Yao, Song; Mela, Carl F. - In: Marketing Science 30 (2011) 3, pp. 447-468
Sponsored search advertising is ascendant--Forrester Research reports expenditures rose 28% in 2007 to $8.1 billion and will continue to rise at a 26% compound annual growth rate [VanBoskirk, S. 2007. U.S. interactive marketing forecast, 2007 to 2012. Forrester Research (October 10)],...