Online Advertising Auctions Quiz
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Questions and Answers

Which of the following is true about the auction platform used by the seller to sell the viewer's attention to advertisers?

  • The viewer is the seller in the auction.
  • The seller uses the auction platform to sell the viewer's attention to advertisers. (correct)
  • The seller is the object of the auction.
  • The seller uses the auction platform to sell the viewer's products to advertisers.

    • What factors contribute to the heterogeneity of viewers in internet advertising?

  • Their geographic location only
  • Their demographic characteristics, preferences, shopping behavior, and browsing history (correct)
  • Their income only
  • Their age only

    • Why has internet advertising moved toward targeted advertising?

  • To decrease the heterogeneity of viewers and advertisers.
  • To increase the heterogeneity of viewers and advertisers.
  • To increase the social efficiency in the match formation between viewer and advertiser. (correct)
  • To decrease the social efficiency in the match formation between viewer and advertiser.

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