displayed alongside these results is priced using a separate auction. Search engine advertising prices therefore reflect … policy debate asks if this marketing strategy merely makes advertising more informative, or whether it also effectively … extracts rent from advertisers. To inform this debate and to better understand search engine advertising more generally, we …

Programmers can distribute new software to online users either for a fee as shareware or bundle it with advertising …

agency can undermine both revenues and efficiency of the generalized second price auction, the format used by Google and … and the case of agency bidding under an alternative auction format (specifically, the VCG mechanism). We propose a simple …

data on the real-life virality of 400 video ads, and crowd-sourced measurement of advertising effectiveness among 24 … there was a decline in overall advertising effectiveness at 3-4 million views. Importantly, ads that generated both views …

they are to click on online advertising. The paper uses data from a randomized field experiment that examined the relative … effective strategy for advertising-supported websites. …

Sponsored search advertising is ascendant---Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will … search advertising (i.e., searchers, advertisers, and the search engine platform). The dynamic structural model we propose … serves as a foundation to explore these and other sponsored search advertising phenomena. Fitting the model to a proprietary …

pricing and advertising on the beta launch strategy. …

The phenomenon of sponsored search advertising where advertisers pay a fee to Internet search engines to be displayed …

newspapers, quality can increase or decrease depending on the sensitivity of advertising revenue to quality. …