• AdExchanger, Thursday, April 7, 2016 9:37 AM

A fascinating look at the role academia is playing in the ad-tech landscape from AdExchanger's James Hercher.  He spoke with Susan Athey, a Stanford economics professor and long-term consultant with Microsoft who said ad tech companies turn to academics because there are tons of applications for microeconomics. Athey said: "With billions and billions of auctions per month, a lot of nuanced economic ideas come into the rules for an auction and how you introduce news products or integrate them into the market. And because these are so new, there’s no playbook for how this is done. You can’t just call McKinsey and ask for a solution."

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