Open AccessModern Auction Mechanisms for the Media Market
Author(s) -
Joanna Rachubik,
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Dorota Mirowska-Wierzbicka,
Wojciech Zawadzki,
Maciej Wilamowski,
Krzysztof Fiok,
Wojciech Maciejewski,
Mateusz Szczurek,
AUTHOR_ID,
AUTHOR_ID,
AUTHOR_ID,
AUTHOR_ID,
AUTHOR_ID,
AUTHOR_ID
Publication year - 2021
Publication title -
studia i materiały
Language(s) - English
Resource type - Journals
ISSN - 1733-9758
DOI - 10.7172/1733-9758.2021.35.5
Subject(s) - advertising , space (punctuation) , business , online advertising , computer science , the internet , world wide web , operating system
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