswithhighercontentsellfeweradvertisinglinksando erthe
6、selinksathigherprices.Thus,sitesseemtospecializeintermsofrevenuemodels:highcontentsitestendtoearnrevenuefromsalesofcontent,whereaslowcontentsitestendtoearnrevenuefromsalesoftrac(advertising).Itestthese ndingsinavarietyofempiricalstudies.Thesecondpartofthedis
7、sertationexplorestheotherdominantformofonlineadvertising:paidplacement.Here,asearchengineauctionssponsoredlinksnexttothesearchresultstoadvertiserswhosubmitbidsforthepricethattheyarewillingtopayforaclick.Themodelfocusesontwokeycharacteristicsofthisproblem:(i)t
8、heinteractionbetweenthesearchlistandthelistofsponsoredlinksand(ii)thedynamicforcesthatin
uencebiddingbehaviorwhensitescompeteforthesponsoredlinksovertime.The ndingsexplaintheseeminglyrand
