As Internet advertising infomediaries nowadays provide rich competition information, sponsored search advertisers are becoming more strategic when selecting keywords. This paper empirically examines the spillover effects in advertisers' keyword market entry decisions, that is, how an...

Paid search has become the mainstream platform for online advertising, further intensifying competition between advertisers. The main objective of this research is twofold. On the one hand, we want to understand, in the context of paid-search advertising, the effects of competition (measured by...

Targeting breadth is defined as the number of consumer interests that an ad network uses to form the set of potential advertisers who compete for an ad impression to a consumer in the context of display advertising. Despite its relevance and importance to display ad platforms, the impact and...

A unique aspect of sponsored search advertising is that it allows firms to track what products consumers initially search for and what products they eventually buy after visiting their website – something that is typically hard to acquire in physical world settings. Based on a unique dataset...

As paid search becomes the mainstream platform for online advertising today, competition further intensifies. The main objective of this research is two-fold. On the one hand, we want to understand, in the context of paid-search advertising, the effects of competition (measured by number of ads...

The phenomenon of paid search advertising has now become the most predominant form of online advertising in the marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the presence of organic listings of the same firms. In this...