Summary | Paul Milgrom (2019) Auction Market Design Recent Innovations
The journey begins with Google’s sponsored search business. When Google developed the PageRank algorithm, it not only ranked results but also recommended the most relevant ones to users. Simultaneously, it charged advertisers to display their ‘sponsored’ results atop those organic outcomes. This business model, which underpins our ‘free’ internet today, grew from nonexistence in 2000 to becoming the biggest and possibly most influential business globally, amassing over 600 billion USD in volume worldwide....