Nash Equilibrium and Online Advertisement

Online advertisement is the driving force behind the Internet economy that has transformed how producers and service providers market, and how consumers buy products and services. I studied different aspects of the so-called Adword Auctions platform, which is the primary way search engines generate revenues. One of my journal papers, “Diversification in the Internet Economy: The Role of For-Profit Mediators" (ACM SIGecom Exchanges, 7(3):1 - 24 2008) used Nash equilibrium theory to study the role of For-Profit mediators (such as www.lendingtree.com) and how they are needed in the larger eco-system to increase efficiency, and was featured in an IEEE Spectrum article.