Sponsored Search Auctions: Research Opportunities in Marketing
نویسندگان
چکیده
منابع مشابه
Sponsored Search Auctions : Research Opportunities in Marketing ∗
We systematically overview the literature in keyword search and propose several promising research directions. The paper is organized by each agent in the search process; searchers, advertisers and the search engine and reviews the key research issues for each. For each group, we outline the decision process involved in keyword search. For searchers, this involves what to search, where to searc...
متن کاملAuctions: Research Opportunities in Marketing
Despite growing interest in traditional and Internet auctions, the marketing literature on auctions is sparse. This paper outlines selected aspects of the research opportunity. We provide a brief description of the major auction mechanisms, outline key concepts and results from the economic analysis of auctions, and summarize the key findings in empirical tests of auction theory. We then identi...
متن کاملAuctions : Research Opportunities in Marketing 1
Despite growing interest in traditional and Internet auctions, the marketing literature on auctions is sparse. This paper outlines selected aspects of the research opportunity. We provide a brief description of the major auction mechanisms, outline key concepts and results from the economic analysis of auctions, and summarize the key findings in empirical tests of auction theory. We then identi...
متن کاملMarketing Agencies and Collusive Bidding in Sponsored Search Auctions
The transition of the advertisement market from traditional media to the internet has induced a proliferation of marketing agencies specialized in bidding in the auctions used to sell advertisement space on the web. We analyze how collusive bidding can emerge from bid delegation to a common marketing agency and how this undermines both revenues and efficiency of both the generalized second pric...
متن کاملContract Auctions for Sponsored Search
In sponsored search auctions advertisers typically pay a fixed amount per click that their advertisements receive. In particular, the advertiser and the publisher enter into a contract (e.g., the publisher displays the ad; the advertiser pays the publisher 10 cents per click), and each party’s subjective value for such a contract depends on their estimated click-through rates (CTR) for the ad. ...
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ژورنال
عنوان ژورنال: Foundations and Trends® in Marketing
سال: 2007
ISSN: 1555-0753,1555-0761
DOI: 10.1561/1700000013