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 … a proposed simulation framework named EXP-SEA (Experimental Platform for Search Engine Advertising) supporting … experimental studies of collective behaviors in the context of search engine advertising.Design: We implement the EXP-SEA to …

This paper examines a firm's incentive to supply information through advertising when consumers can choose between … deterrence when the search cost is low. Moreover, informative advertising and consumer search behave as complements in the …

In keyword search advertising, many advertisers operate on a limited budget. Yet how limited budgets affect keyword … search advertising has not been extensively studied. This paper offers an analysis of the generalized second-price auction … reduce their own advertising cost. Thus, in contrast to the current literature, our analysis shows that both budget …

Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes … advertising format, consumers seem to react negatively towards sponsored content ads. In this paper, we present an analytical … model that studies the strategic role of sponsored content advertising in a two-sided media market. We identify conditions …

In this paper, we explore the hypothesis that an important force behind the collapse in advertising revenue experienced … introduce a model of the market for advertising on news media outlets whereby news outlets are modeled as competing two … equilibrium outcomes in the advertising market. One consequence is that multi-homing on the part of advertisers is heterogeneous …