Real-time Advertising

Chair of Electronic Commerce at Goethe University Frankfurt

Logo Chair of Electronic Commerce at Goethe University Frankfurt
Logo Chair of Electronic Commerce at Goethe University Frankfurt

Prof. Dr. Bernd Skiera took over the very first chair of electronic commerce at a German University in spring 1999, at Goethe University in Frankfurt. His current research focuses on electronic commerce, online marketing, in particular search engine advertising, pricing and customer management. His publications appeared in well-known journals (Management Science, Marketing Science, Journal of Marketing Research, Journal of Marketing, Journal of Product Management, Journal of Management Information Systems, Journal of Service Research, European Journal of Operational Research).

Together with Dr. Nadia Abou Nabout, Prof. Dr. Bernd Skiera has conducted extensive research in the area of search engine advertising and interactive prices (see publications (“Prior Experience in Search Engine Advertising”)). The introduction of search engine advertising almost 15 years ago had substantial impact on the display advertising industry. In search engine advertising, advertisers do not pay a fixed cost per mille (CPM) to the search engine provider but participate in an auction, placing a bid on pre-specified keywords. Consequently, every time a user enters a search query on a search engine, a real-time auction takes place that determines the rankings and prices paid per click for these advertisements. But while text advertisements are sold via interactive pricing mechanisms for years now, banner advertising has been lacking the efficiency gains that search engine advertising has benefitted from.

Real-time advertising is basically the application of these interactive pricing mechanisms to online display advertising. As a consequence, the chair of electronic commerce with its extensive knowledge about the mechanisms of search engine advertising is best suited to conduct research in the novel real-time advertising market.


Logo InteractiveMedia
Logo InteractiveMedia

InteractiveMedia is the leading quality marketer of digital media in Germany. Representing two of the three largest internet portals, T-online and Gute Frage, as well as other, high-profile media brands InteractiveMedia has a reach of 66% among the German internet users.

Whether national or international, InteractiveMedia’s all-inclusive support service for partners and advertising customers - provided by the biggest sales team of all online marketers in Germany - enables advertisers to reach customers quickly, effectively and, above all, efficiently. Positioned at the forefront of a growing market, InteractiveMedia offers advertisers individual premium solutions for online advertising and moving image advertising, mobile advertising and out-of-home media. A strong team in sales and product management ensures optimum results - both for advertisers and for site and portal operators.

Prof. Dr. Bernd Skiera is chaired professor of electronic commerce at Goethe-University in Frankfurt, Germany.

Bernd Skiera

Prof. Dr. Nadia Abou Nabout is professor of interactive marketing & social media at WU Wien, Austria.

Nadia Abou Nabout

Marc Heise is a doctoral student and research assistant at the Chair of Electronic Commerce at Goethe-University in Frankfurt, Germany.

Marc Heise