A Dynamic Model of Sponsored Search Advertising
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چکیده
منابع مشابه
A Dynamic Model of Sponsored Search Advertising
A Dynamic Model of Sponsored Search Advertising Sponsored search advertising is ascendant Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will continue to rise at a 26% CAGR, approaching 1/2 the level of television advertising and making it one of the major advertising trends to a¤ect the marketing landscape. Yet little empirical research exists to explore how the interacti...
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Sponsored search advertising is ascendant Jupiter Research reports expenditures rose 28% in 2007 to $8.9B and will continue to rise at a 15% CAGR, making it one of the major trends to a¤ect the marketing landscape. Yet little, if any empirical research focuses upon search engine marketing strategy by integrating the behavior of various agents in sponsored search advertising (i.e., searchers, a...
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The proliferation of powerful mobile devices with built-in navigational capabilities and the adoption in most metropolitan areas of fast wireless communication protocols have recently created unprecedented opportunities for location-based advertising. In this work, we provide models and investigate the market for location-based sponsored search, where advertisers pay the search engine to be dis...
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As sponsored search becomes increasingly important as an advertising medium for firms, search engines are exploring more advanced bidding and ranking mechanisms to increase their revenue from sponsored search auctions. For instance, Google, Yahoo! and Bing are investigating auction mechanisms in which each advertiser submits two bids: one bid for the standard display format in which multiple ad...
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Modern commercial Internet search engines display advertisements along side the search results in response to user queries. Such sponsored search relies on market mechanisms to elicit prices for these advertisements, making use of an auction among advertisers who bid in order to have their ads shown for specific keywords. We present an overview of the current systems for such auctions and also ...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2011
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.1100.0626