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Current Issues in Keyword Auctions (Book Chapter)

Liu, De - 2012

Keyword auctions are another multi-billion dollar application of auctions after the celebrated eBay-like business-to-consumer auctions in electronic commerce. Inevitably, keyword auctions have recently gained attention among researchers. Questions regarding what (is keyword auction), why (we...

Persistent link: https://www.econbiz.de/10012712977

To Sponsor or Not to Sponsor : Sponsored Search Auctions with Organic Links

Arnold, Michael A.; Darmon, Eric; Pénard, Thierry - 2014

Sponsored search advertisements are an essential component of e-marketing strategies and a substantial source of …

Persistent link: https://www.econbiz.de/10014145068

Theoretical Analysis of the VCG Mechanism for Sponsored Search Auctions by a Comprehensive Utility

liu, Dongfeng - 2015

We investigate the VCG mechanism to which the locally envy-free Nash equilibria (LEFNE), vindictive bidding, and retaliating are applied. In order to evaluate performances of different bidding strategies with which an advertiser will acquire the same position, we define a novel so-called...

Persistent link: https://www.econbiz.de/10013016000

Optimal Bidding in Multi-Item Multi-Slot Sponsored Search Auctions

Hosanagar, Kartik - 2013

We study optimal bidding strategies for advertisers in sponsored search auctions. In general, these auctions are run as variants of second-price auctions but have been shown to be incentive incompatible. Thus, advertisers have to be strategic about bidding. Uncertainty in the decision- making...

Persistent link: https://www.econbiz.de/10013095160

Nonparametric Estimation of Sponsored Search Auctions and Impacts of Ad Quality on Search Revenue

Kim, Dongwoo; Pal, Pallavi - 2023

This paper presents an empirical model of sponsored search auctions in which advertisers are ranked by bid and ad quality. We introduce a new nonparametric estimator for the advertiser’s ad value and its distribution under the ‘incomplete information’ assumption. The ad value is...

Persistent link: https://www.econbiz.de/10014259686

Trademarks, Triggers, and Online Search

Bechtold, Stefan; Tucker, Catherine E. - 2014

Internet search engines display advertisements along with search results, providing them with a major source of revenue. The display of ads is triggered by the use of keywords, which are found in the searches performed by search engine users. The fact that advertisers can buy a keyword that...

Persistent link: https://www.econbiz.de/10014039046

Sponsored Search in Equilibrium : Evidence from Two Experiments

Moshary, Sarah - 2021

Advertising affects not only the firm that advertises, but also the platform that hosts the advertisement. Using data from a field experiment at an e-commerce platform, I demonstrate that the effects on the advertising firm and the hosting platform can differ sharply. The experiment blocks all...

Persistent link: https://www.econbiz.de/10014087686

Search Engine Advertisement : Revamping Marketing World in 21st Century (A Race Between Bing, Baidu and Google)

Negi, Raghuveer - 2020

Search Engine Advertising (SEA) is a digital tool of advertising and marketing commodities around the globe at optimum … cost along with most effective output. If we contemplate closely, this marketing tool have that potential which can out … fashion many of the prevailing traditional marketing tools. Search Engine Advertising (SEA) is cost friendly, environment …

Persistent link: https://www.econbiz.de/10014091451

Nonparametric estimation of sponsored search auctions and impacts of AD quality on search revenue

Kim, Dongwoo; Pal, Pallavi - 2023

This paper presents an empirical model of sponsored search auctions in which advertisers are ranked by bid and ad quality. We introduce a new nonparametric estimator for the advertiser's ad value and its distribution under the 'incomplete information' assumption. The ad value is characterized by...

Persistent link: https://www.econbiz.de/10014228566

Beef Up Your Competitor : A Model of Advertising Cooperation Between Internet Search Engines

Sapi, Geza; Suleymanova, Irina - 2009

We propose a duopoly model of competition between internet search engines endowed with different technologies and study the effects of an agreement where the more advanced firm shares its technology with the inferior one. We show that the superior firm enters the agreement only if it results in...

Persistent link: https://www.econbiz.de/10014209448