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...

This paper presents an empirical model of sponsored search auctions where advertisers are ranked by bid and ad quality. Our model is developed under the 'incomplete information' setting with a general quality scoring rule. We establish nonparametric identification of the advertiser's valuation...