Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search … engines. Advertisers have to deal with a series of keyword decisions throughout the entire lifecycle of search advertising … obtained from past search advertising campaigns, we conduct computational experiments to evaluate our keyword optimization …

Purpose: We model group advertising decisions, which are the collective decisions of every single advertiser within the … set of advertisers who are competing in the same auction or vertical industry, and examine resulting market outcomes, via … a proposed simulation framework named EXP-SEA (Experimental Platform for Search Engine Advertising) supporting …