Auctions in NBA Trades
In the NBA, trading for a superstar can be the difference between winning the championship or being stuck in mediocrity for years. Last year, we saw Kawhi Leonard being traded to the Toronto Raptors which led to their eventual championship run. Obviously, there are many factors that go into a blockbuster trade such as what […]
Search History
This article, which appeared in the New York Times earlier this month and connects to the Search Industry lecture, explains how to manage your search history on Google’s search engine, your location history on Google Maps, and your watch history on Youtube, a Google-owned platform and their subsidiary (started by 3 ex-PayPal employees and purchased […]
Auction Theory for Ads
https://roxot.com/blog/second-price-auctions-potential-gaming-system This resource explains both the reasoning and general structure behind publishers formatting their ad space as auctions. First, the many types of auctions are carefully considered with a theoretical perspective. It is then noted that most types of auctions are simply not feasible for the situation, given that the process must be fast and […]
Baidu may lose search market share to TikTok?——maybe also the love of advertisers
https://www.cnbc.com/2019/08/08/tiktok-parent-bytedance-to-launch-search-in-china-to-challenge-baidu.html https://www.socialmediatoday.com/news/what-you-need-to-know-about-advertising-on-tiktok/561235/ The article linked above reported on CNBC Tech sector is covering the challenge Baidu now faces： ByteDance，the Chinese parent company of news feed app Jinri Toutiao and short-video feed TikTok （called Douyin in China) ，has just announced ambition to launch a search function that’s embedded in its products, rather than independent search engine. […]
The Argument Over Targeted Ads
http://ugtimes.com/2014/05/news/the-benefits-of-consumer-targeted-advertising/ In The Benefits of Consumer Targeted Advertising, Max Harlynking explores the now well-known concept of targeted ads, and gives an interesting take on at what point consumer privacy is sacrificed through these ads. Specifically, Harlynking illustrates three groups of opinions: proponents, opponents, and neutralists. Offering multiple sides to each argument, one highlight revolves […]
Consequences of Facebook’s Ad Delivery System
https://arxiv.org/pdf/1904.02095.pdf Facebook’s current ad delivery system is highly optimized, and tries to show ads that it believes are highly relevant to users. This is because relevant ads increase the number of clicks through advertisements, helping Facebook make more money. The paper above investigated the way in which Facebook optimizes its ad display, and found that […]
Search Engine Optimization as an Offensive Marketing Strategy
It is common practice in marketing to perform search engine optimization (SEO) for one’s firm, with the goal of increasing visibility in search engine result pages (SERPs). Theoretically, increased visibility in search engines like Google and Bing corresponds to increased traffic and possibly revenue. However, these search engines make a distinction between “sinister” SEO used […]
The regulation within Pay-per-click advertising
The regulation within Pay-per-click advertising “Landing pages accessed through paid search cannot have any mention of drug brand or molecule names.” This is U.S. regulations concerning pharmaceutical brands and products. For this reason, companies have been forced to create landing pages that meet the requirements. Paid search is very versatile and easy to use. It […]
Building Links on Websites and How it Affects A Page’s Rank
https://www.searchenginejournal.com/link-building-and-content-integration/331443/#close In class, we talked about how pages are ranked based on the number and quality of links coming into them. This article talks about getting more links to a website and how there are 2 sides to the company, a content side, and a link building side and how the link building is very […]
Google PageRank is NOT Dead: Why It Still Matters
This article talks about the Google PageRank. PageRank is a mathematical formula that use the quantity and quality of other pages that link to it to value a page. The three factors of calculating the PageRank are the quality and quality of inbound linking pages, the number of outbound links on each linking page and […]
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