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Nonparametric estimation of sponsored search auctions and impacts of AD quality on search revenue
Kim, Dongwoo; Pal, Pallavi - 2023
information' assumption. The ad value is characterized by a tractable analytical solution given observed auction parameters. Using … Yahoo! search auction data, we estimate value distributions and study the bidding behavior across product categories. We …
Persistent link: https://www.econbiz.de/10014228566
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Auctioning Keywords in Online Search
Chen, Jianqing; Liu, De; Whinston, Andrew B. - 2014
Keyword advertising, or "sponsored links" that appear alongside online search results or other online content, has grown into a multibillion-dollar market. Providers of keyword advertising, such as Google and Yahoo!, profit by auctioning keywords to advertisers. One issue of increasing...
Persistent link: https://www.econbiz.de/10014058471
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Optimal Keyword Auctions for Optimal User Experiences
Li, Jun; Liu, De; Liu, Shulin - 2014
costs” and examine the optimal keyword auction mechanisms (KAMs) in a general model that takes into account advertiser … auction designs and hold implications for search engines, advertisers, and Internet users …
Persistent link: https://www.econbiz.de/10014044406
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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
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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 revenue for search engines. Most sponsored ads are sold through keyword auctions. We analyze a game-theoretic model to explore the impact of organic links (links generated by the...
Persistent link: https://www.econbiz.de/10014145068
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Equilibrium Selection, Inefficiency, and Instability in Internet Advertising Auctions
Hashimoto, Tadashi - 2020
This paper studies equilibrium selection in the generalized second price auction, employed by major search engines to …
Persistent link: https://www.econbiz.de/10012857619
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Same Page Externality in Sponsored Search Auction
Pal, Pallavi - 2018
When a consumer uses a search engine such as Google, her decision to purchase from an advertisement is influenced by other ads displayed on the search page. This externality makes the advertiser's per Ad click profit depend on the set of other ads visible to the consumer. This paper studies the...
Persistent link: https://www.econbiz.de/10012921774
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Identification of time and risk preferences in buy price auctions
Ackerberg, Daniel A.; Hirano, Keisuke; Shahriar, Quazi - In: Quantitative economics : QE ; journal of the … 8 (2017) 3, pp. 809-849
auction sites including eBay and General Motors Assistance Corporation. A buyer in a buy price auction can accept the buy … price to win with certainty and end the auction early. Intuitively, the buy price option may appeal to bidders who are risk … aversion and time preferences. We develop a private value model of bidder behavior in a buy price auction with a temporary buy …
Persistent link: https://www.econbiz.de/10011801642
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Double Marginalization in Performance-Based Advertising : Implications and Solutions
Dellarocas, Chrysanthos - 2012
social welfare. They persist in current auction-based PPA mechanisms, such as the ones used by Google and Yahoo. In the …
Persistent link: https://www.econbiz.de/10014045096
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Nonparametric estimation of sponsored search auctions and impacts of ad quality on search revenue
Kim, Dongwoo; Pal, Pallavi - 2023
information' assumption. The ad value is characterized by a tractable analytical solution given observed auction parameters. Using … Yahoo! search auction data, we estimate value distributions and study the bidding behavior across product categories. We …
Persistent link: https://www.econbiz.de/10014226863