Analyzing search engine advertising: firm behavior and cross-selling in electronic markets

@inproceedings{Ghose2008AnalyzingSE,
  title={Analyzing search engine advertising: firm behavior and cross-selling in electronic markets},
  author={Anindya Ghose and Sha Yang},
  booktitle={WWW},
  year={2008}
}
The phenomenon of sponsored search advertising is gaining ground as the largest source of revenues for search engines. Firms across different industries have are beginning to adopt this as the primary form of online advertising. This process works on an auction mechanism in which advertisers bid for different keywords, and final rank for a given keyword is allocated by the search engine. But how different are firm's actual bids from their optimal bids? Moreover, what are other ways in which… CONTINUE READING
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