Animesh, Animesh; Ramachandran, Vandana; Viswanathan, Siva - University of Maryland; University of Maryland; … - 2005
Sponsored search mechanisms, where advertisers bid for placement to beas close to the top in the listing of search … results, are the fastestgrowing among online search models. Sponsored search in popular searchservices such as Google and … Yahoo! employ an auction mechanism whereinfirms can bid, for a better placement in the (sponsored) search results …