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Strategic Bidding in Hybrid CPC/CPM Auctions

Zhu, Yi; Wilbur, Kenneth C. - NET Institute - 2008

Websites increasingly allow advertisers to choose whether to bid for advertising on a per-impression or per-click basis … auction used in practice to incent brand advertisers to bid for impressions, which leaves the seller of online advertising …

Persistent link: https://www.econbiz.de/10005622689

QUALITY UNCERTAINTY AND ADVERSE SELECTION IN SPONSORED SEARCH MARKETS

Animesh, Animesh; Ramachandran, Vandana; Viswanathan, Siva - NET Institute - 2005

predictions of earlier research relating quality and advertising, in the online setting. While sponsored search mechanisms have …

Persistent link: https://www.econbiz.de/10005622707

Common Agency and Coordinated Bids in Sponsored Search Auctions

Decarolis, Francesco; Goldmanis, Maris; Penta, Antonio - NET Institute - 2013

As auctions are becoming the main mechanism for selling advertisement space on the web, marketing agencies specialized in bidding in online auctions are proliferating. We analyze theoretically how bidding delegation to a common marketing agency can undermine both revenues and efficiency of the...

Persistent link: https://www.econbiz.de/10010905454

Game of Platforms: Strategic Expansion in Two-Sided Markets

Bar-Gill, Sagit - NET Institute - 2013

Online platforms, such as Google, Facebook, or Amazon, are constantly expanding their activities, while increasing the overlap in their service offering. In this paper, we study the scope and overlap of online platforms' activities, when they are endogenously determined. We model an expansion...

Persistent link: https://www.econbiz.de/10010905475

Virality, Network Effects and Advertising Effectiveness

Tucker, Catherine - NET Institute - 2011

data on the real-life virality of 400 video ads, and crowd-sourced measurement of advertising effectiveness among 24 … there was a decline in overall advertising effectiveness at 3-4 million views. Importantly, ads that generated both views …

Persistent link: https://www.econbiz.de/10009368494

An Empirical Analysis of Search Engine Advertising: Sponsored Search and Cross-Selling in Electronic Markets

Ghose, Anindya; Yang, Sha - NET Institute - 2007

The phenomenon of sponsored search advertising where advertisers pay a fee to Internet search engines to be displayed …

Persistent link: https://www.econbiz.de/10005760649

Social Networks, Personalized Advertising, and Privacy Controls

Tucker, Catherine - NET Institute - 2010

they are to click on online advertising. The paper uses data from a randomized field experiment that examined the relative … effective strategy for advertising-supported websites. …

Persistent link: https://www.econbiz.de/10008673511

Paid Placement: Advertising and Search on the Internet

Chen, Yongmin; He, Chuan - NET Institute - 2006

results, has emerged as a predominant form of advertising on the Internet. This paper studies a product-di¤erentiation model …

Persistent link: https://www.econbiz.de/10005459404

News Aggregators and Competition Among Newspapers in the Internet

Jeon, Doh-Shin; Esfahani, Nikrooz Nasr - NET Institute - 2012

newspapers, quality can increase or decrease depending on the sensitivity of advertising revenue to quality. …

Persistent link: https://www.econbiz.de/10010905459

Search Engine Advertising: Pricing Ads to Context

Goldfarb, Avi; Tucker, Catherine - NET Institute - 2007

displayed alongside these results is priced using a separate auction. Search engine advertising prices therefore reflect … policy debate asks if this marketing strategy merely makes advertising more informative, or whether it also effectively … extracts rent from advertisers. To inform this debate and to better understand search engine advertising more generally, we …

Persistent link: https://www.econbiz.de/10005585483