Strategic bidder behavior in sponsored search auctions
نویسندگان
چکیده
منابع مشابه
Strategic bidder behavior in sponsored search auctions
We examine prior and current sponsored search auctions and find evidence of strategic bidder behavior. Between June 15, 2002, and June 14, 2003, we estimate that Overture’s revenue from sponsored search could have been more than 60% higher if it had been able to prevent this strategic behavior. We also show that advertisers’ strategic behavior has not disappeared over time; rather, such behavio...
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There are two kinds of bidders in sponsored search: most keep their bids static for long periods of time, but some do actively manage their bids. In this work we develop a model of bidder behavior in sponsored search that applies to both active and inactive bidders. Our observations on real keyword auction data show that advertisers see substantial variation in rank, even if their bids are stat...
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ژورنال
عنوان ژورنال: Decision Support Systems
سال: 2007
ISSN: 0167-9236
DOI: 10.1016/j.dss.2006.08.008