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MICHAEL BLOOMBERG IS SPENDING MILLIONS ON GOOGLE AD AUCTIONS

If you have recently googled “impeachment” in the US, you would see Michael Bloomberg’s presidential campaign ad as the top result. Bloomberg has been spending immense amounts of money acquiring the spots for the top keywords in Google Ads to promote his candidacy in the US presidential race. This is part of a larger trend — bidding for keyword ads in online auctions has become popular in the modern political campaigning and is seen by many as a major tactic to increase the number of supporters.

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Figure 1: Michael Bloomberg’s Google ad for impeachment

Combining online search with advertising is a lucrative market that allows to directly target the audience the advertiser is interested in. Although the bidding for keywords in a Google Ad auction might seem like an easy task, there are complex decisions that need to be weighed in by the presidential candidates. Using game theory to understand the auction mechanism and its subtleties is key to determine the optimal bidding strategy. …


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Professional tennis is probably one of the toughest sports. As the game has shifted into the realm of high speeds and relentless rallies, equipment has gone through immense developments and players are reaching the peaks of their physical form, the hidden key to winning may now lie with game theory. Economic research over the last few years suggests that the likes of Djokovic, Nadal and Federer not only spend hours mastering their serve, forehand and backhand, but also seem to spend a significant amount of time honing their game theory skills. Game theory looks at decision-making in circumstances where a competitive analysis is needed to set the optimal course of action for a player. …

About

Ayrat M

Strategy consultant specialising in commercial applications of game theory and mechanism design. Connect with me on https://www.linkedin.com/in/ayratmaksyutov/

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