Baye, Michael R; Gatti, J. Rupert J; Kattuman, Paul; … - Institute of Business and Economic Research (IBER), … - 2006
The market values of online platforms, such as Yahoo, stem from their ability to monetize the clicks they generate for firms advertising on their sites. We exploit a unique dataset on clicks from one of Yahoo's price comparison sites to estimate the determinants of clicks received by online...