In his dissertation, 'Asymmetric Information in Programmatic Advertising.
Three studies on adverse selection, mechanism choices, and fee structures.', ERIM's Francesco Balocco delved into the world of programmatic advertising supply chain, where he investigated the role of asymmetric information in the relationships between advertisers (buyers), publishers (sellers), and Ad Exchanges (auction platforms). Through three studies, Francesco’s research addressed the complexities of asymmetric information, conflicting incentives, and mechanism choices existing within programmatic advertising - opening up new avenues for improving the programmatic advertising supply chain, fostering greater trust, and shaping the future of digital advertising.