The Genesis of Auction Design in Online Advertising

The article is devoted to the genesis of design auctions, as well as their main tool, sponsored listing in online advertising, which is the most marginal option for capitalization of online marketing resources with a yield approaching a trillion dollars. The purpose of the study was to study the genesis of online advertising, this trend and the content of its development. The tasks, historical stages and key features of the development of “sponsored listings” tools, which stand out non-trivially and are leading in the online advertising marketing market in direct relation to the user’s current online activity, are identified. The final results of the study substantiate the importance of the compilation of Game Theory and auction design, the logical consequence of the synergy of which was the direct development of unique sponsored listing tools. The research is based on the analysis of foreign and Russian publications, as well as on the statistical conclusions of marketing data.