Inmobi- ideal mechanism for auctions of auctions (Term VI)

Abstract

The science of Auctions have been well researched (Krishna, V, 2009) through the ages(Auction Theory) and there is rich scholarly literature around it, in this contemporary concerns study we are focusing on an extension of Auction Theory that hasn’t received enough attention yet, Auction of auctions. This is quite a niche field since the range of applications of this field is quite narrow. Interestingly this topic is having a resurgence in the mobile advertisement space. This is why IIMB in collaboration with InMobi, a mobile advertising & discovery platform, is conducting a study on understanding the auction dynamics when multiple stages of auctions are combined with multiple agents having independent goals. This CCS intends to create an Auction Experiment Model that InMobi can run in its internal auctions in both live cases & using historical data to identify optimal conditions to be set in their auction models. This study aims at identifying the key parameters InMobi should be focusing on while creating a multi-staged auction model. The experiment model will identify the key controlled, independent & measurement (dependent) variables and provide a methodology to study the causality of dependence.