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Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2017/2018
Scuola Scuola di Ingegneria Industriale e dell'Informazione
Insegnamento 097709 - WEB AND INTERNET ECONOMICS
Docente Gatti Nicola
Cfu 5.00 Tipo insegnamento Monodisciplinare

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Insegnamento
Ing Ind - Inf (Mag.)(ord. 270) - CO (482) COMPUTER SCIENCE AND ENGINEERING - INGEGNERIA INFORMATICA*AZZZZ097709 - WEB AND INTERNET ECONOMICS

Programma dettagliato e risultati di apprendimento attesi
Web and Internet economics is an emerging new scientific sub-discipline, at the intersection of large scale search and text analysis, information retrieval, statistical modeling, machine learning, classification, optimization, and microeconomics. The central problem of internet monetiazion is to find the "best match" between a given user in a given context and a suitable advertisement. The context could be a user entering a query in a search engine ("sponsored search"), a user reading a web page ("content match" and "display ads"), a user watching a movie on a portable device, and so on. The information about the user can vary from scarily detailed to practically nil. The number of potential advertisements might be in the billions. Thus, depending on the definition of "best match" this problem leads to a variety of massive optimization and search problems, with complicated constraints, and challenging data representation and access problems. The solution to these problems provides the scientific and technical foundations for the $20 billion online advertising industry.

This course aims to provide a good introduction to the main algorithmic issues and solutions in internet monetization, as currently applied to building platforms for various online advertising formats. At the same time we intend to briefly survey the economics and marketplace aspects of the industry, as well as some of the research frontiers. The intended audience are students interested in the practical and theoretical aspects of web advertising.
  • Computational advertising: sponsored search, content match, graphical ads delivery, targeting
  • Internet auctions, markets, and exchanges
  • Economics aspects of online reviews, reputations, and ratings
  • Economics of information/digital goodsSocial and crowdsourcing commerce
  • E-commerce issues in cloud computing and and Web apps
  • Mobile web advertising and locating-based e-commerce
  • Monetizing digital media, user generated content, and the social web
  • Machine learning and data mining applied to auction theory and user modeling in the context of Internet monetization

Note Sulla Modalità di valutazione

Written exam with numerical excerises and theoretical questions.


Bibliografia
Risorsa bibliografica facoltativaDavid Easley and Jon Kleinberg, Networks, Crowds, and Markets: Reasoning About a Highly Connected World , Editore: Cambridge University Press, ISBN: 9780521195331 http://www.cambridge.org/us/academic/subjects/computer-science/algorithmics-complexity-computer-algebra-and-computational-g/networks-crowds-and-markets-reasoning-about-highly-connected-world

Mix Forme Didattiche
Tipo Forma Didattica Ore didattiche
lezione
30.0
esercitazione
20.0
laboratorio informatico
0.0
laboratorio sperimentale
0.0
progetto
0.0
laboratorio di progetto
0.0

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese
schedaincarico v. 1.6.5 / 1.6.5
Area Servizi ICT
11/08/2020